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October 30, 202623 min

WithMe vs Kajabi for Coaches: 2026 Prices and Verdict

WithMe vs Kajabi for Coaches: 2026 Prices and Verdict

In the WithMe vs Kajabi decision, the short answer is about scale and price. WithMe is a single-plan creator hub at $25 a month billed yearly, built for selling courses, memberships, digital products and Instagram comment-to-DM funnels from one low bill. Kajabi starts at $143 a month billed yearly and gives you a larger, more established platform for courses, communities, websites, funnels and email, with higher contact and product limits as you climb its three plans. Neither one is built around private, per-client coaching programs with habits and daily check-ins, which is why a coaching platform is worth weighing as a third option.

This guide compares the two tools for coaches and creators: plan prices and fees as listed in October 2026, the features each documents, what the client actually sees, and which coach each one suits. We make Coachful, so we also cover where Coachful beats both and, just as plainly, where it does not.

What is the short answer by use case?

Pick by what you mainly sell. If you sell content to an audience, WithMe is the low-cost entry and Kajabi is the bigger, pricier platform. If you sell ongoing coaching to individual clients, neither is a natural fit, and a coaching platform will serve you better.

  • You coach clients through programs between sessions (habits, check-ins, goals, booked calls, contracts): Coachful, because both WithMe and Kajabi treat coaching as a product to sell rather than a client relationship to run.
  • You are a creator on a tight budget selling a course, a membership or a few downloads, mostly from Instagram: WithMe, because one plan at $300 a year covers the storefront, email and comment-to-DM.
  • You run a large course or community business with thousands of contacts, many products and a team: Kajabi Growth or Pro, because the limits (25,000 or 100,000 contacts, 11 or 26 admin users) are built for that size.
  • You want one booked call product and nothing else: WithMe's Coaching Call product, as long as clients paying before they pick a time suits you.

Ranked on the criteria that matter most to a coach (one login for the whole client journey, between-session delivery, total stack cost, and setup effort including a free white-glove build), here is how the three compare at a glance.

RankToolBest forStarting priceClient experience
1CoachfulCoaches who deliver programs, sessions and courses to clientsLite: $29/month for up to 5 clientsCoach's branding inside the Coachful app: programs, habits, check-ins, sessions, courses, community
2WithMeBudget creators selling courses, memberships and downloads from Instagram$25/mo billed yearly ($300/year)WithMe-branded iOS and Android app; custom-branded app is a paid extra
3KajabiEstablished course and community businesses with large lists$143/mo billed yearly (Basic)Course and community member area; branded app on Pro per Kajabi's comparison table

Kajabi lands third here not because it is weak, but because a coach running a small or mid-sized client practice pays the most for it and still has to bolt on client delivery. For a larger course business, Kajabi's limits and maturity can easily outweigh that.

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How do WithMe and Kajabi compare side by side?

WithMe is one inexpensive plan with a creator feature set; Kajabi is three tiered plans with larger limits and a longer track record. The table below lists what each vendor documents as of October 2026, with Coachful in the first row for reference.

ToolPlansPlatform fee on salesBookingPer-client habits and check-insFree trial
CoachfulFlat monthly plans; lower plans cap clients, Pro is unlimited, team plans add seats0% platform fee; only Stripe or Razorpay processingBooking pages, two-way calendar sync, built-in video or Zoom, Meet, Teams links, remindersYes: habits, morning and evening check-ins, goals, streaksA free trial
WithMeOne plan (All-in-One Creator Hub)0% WithMe commission; Stripe fees onlyCoaching Call products via Google Calendar/Meet or Zoom; clients pay before choosing a timeNot documented; 1:1 Coaching products use messages, goals and resources14 days, card required
KajabiBasic, Growth, ProNone with Kajabi Payments or PayPal; 2% / 1% / 0.5% extra with other providersNot covered in the pricing details we reviewedNo habit tracking or daily client check-ins14 days, card optional (authorization hold if entered)
WithMe's and Kajabi's homepages on a tablet and a laptop in a creator's workspace
WithMe's homepage on a tablet and Kajabi's homepage on a laptop, beside a ring light and a notebook.

What does WithMe offer coaches and creators?

WithMe is a creator platform made by FitWith LTD for selling courses, memberships, communities, digital products and email, with Instagram comment-to-DM automation built in. It is designed for people who grow on social media and want a storefront, a member area and a client app without paying for several tools.

