Where Stapilo's price belongs, and what an average customer will pay
This page doesn't start from Stapilo's price list. It starts from the market: 15 competing platforms and about 65 single-purpose tools, all checked on 25 October 2026. It works out, step by step, where a platform that does more than any of them should be priced, and what that means for the average customer. You can check every step against its source.
Proposal Planning numbers for the valuation. The one real choice in it, how far below the leaders to sit, is in Step 5, and you can move it yourself.
The logic in one minute
- Who a buyer compares Stapilo with: the market leaders, the cheap all-in-ones, and a pile of separate tools.
- What Stapilo has against them: an objective list of all 84 features any of them advertises. Stapilo ranks #2 of 16, with several things nobody else has, and some basics still missing.
- What getting the same elsewhere costs: a leader plus the missing tools runs about $530 a month.
- The price map: for each customer size, what the leaders charge and what the cheap tools charge.
- Stapilo piece by piece: each single product (webinars only, email only…) placed against its own market. That's 15 ways in.
- Stapilo's position: clearly below the leaders, clearly above the cheap tools. Better, and still cheaper, without being cheap.
- From list price to the real average: four independent methods land at about $110 a month, rising as customers grow.
- Checks: the result matches what real companies earn.
Step 1
Who a buyer compares Stapilo with
Someone choosing a platform to run a knowledge business (coaching, courses, webinars, a community, services) has three real alternatives. We researched all three:
The leaders
Complete, well-known platforms that serious businesses pay for. Stapilo replaces these.
The cheap all-in-ones
Low prices with narrower tools, hard limits or a cut of every sale. The price floor.
Separate tools
One tool per job, glued together. About 65 priced. What a business pays today without a platform.
Hotmart was also researched, but it has no plans to compare: it takes about 10% of each sale instead.
Step 2
What Stapilo has, compared with every competitor
We didn't pick features that flatter Stapilo. We collected every feature that any of the 15 competitors advertises on its own pricing, features and help pages: 84 features in 10 groups. Then we checked each one for every platform. Stapilo's column was checked against its actual code: a "yes" needs a real, working part of the product behind it.
Score = full features + half of partial ones (an add-on at extra cost, top plan only, limited, or through an integration).
What this means for the price. HighLevel is the only platform with more features. It's built for marketing agencies, and its comparable plan costs $297. Against every course, community and funnel platform (Kajabi, Thinkific, ClickFunnels, Circle and the rest), Stapilo offers more. That's why the position in Step 5 is "below the leaders, well above the cheap tools", not "the cheapest".
The full list
Scroll sideways to see all platforms. Hover a half dot to read the note. Filter:
Source detail and the evidence for every Stapilo "yes": research/feature-matrix.md. 27 of 1,260 competitor cells are "unknown" (shown as ?). A competitor "no" can also mean a feature exists but isn't documented on its site.
Why we don't simply set the price by counting features
Competitors with more features don't consistently charge more. Stan Store has many tools for $29–99 because each is shallow, while Mighty Networks charges $425 for a narrower set because its community tool is deep and its brand is strong. Price follows brand, depth and limits as much as the feature count. So the feature list proves Stapilo is the more complete product; it doesn't calculate the price on its own. The price comes from the map in Step 4.
Step 3
What it costs to get the same thing elsewhere
If a business wants everything Stapilo does, here's what it pays elsewhere each month: a leader plus the tools that leader is missing, or a full set of separate tools. Monthly billing, a business with about 2,500–10,000 contacts.
What is added to each
| Setup | What is in it | Per month |
|---|---|---|
| Kajabi + missing tools | Kajabi Growth $249 + live webinars (WebinarJam) $99 + booking (Calendly) $12 + WhatsApp/SMS platform (Interakt) $55 + Meta ads tool (AdEspresso) $49 + social scheduling (Later) $25 ⚠ + Messenger/Instagram AI replies (ManyChat) $39 | $528 |
| HighLevel + missing tools | HighLevel Unlimited $297 + live webinars $99 + AI Employee add-on $50 + WhatsApp add-on $10 + Meta ads tool $49 + social scheduling $25 ⚠ | $530 |
| Separate tools, lean | Pages $29 + Zoom Webinars $89 + Calendly $12 + Vimeo $20 + Later $25 + Linktree $9 + AdEspresso $49, then email + chat + forms $115 | $348 |
| Separate tools, typical | Leadpages $99 + WebinarJam $99 + EverWebinar $199 + Acuity $34 + Vimeo $41 + Later $50 + Linktree $17 + AdEspresso $99, then email + chat + forms $260 | $898 |
WhatsApp and SMS message fees are left out (they depend on volume and country). Including them would only raise the "elsewhere" figures.
Step 4
The price map
Platforms charge by business size: more contacts, more team members, more products. Nearly every competitor has three sizes, so we compare like with like:
- Starter: a solo expert getting going (the first real plan, without a big cut of sales)
- Growth: a working business with a small team (usually the plan marked "most popular")
- Pro: a larger business or team (the top self-serve plan)
Every dot below is one real plan, billed month to month and read from the company's own pricing page.
