Stop Overpaying: The 4 Platform Payment Models Every Creator Must Know
- Marie Foerste
- Sep 17
- 4 min read
When people think of online course platforms, two images usually come to mind. Either a big marketplace like Udemy, where courses are cheap and plentiful, or a “serious” platform like Kajabi, which can easily cost more than $100 per month.
But the reality is: those aren’t the only options. There are several different payment models for course platforms, and each comes with its own level of risk, flexibility, and long-term potential.
If you’re just starting out, committing to expensive monthly fees can feel overwhelming. On the other hand, once your course business is up and running, paying transaction fees for every sale might eat into your profit margins. That’s why it’s worth looking at the full picture before choosing your platform.
In this article, we’ll walk through the four main payment models available for course creators, ordered by risk level—from the safest starting points for beginners to the more cost-efficient solutions for established course businesses.
1. Market Share Platforms (Lowest Risk)
When you join a marketplace like Udemy or Skillshare, you don’t have to worry about websites, payment processing, or even marketing. The platform already has millions of users, and you just upload your course. Every time someone enrolls, you get a cut of the revenue.
This is why marketplaces are often the first step for new creators. You don’t risk anything upfront. You don’t pay fees until you earn something. And you benefit from an audience that’s already there.
But there’s a tradeoff: control and revenue share. Marketplaces take a big cut—sometimes 50% or more. They also decide how much your course is sold for, often discounting heavily. If you want to build a premium brand or charge higher prices, this isn’t the model for you.
👉 Best for: Testing the waters, building experience, and getting exposure when you don’t have an audience yet.
2. Pay-Per-Sale Platforms
This model is a step up from marketplaces. Platforms like Gumroad, Payhip (my recommendation) or Podia (starter plan) let you create your own sales page and set your own prices. The catch? They take a small percentage of every sale—often between 5–10% plus transaction fees.
It feels a bit like “you only pay when you win.” If you sell nothing, you owe nothing. But as your sales grow, those small percentages add up. At some point, it might become more expensive than paying a fixed monthly fee.
Still, this model gives you more control and ownership compared to marketplaces. You decide how your course looks, what it costs, and how to market it. That makes it a great bridge between just “testing” and building something more professional.
👉 Best for: Beginners who want control over branding and pricing without the commitment of monthly costs.
3. Monthly or Annual Fee Platforms (Ongoing Rent)
Now we’re moving into the territory of serious course businesses. Platforms like Kajabi, Braincert, Teachable, and Thinkific operate on a subscription basis. You pay a fixed monthly or annual fee (anywhere from $30 to $200+), and in return, you get an all-in-one toolkit: course hosting, email marketing, checkout pages, affiliate systems, and more.
This model feels more like “renting” a shop space. You pay whether or not customers walk in. For new creators, that can feel risky because you’re spending before you’ve earned. But once you’ve validated your course idea and know how to bring in sales, the fixed cost becomes predictable and often cheaper than giving away percentages per transaction.
👉 Best for: Creators who have a proven course and audience, and want to build a branded, scalable business.
4. One-Off Payment Platforms (Higher Upfront Risk, Lower Long-Term Cost)
Finally, there’s the lifetime license model. Instead of paying monthly, you invest once—sometimes $400 to $1,000+—and use the platform forever. Examples include ThriveCart Learn or CopeCart.
This model is ideal if you’re in it for the long run. Over time, it’s the cheapest option by far. You own the license, you don’t worry about monthly bills, and every dollar you make goes straight into your pocket.
The catch, of course, is the upfront cost. If you’re still figuring out your course idea, dropping $500+ feels risky. And if you later decide the platform doesn’t fit your needs, switching becomes a hassle.
👉 Best for: Established creators with steady sales who want to maximize long-term profitability.
Which Model Should You Choose?
Think of these models as stages in your course business journey:
Stage 1 – Beginner / Testing an Idea: Start with marketplaces or pay-per-sale platforms. Low risk, no upfront cost, and perfect for validating whether people actually want your course.
Stage 2 – Growing / Building a Brand: Move to a monthly subscription platform when you’re ready to build your own audience, customize your branding, and scale your marketing.
Stage 3 – Established / Optimizing Profits: Once you’re confident in your long-term business, invest in a one-off payment platform to save money and increase your margins.
Final Thoughts
Most creators assume there are only two choices: hand over a big chunk of your sales to a marketplace like Udemy or commit to pricey monthly fees on platforms like Kajabi. But that’s only the tip of the iceberg.
By understanding the full range of payment models—market share, pay-per-sale, subscription, and lifetime license—you can choose the one that matches your stage of business. Start small, reduce risk, and scale into the model that will give you the best balance of control, cost, and long-term sustainability.
If you’d like extra help deciding which platform is right for your specific situation, check out this free:
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