WithMe's homepage on desktop
WithMe's homepage in October 2026.

For coaches, two product types matter. A Coaching Call product books sessions through Google Calendar with Google Meet, or through Zoom, and the client pays before choosing a time. A 1:1 Coaching product is ongoing coaching by messages, goals and resources, with no call booking attached. If you want both a call schedule and ongoing messaging for the same client, you would set up and sell those as separate products.

Clients use the WithMe-branded iOS and Android app. A custom-branded app, published under your own name, is available as a paid extra with no published price. Extra people on your team get admin logins, but WithMe does not list per-seat pricing or tools for several coaches sharing clients. AI credits are also sold separately with no published price, and WithMe does not document a data export, which matters if you ever want to move.

Public review volume is thin. WithMe showed 3.8 on Trustpilot from just 2 reviews when we checked in October 2026, which is too small a sample to say much either way. Our full WithMe review goes deeper into the product.

What does Kajabi offer coaches and creators?

Kajabi is a course, community, website, funnel and email platform for selling knowledge products. It is one of the best-known names in the category, and its plans scale from a small creator business to a large one with several brands.

Kajabi's homepage on desktop
Kajabi's homepage in October 2026.

On every plan you get unlimited funnels, landing pages and marketing emails. The limits that change by plan are products, contacts, communities, websites, admin users and AI credits. Basic allows 5 products, 2,500 contacts, 1 community, 1 website, 2 admin users and no AI credits. Growth raises that to 50 products, 25,000 contacts, 11 admin users and 500 AI credits, and adds automation and scale features such as an affiliate program. Pro allows unlimited products, 100,000 contacts, 3 communities, 3 websites, 26 admin users and 1,000 AI credits, plus full customization, dedicated support and multiple brands.

For coaching, Kajabi sells coaching as products and communities rather than per-client plans. It does not document habit tracking or daily client check-ins, so a coach who wants to see whether each client did this week's work has to manage that elsewhere. Kajabi also offers a 30-day money-back guarantee on every plan.

Kajabi showed 3.4 on Trustpilot from 2,347 reviews in October 2026, a much larger sample than WithMe's. For the full picture, read our Kajabi review or the Kajabi pricing breakdown.

How much do WithMe and Kajabi cost?

WithMe costs $25 a month billed yearly ($300 a year). Kajabi costs $143 to $399 a month billed yearly, or $179 to $499 billed monthly. At the entry level, a year of Kajabi Basic costs more than five years of WithMe on annual billing.

WithMe's monthly price needs a caveat. Its own site disagrees with itself: the pricing page shows $29 a month, while its help center says new trials since 11 August 2026 are billed $49 a month on monthly billing. The annual price of $25 a month is the one every WithMe source agrees on, so if you go with WithMe, annual billing is the safer number to plan around. Confirm the monthly figure at checkout before you rely on it. Our WithMe pricing guide tracks this in more detail.

Tool and planBilled monthlyBilled yearlyKey limits
CoachfulLite: $29/month for up to 5 clientsCurrent plans: Lite: $29/month for up to 5 clients; Solo: $49/month for up to 20 clients; Pro: $99/month with unlimited clients; Studio: $199/month with unlimited clientsLower plans cap clients; Pro is unlimited; team plans add coach seats
WithMe All-in-One Creator Hub$29/mo on the pricing page; $49/mo for new trials since 2026-08-11 per the help center$25/mo ($300/year)One plan; AI credits and custom-branded app extra
Kajabi Basic$179/mo$143/mo5 products, 2,500 contacts, 1 community, 1 website, 2 admins, 0 AI credits
Kajabi Growth$249/mo$199/mo50 products, 25,000 contacts, 11 admins, 500 AI credits
Kajabi Pro$499/mo$399/moUnlimited products, 100,000 contacts, 3 communities, 3 websites, 26 admins, 1,000 AI credits
WithMe pricing page showing its single All-in-One Creator Hub plan
WithMe's pricing page in October 2026.
Kajabi pricing page showing the Basic, Growth and Pro plans
Kajabi's pricing page in October 2026.

What do the fees add up to?