Taking the middle value (the median) of each group at each size gives the map:
Which plan of each company counts as Starter, Growth and Pro
The median is the middle value when the prices are sorted, so one unusual price can't pull it. Kajabi has no "Starter" under $179, which is why its dot sits high; the median isn't moved by that.
Step 5
Choosing Stapilo's position: better, and still cheaper, without being cheap
Why below the leaders
Stapilo is new. A business that switches has to move its courses, contacts and pages, and a new name has to earn trust. A clear price advantage gives people a reason to switch, while Steps 2 and 3 show they're getting more, not less.
Why well above the cheap tools
A low price tells buyers the product is weak, and that isn't true here. Stapilo does far more than Systeme.io or Podia. Pricing near them would undervalue the company and leave no room for launch offers and discounts. Those belong on top of a healthy list price, never inside it.
Launch offers ("first 3 months at half price", "beat your current bill") are marketing on top of this list price. They make the start easy without lowering what Stapilo is worth.
Step 6
From list price to what customers really pay
A price list isn't revenue. What matters for the valuation is the average a paying customer really pays, after people choose their plan and some pay yearly at a discount. Only a few companies publish this:
The table behind this chart
| Company | Per month | How we know | Year |
|---|---|---|---|
| Thinkific (public company) | $177 | Official quarterly results: "ARPU grow by 5%, to $177 per month". About $140 of it is subscriptions alone; the rest is payment fees. | 2026 |
| Kajabi | ≈ $149 | CEO: yearly revenue "north of $100 million", "about 56,000 customers". $100M ÷ 56,000 ÷ 12. | 2022 |
| ActiveCampaign | ≈ $95 | Press release: $165M yearly revenue, 145,000 companies | 2021 |
| Mailchimp | ≈ $83 | 800,000 paying customers (Intuit filing); revenue ≈ $800M ⚠ analyst figure | 2020–21 |
| Shopify (subscriptions) | ≈ $68 ⚠ | Recurring revenue from its annual report ÷ store count from an outside crawler | 2025–26 |
| Kit (ConvertKit) | ≤ $67 | Founder: "50,000-plus creators", "$40 million a year" | 2024 |
| Systeme.io | ≈ $52 | Founder: over 8,000 paying customers, $414k revenue in one month | 2021 |
| Stan Store | ≈ $36 ⚠ | Sacra estimate: ~$35M yearly revenue, 80,000+ creators | 2025 |
| Wix | ≈ $27 | Annual report: total revenue ÷ 6.1M premium subscriptions | 2025 |
| Squarespace | $19 | Annual report: $228 per subscription per year | 2023 |
The pattern: the average sits close to the smallest real plan
| Company | Smallest real plan | Real average | Average ÷ smallest plan |
|---|---|---|---|
| Thinkific (subscriptions only) | $109 | ≈ $140 | 1.28× |
| Kajabi (2022 plans: Basic $149 monthly, $119 yearly) | $119–149 | ≈ $149 | 1.0–1.25× |
Why so close? Most customers buy the smallest plan that does their job. Only about 2.6% of Shopify stores use its top plan ⚠. Thinkific's average ($177, including payment fees) is still below the plan it calls "most popular" ($219). The few large customers lift the average a little, and yearly discounts pull it back down.
Stapilo piece by piece: 15 ways in, each priced against its own market
Stapilo doesn't only sell whole packages. A customer can buy just webinars, just email, just a community, and so on. Each of those single products competes with a different market: webinar tools, email tools, page builders. So we placed every Stapilo product against its own market and priced it with the same rule as the packages: 20% below the typical (median) price of that market.
Which products and plans make up each market
All monthly prices from each vendor's own pricing page, 25 Oct 2026, for a small business (about 2,500 contacts where price depends on list size). ⚠ marks a price worked out from a "save X%" line, shown in euros, or annual only. Ticketing is left out because it's charged as a fee per ticket, not a monthly price.
Who buys what: the mix of customers
Some customers come in for one product, most take a package. Single products are the side door; the packages are the main offer on the pricing page. We assume about 20% of paying customers buy a single product, and the rest split across the packages the way Method C does (75% Starter, 21% Growth, 4% Pro). No public study measures this split for a platform like Stapilo, so it's an assumption, and you can move it:
Four ways to calculate Stapilo's average, and where they meet
| Method | Calculation | Result |
|---|---|---|
| A. Follow the smallest plan | Stapilo Starter $79 × 1.25–1.28 (the Thinkific / Kajabi pattern above) | $100 |
| B. Same position as the price | We price 20% below the leaders, so expect the average to sit the same distance below the leaders' real averages: Thinkific $140 (subscriptions only) and Kajabi $149 → average $144.50 × (1 − 20%) | $116 |
| C. Plan mix | Most customers on Starter, some on Growth, few on Pro. Between 80% / 17% / 3% and 70% / 25% / 5% of Stapilo's ladder ($106 – $120) | $113 |
| D. Piece by piece | 20% of customers on single products (average $59), the rest on Starter / Growth / Pro in the Method C split | $102 |
| Planning number: the average of the four, rounded | $110 | |
Method A alone came out lowest, because the leaders' median Starter ($99) is cheaper than Kajabi's and Thinkific's own entry plans. Method B corrects that by comparing with exactly the companies whose real averages we know. Method C checks both against a realistic spread of customers, and Method D adds the customers who buy only one product. All four land within about $15 of each other.
