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How Duolingo became fluent in monetization
Duolingo EC-1 Part 3: Monetization
As its meandering route to monetization will demonstrate, Duolingo isn’t mission-oriented, it’s mission-obsessed.
Co-founders Luis von Ahn and Severin Hacker never wanted to charge consumers for access to Duolingo content, a purpose imbued throughout the company’s culture. For years in order to work at Duolingo, you had to be comfortable with joining a company in Pittsburgh that was in no rush to make money. The startup, filled with education enthusiasts and mission-driven employees, became “very college pizza vibes,” Gina Gotthilf, former VP of Marketing at Duolingo, described. Everyone was against making money and having structure some employees even threatened to quit if Duolingo ever charged a cent to users. ....

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