Platform fees are where the two differ beyond the sticker price. WithMe takes 0% commission, so you pay only Stripe's processing fees; PayPal works through Stripe. Kajabi charges no extra fee if you use Kajabi Payments or PayPal. Kajabi Payments in the US costs 2.9% + $0.30 on Basic, 2.8% + $0.30 on Growth and 2.7% + $0.30 on Pro. If you use a different payment provider, Kajabi adds its own fee of 2% on Basic, 1% on Growth or 0.5% on Pro on top of that provider's fees.

Here is an illustrative example. Say you take $4,000 a month through your own Stripe account on Kajabi Basic. Kajabi's 2% surcharge adds $80 a month, or $960 a year, on top of Stripe's normal fees and the $1,716 annual plan price. On WithMe the same sales carry only Stripe's fees. These are example figures to show the math, not a forecast.

What does a full year cost?

Using list prices only, before processing fees and add-ons:

  • WithMe: $300 billed yearly, or $348 to $588 billed monthly depending on which monthly figure applies to your account.
  • Kajabi Basic: $1,716 billed yearly, or $2,148 billed monthly.
  • Kajabi Growth: $2,388 billed yearly, or $2,988 billed monthly.
  • Kajabi Pro: $4,788 billed yearly, or $5,988 billed monthly.

Two add-on costs can move these numbers. Kajabi charges $125 a month for each extra 25,000 contacts, and lists an AI credit top-up of $15 for 500 credits as coming soon. WithMe's custom-branded app and AI credits have no published prices, so ask before you budget around them.

What about trials and refunds?

WithMe offers a 14-day trial with a credit card required. Kajabi's help center describes a 14-day trial where a card is optional; if you enter one, Kajabi places an authorization hold and charges on the day the trial ends. Some Kajabi features, such as bulk contact import, test emails and some automations, stay locked until you activate a paid plan. Kajabi backs every plan with a 30-day money-back guarantee; WithMe does not list one in the details we reviewed.

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How do the features compare, one by one?

Both tools cover the creator basics: products, a member area, email and payments. They differ in depth, limits and how coaching fits in. The sections below go through each area a coach usually cares about.

Courses and digital products

Kajabi is the more established course platform, with product limits of 5, 50 or unlimited by plan. WithMe sells courses, memberships and digital products on its single plan. If you plan to build a large catalogue, Kajabi Basic's 5-product cap is the first limit you will hit, and the jump to Growth more than doubles your yearly bill from $1,716 to $2,388.

Community

Both offer a community. Kajabi includes 1 community on Basic and Growth and 3 on Pro. WithMe includes communities among the things you can sell. If your business is mainly a paid group, compare these against community-first platforms as well; our Kajabi vs Skool comparison and Mighty Networks vs Kajabi comparison cover that ground.

Booking and coaching sessions

WithMe documents a specific setup: Coaching Call products book through Google Calendar and Meet or Zoom, and the client pays before choosing a time. Its separate 1:1 Coaching product is message-based with goals and resources and no call booking. Kajabi sells coaching as products and communities; the pricing and plan details we reviewed do not cover booking depth, so check Kajabi's own coaching documentation before assuming features such as buffers, reminders or calendar sync.

Email marketing

Kajabi includes unlimited marketing emails on every plan, with contacts capped at 2,500, 25,000 or 100,000. WithMe includes email on its one plan. If email is central to how you sell, our Kajabi vs ConvertKit comparison shows how Kajabi's email stacks up against a dedicated tool.

Funnels, websites and Instagram

Kajabi gives unlimited funnels and landing pages, plus 1 website on Basic and Growth and 3 on Pro. WithMe's standout for social-first creators is Instagram comment-to-DM: someone comments on a post and receives a link in their DMs. For a creator who sells mostly from Instagram, that alone can replace a separate DM automation tool.

AI features

Kajabi includes 0, 500 or 1,000 AI credits by plan, so Basic has none. WithMe sells AI credits separately with no published price. Neither number tells you much about quality, so test the AI on a real task during the trial.

Team and multiple coaches

Kajabi allows 2, 11 or 26 admin users by plan. WithMe gives extra people admin logins but has no per-seat pricing or multi-coach tools such as per-coach availability. If you plan to add associate coaches, neither tool is built around assigning clients to coaches.

Leaving later: data export

Kajabi offers CSV exports for contacts, subscriptions, sales and members, sent by email, while course content is downloaded manually asset by asset. An older Kajabi profile also noted that data is removed 90 days after cancellation. WithMe does not document a data export. Before you commit to either, ask how you would get your client list and content out.