How Stapilo's average compares with each company's real average
- We chose to be cheaper. 20% below the leaders' prices means about 20% below their averages too. That's Method B.
- No cut of customers' sales. About $37 of Thinkific's $177 comes from fees on its customers' payments. Stapilo charges only the subscription, so we compare with Thinkific's subscription-only $140.
- Brand takes years. Kajabi and Thinkific have had over ten years to build up customers on bigger plans. Assuming a new company matches that on day one would be wishful.
Cheap single-tool entries: more customers, lower average
Stapilo also sells single tools (only webinars, only email, only a CRM). They bring in more customers, but each pulls the average down. You can't count both "more customers from cheap entries" and "a higher average." The valuation therefore counts customers and average together, and they have to agree with each other: a plan with many single-tool customers uses a lower average.
Why the average rises over time
Businesses grow. A coach who starts on Starter moves to Growth as their list and team grow. Thinkific's average rose about 5% in a year (Q2 2025 → Q2 2026). So $110 is the starting average. Applying Thinkific's real rate (about 5% a year) gives the path below. It's a gradual rise, not a jump.
Step 7
Checking the result
$110 sits between the single-purpose email tools ($83–95) and the established platforms ($140–177). That's where a more complete but new platform should be: above single tools, below the brands that took years to build.
$110 sits between the cheap all-in-ones' Growth median ($99) and the leaders' Starter-to-Growth range ($99–224). The average customer pays roughly what a cheap tool's full plan costs, and gets far more.
Almost everyone stays on Starter, and many pay yearly at a discount. That's close to Systeme.io's real average (€32–50) plus Stapilo's larger Starter.
Stapilo earns what Kajabi and Thinkific earn: a real share of customers on Growth and Pro, as theirs have after years of growth.
Questions a careful reader will ask
If Stapilo does more, why not charge what Kajabi charges?
Because a new name has to give people a reason to move. Being the more complete product and 20% cheaper is a strong reason. Once Stapilo has a reputation, prices can rise; that would be upside on top of this plan, not part of it.
Why not go much cheaper and win faster?
Cheap attracts the customers who leave first, signals a weak product, and leaves no room for offers. Low-price tools also see the highest churn: about 6% of customers leave every month below $25, against about 2% above $500 (ChartMogul). Fair pricing builds a steadier business.
Isn't "20%" just a choice?
Yes, and that's why it's the only setting on this page you can move. Everything else is measured. At 10% the average would be about $125; at 30%, about $95. The valuation can show both.
Stapilo's website shows different packages today. Which is true?
Today's packages were set by intuition, by job (webinars, coaching, community…). This page is the market-based positioning, and the published prices will be aligned to it. The valuation uses this page.
What if a customer only needs one tool?
They take Starter or a single tool. Method C already assumes most customers sit on the smallest plan, and the plan counts customers and average together.
Does feature count decide the price?
No, and we say so in Step 2. Features prove Stapilo is the more complete product. The price comes from where real competitors sit (Step 4) and a deliberate position below the leaders (Step 5).
How solid are the competitor numbers?
Every plan price was read from the company's own pricing page on 25 Oct 2026. Thinkific's average is audited; Kajabi's comes from its CEO. Outside estimates are marked ⚠ and never carry a conclusion.
What we don't know, and what will replace it
- Only Thinkific publishes an audited average. Kajabi's is from its CEO (2022). Methods A and B rest on these two, backed by Shopify, Wix and Squarespace showing the same shape.
- No public study shows what share of customers picks each plan.
- Some vendors hide month-to-month prices. Where a price was worked out from a "save X%" line, the research marks it.
- What replaces all of this: Stapilo's own paying customers, and which plan they choose, what they pay and how long they stay. Within two or three quarters that beats every benchmark here, and this page will be updated with it.
Sources and full research
- Stapilo valuation · Customer model
- 16 all-in-one platforms: every plan, limit and feature
- Email, SMS, WhatsApp, chat, forms and quiz tools
- Pages, webinars, booking, ticketing, video, social and ads tools
- What customers really pay, plan mix, churn
Key external sources
- Thinkific Q2 2026 results · Kajabi revenue tops $100M · ActiveCampaign · Intuit/Mailchimp
- Systeme.io founder interview · Wix FY2025 · Squarespace FY2023
- ChartMogul churn by price · Free-to-paid benchmarks
- Pricing pages: kajabi.com, gohighlevel.com, clickfunnels.com, kartra.com, thinkific.com, circle.so, mightynetworks.com, learnworlds.com, systeme.io, simvoly.com, podia.com, teachable.com, stan.store, heightsplatform.com, skool.com, plus ~65 single-purpose tools (all links in the research files)