Hotmart vs Kajabi
Hotmart vs Kajabi, compared side by side on 15 data points: what each one does, how big it is, what it has raised, the tech running each site, and what users report. We score both out of 100 on traction, team and visibility: Hotmart is on 67/100 and Kajabi on 23/100.
Where each one leads
Hotmart
- our overall score: 67/100 against 23/100
- headcount: 12,551 against 386
- LinkedIn following: 347,223 against 32,399
Kajabi
- agent readiness: 63/100 against 54/100
At a glance
| Measure | Hotmart | Kajabi |
|---|---|---|
| What it is | A platform for creators to sell and distribute digital products. | All-in-one platform for creators to build and sell online courses, memberships, and digital products. |
| Category | Not published | Creator Economy, EdTech, E-commerce, Marketing Automation |
| Sells toBusiness model | B2B | B2C |
| Offering | Platform | Platform |
| Founded | 2011 | 2010 |
| Headquarters | Amsterdam, Netherlands | San Diego, United States |
| Status | Active | Active |
Size, funding and growth
| Measure | Hotmart | Kajabi |
|---|---|---|
| Employees | 12,551 | 386 |
| Total funding | $130M | Not published |
| Latest round | Series C | Not published |
| Valuation | $1.0B | Not published |
| LinkedIn followers | 347,223 | 32,399 |
StartupHub scores
Our own 0-100 ratings. They measure company strength and site quality, not which product suits you.
| Measure | Hotmart | Kajabi |
|---|---|---|
| StartupHub scoreOur 0-100 rating | 67/100 | 23/100 |
| Traction | 60/100 | 20/100 |
| Team | 70/100 | Not published |
| Search visibility | 38/100 | 24/100 |
| Quality | 78/100 | Not published |
| Agent readinessHow well an AI agent can read and act on the site | D (54/100) | C (63/100) |
| Domain ratingLink authority, 0-100 | 92/100 | 86/100 |
Technology
Detected on each public site, so it reflects the marketing stack as well as the product.
| Measure | Hotmart | Kajabi |
|---|---|---|
| Hosting | AWS | Not detected |
| CDN | CloudFront | Cloudflare |
| CMS | Not detected | Webflow |
| Frameworks | Next.js | Not detected |
| Analytics | Google Analytics 4 | Google Tag Manager, Amplitude |
| Support stack | Not detected | Intercom |
What users say
| Measure | Hotmart | Kajabi |
|---|---|---|
| Reddit sentimentThreads we track | Not published | 2 positive, 1 negative across 6 threads |
“I almost went with the free trial. It feels like the safe option… until you actually think about what needs to get done in 14 days. Then I found the 3-month deal. 90 days vs 14 days is a completely different game. Enough time to actually bu”r/onlinecourses
Hotmart vs Kajabi: common questions
Which is better, Hotmart or Kajabi?
On our 0-100 score Hotmart rates higher (67/100 against 23/100). The score weights traction, team, visibility and profile completeness, so it reflects company strength rather than which product suits you. We compare the two on 15 data points above: read the rows that match what you are buying for.
How do Hotmart and Kajabi compare on the numbers?
Hotmart leads on our overall score (67/100 against 23/100), headcount (12,551 against 386), LinkedIn following (347,223 against 32,399). Kajabi leads on agent readiness (63/100 against 54/100).
What do real users say about Hotmart and Kajabi?
Kajabi: 2 positive and 1 negative mentions across 6 Reddit threads we track, mostly in r/onlinecourses.
Read the full Hotmart review and pricing or the Kajabi review and pricing. You can also browse other Hotmart alternatives we track.