What does the client actually experience?

On WithMe, your clients download the WithMe-branded app on iOS or Android and find your content there; a custom-branded app costs extra. On Kajabi, clients log into a course and community member area, and Kajabi's 2026 comparison table lists the branded mobile app on Pro. In both, the client experience is built around consuming content you have published.

That is the right shape for a course buyer. It is a weaker fit for a coaching client, who usually needs three things between sessions: knowing what to do this week, a simple way to report how it went, and a coach who can see that report without digging. Neither WithMe nor Kajabi documents daily check-ins, habit tracking or a per-client view of progress. WithMe's 1:1 Coaching product gets closest, with messages, goals and resources, but without booked calls in the same product.

For a creator selling a self-paced course, this does not matter much. For a coach selling a 12-week program at a premium price, the between-session experience is often what the client is paying for, and it is where the third option comes in.

Which one looks like you?

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Which should you pick for which kind of coach?

Match the tool to your business model, not to the feature list. Here is how we would decide between the two, before bringing in a third option.

  • Pick WithMe if you are starting out, sell mainly from Instagram, have a small catalogue and want to keep costs near $300 a year. Accept that review history is thin, export is undocumented and the monthly price is unclear.
  • Pick Kajabi Basic if you want an established platform with a 30-day money-back guarantee and you will stay under 5 products and 2,500 contacts. Use Kajabi Payments or PayPal to avoid the 2% surcharge.
  • Pick Kajabi Growth or Pro if you already run a sizeable course or community business with a large email list, several products and a team that needs admin access.
  • Pick neither if most of your revenue comes from 1:1 or small-group coaching delivered over weeks or months. You will end up adding a booking tool, a contract tool and a way to track client progress on top.

If you are leaning away from Kajabi, our top Kajabi alternatives for coaches and WithMe alternatives lists compare more options, and Stan Store vs Kajabi covers another low-cost creator tool.

Is there a third option? When Coachful beats both, and when it does not

Yes. Coachful is a coaching platform rather than a creator platform, and it beats both WithMe and Kajabi when you sell coaching to individual clients. It does not beat them for a pure course or creator business at large scale.

Coachful's coaching flows library on a laptop and a client's coaching hub on a phone
Coachful's coaching flows library on a laptop and the client's My Coaching hub on a phone, beside a journal.

What Coachful is. One subscription covers booking, payments, contracts, program delivery with habits and check-ins, courses, a community, a website with funnels and email, and an AI assistant. The coach has one login and the client has one branded app: your branding inside the Coachful app. It is built for coaches who deliver programs, not just sessions; solo coaches growing into a small team; and coaches replacing 4 to 6 tools.

Where Coachful beats both

Between-session delivery. You build multi-week programs with weekly goals, daily tasks, habits, morning and evening check-ins, goals with progress bars and streaks. Each client record holds goals, check-ins, habits, notes, intake answers, tags, payments and sessions, and flags each client as thriving, active, quiet or at risk, so you can see who needs a nudge before the next call.

Coachful coaching flows library with Welcome, Morning Check-in and Evening Check-in flows
Coachful's coaching flows library with demo Welcome, Morning Check-in and Evening Check-in flows.
Coachful client habits dashboard with Morning Meditation, Exercise, Journaling and Reading trackers
A demo client's habits dashboard in Coachful, with progress on meditation, exercise, journaling and reading.

Here is a short walkthrough of how programs are built and delivered in Coachful:

Booking that belongs to the client record. Booking pages support availability rules, buffers, minimum notice and time-zone detection, with two-way Google, Apple/iCloud and Outlook calendar sync. Sessions run on built-in video or auto-created Zoom, Meet or Teams links. Email reminders are included, plus SMS 24 hours before and WhatsApp 1 hour before once messaging is enabled. You can sell paid sessions and session credits and ask intake questions at booking. See our coaching scheduling software page for details.

Coachful sessions calendar for September 2026 with colour-coded 1:1 and group calls
Coachful's sessions calendar with demo 1:1 sessions and accountability calls for September 2026.

Contracts before the first call. Coaching agreements with e-signature go out before the first session and are stored on the client record. Neither WithMe nor Kajabi documents this.

Payments without a platform cut. Payments run through your own Stripe Connect or Razorpay account: one-time, subscriptions, payment plans, order bumps, coupons, refunds, Apple Pay and Google Pay, and Stripe Tax, with an invoice per transaction and manual invoices. Since August 2026 Coachful takes a 0% platform fee; you pay only Stripe or Razorpay processing.

Courses, community and groups in the same app. Courses with modules, lessons, drip and completion tracking sit alongside downloads, videos, events and bundles in the client's branded home. Cohort groups are created automatically when someone enrols in a program, with a community feed, group chat, direct messages and video events. Our course platform for coaches and group coaching software pages cover these.

Coachful client Programs view with an enrolled group program and its current week
The demo client Programs view in Coachful, showing an enrolled group program, its current week and members.

Marketing, including Instagram. The section-based website builder includes a blog, custom domain, SEO settings and 30 designed homepage templates. Booking, application, lead-magnet and checkout funnels come with pixels and UTM tracking, and email covers lists, broadcasts and multi-step sequences with triggers, delays, branching and A/B splits. Like WithMe, Coachful has Instagram automations: a keyword comment, a DM, a story reply or a mention can trigger a DM with your booking link, lead magnet or checkout, and the person lands in your Coachful lead and client records.

Coachful funnels page listing a webinar funnel, a lead magnet funnel and a program launch funnel
Coachful's Funnels page with three demo funnels: a free webinar, a lead magnet and a program launch.
Coachful Automations screen with app automation, reminder and Instagram automation choices
Coachful's Automations screen with app, reminder and Instagram automation choices; none are active in this demo.
Sanctuary wellness website template homepage in Coachful
The Sanctuary homepage template, one of Coachful's designed website templates, on desktop.

An AI assistant that knows your practice. Michelle, the built-in AI assistant, works from live practice data: she builds programs, drafts emails and content, summarizes recorded sessions and briefs you before sessions. Questions and planning are included in your Coachful membership; confirmed builds and changes use AI credits. Coachful also tracks ICF coaching hours and distinct clients against ACC, PCC and MCC thresholds.

Why Coachful stands out: a free white-glove service. From Create, choose "We'll build it for you · FREE" and describe what you want: a website, funnel, sales page, program, course outline and written material, email sequence, form, link in bio, lead quiz or automation. Attach up to 8 reference links and up to 10 files such as logos, photos, brand guides and copy. The Coachful team builds it inside your own account, usually within about 24 hours. Nothing gets invented: no fake credentials, testimonials or prices; gaps are left for you to fill. A somatic coach leaving Kajabi, for example, had the homepage and About page rebuilt and the contact form connected. The service does not cover recording videos, logo design, ad management or ongoing marketing. Read more about the free white-glove service.

Coachful Create page with the We'll build it for you card
The Create page in Coachful with the "We'll build it for you" card for the white-glove build service.

Where Coachful does not beat them

  • Pure course businesses at scale. If you sell self-paced courses to thousands of buyers and rarely work with individuals, Kajabi Growth or Pro is purpose-built for that, with up to 100,000 contacts and multiple brands. Coachful is not a course marketplace.
  • The lowest possible bill for a creator storefront. If you only need a storefront, a course and Instagram DMs, WithMe's $300 annual plan is hard to undercut.
  • PayPal. Coachful has no PayPal; Kajabi supports it directly, and WithMe supports it through Stripe.
  • Your own App Store listing. Coachful's client app ships under the Coachful listing with your branding, not under your own App Store account. Kajabi Pro and WithMe's paid add-on offer a branded app.
  • Clinical work. Coachful is not HIPAA-certified and offers no BAA, so it is not for clinical record-keeping or insurance billing.
  • Other gaps. No permanent free plan, no third-party plugins, no Salesforce or HubSpot integration, and affiliate payouts are recorded manually rather than sent by Coachful.

How to start

Start a free trial, then use the free white-glove build to have your website, a funnel or your first program set up in your account. Clients, programs and content are imported for you during onboarding, so moving from WithMe or Kajabi does not mean rebuilding by hand. Plans are flat and monthly plans cancel in one click (current plans: Lite: $29/month for up to 5 clients; Solo: $49/month for up to 20 clients; Pro: $99/month with unlimited clients; Studio: $199/month with unlimited clients). If you are coming from Kajabi specifically, see Coachful vs Kajabi and our funnels and email comparison.

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How do all three compare for a typical coaching practice?

For a coach with around 15 active clients who also sells a small course, the three tools cover the job very differently. This table shows what each documents for that practice.

ToolPrice for 15 clientsBooked 1:1 sessionsProgram with habits and check-insSigned agreementInstagram comment-to-DMPayPal
CoachfulSolo: $49/month for up to 20 clientsBooking pages, calendar sync, remindersYesE-signature before the first callYesNo
WithMe$25/mo billed yearlyCoaching Call products, pay before bookingNot documentedNot documentedYesThrough Stripe
Kajabi$143/mo billed yearly (Basic, up to 2,500 contacts)Not covered in the details we reviewedNoNot documentedNot documentedYes

The pattern is consistent: WithMe wins on price for a creator, Kajabi wins on scale for a course business, and Coachful wins on running the coaching relationship itself, from first booking to week twelve.

How do you decide in under ten minutes?

Write down where your revenue came from last quarter, then answer three questions.

  1. Is most of it from individual clients or from products? Clients point to a coaching platform; products point to WithMe or Kajabi.
  2. How many contacts and products will you have in a year? Under 2,500 contacts and 5 products fits Kajabi Basic; beyond that, Kajabi's next plan or WithMe's single plan.
  3. What does your current stack cost? Add up your booking, contracts, email, website and course tools. If Kajabi or WithMe still leaves you paying for booking and client tracking separately, compare that total with a single coaching platform.

Run the trial of your shortlisted tool with one real client or one real product, not a demo. Two weeks of actual use will tell you more than any comparison table.

Frequently asked questions

Is WithMe cheaper than Kajabi?

Yes, by a wide margin. WithMe costs $25 a month billed yearly ($300 a year), while Kajabi Basic costs $143 a month billed yearly ($1,716 a year). Kajabi's higher plans run to $399 a month billed yearly.

What is WithMe's monthly price?

It is unclear. WithMe's pricing page shows $29 a month, while its help center says new trials since 11 August 2026 pay $49 a month on monthly billing. The $25 a month annual price is consistent across WithMe's sources, so confirm the monthly figure at checkout.

Does Kajabi charge transaction fees?

Not if you use Kajabi Payments or PayPal; you pay only processing, which for Kajabi Payments in the US is 2.9% + $0.30 on Basic down to 2.7% + $0.30 on Pro. With another payment provider, Kajabi adds 2% on Basic, 1% on Growth or 0.5% on Pro on top of that provider's fees.

Does WithMe take a cut of sales?

No. WithMe lists a 0% commission, so you pay only Stripe's processing fees. PayPal works through Stripe.

Can I book coaching calls on WithMe or Kajabi?

WithMe's Coaching Call products book through Google Calendar and Meet or Zoom, with payment before the client chooses a time. Kajabi sells coaching as products and communities; check its coaching documentation for scheduling details before you commit.

Do WithMe or Kajabi track client habits and check-ins?

Neither documents it. Kajabi has no habit tracking or daily client check-ins, and WithMe's 1:1 Coaching product uses messages, goals and resources. Coachful includes habits, morning and evening check-ins, goals and streaks in your membership.

Which has a branded mobile app?

Kajabi lists its branded mobile app on the Pro plan in its 2026 comparison table. WithMe clients use the WithMe-branded app, with a custom-branded app as a paid extra. Coachful's client app shows your branding inside the Coachful app rather than under your own App Store listing.

What is Coachful's free white-glove service?

It is a build service included on every plan: you describe a website, funnel, program, course outline, email sequence or similar, attach references and files, and the Coachful team builds it in your account, usually within about 24 hours. It never invents credentials, testimonials or prices, and it does not include video recording, logo design or ad management.

Can I move from Kajabi or WithMe to Coachful?

Yes. Clients, programs and content are imported for you during onboarding, and the free white-glove service can rebuild your website or funnels. Kajabi provides CSV exports for contacts, sales and members; WithMe does not document an export, so ask its support how to get your data out.

Is Coachful right for a pure course creator?

Usually not as the first choice. If you sell self-paced courses to a large audience and rarely work with individuals, a course platform such as Kajabi fits better. Coachful is strongest when coaching clients through programs is the core of your business.

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