Idun Blue vs Thinkific — one price instead of a plan per feature

The short version

Thinkific is built around online courses, and the plan decides what you get. All four plans include unlimited published courses, quizzes, community, a site builder with landing pages, and email automation. Basic has five coaching sessions and five digital downloads and no course certificates. Start at €107/mo adds certificates, assignments, unlimited coaching, advanced CSS and HTML, order bumps and upsells. Grow at €213/mo adds exams, the public API, webhooks and the option to remove Thinkific’s branding. The AI teaching assistant sits on Plus, which is priced through sales.

Idun Blue has one price for the whole platform. Courses, community, website and pages, email and automations, bookings, Instagram planning and link in bio are included from the start. Podcast, events and webinars, coaching, invoices, physical products and course certificates are switched on under Settings → Features. Idun AI works in what you already have: your lessons, offers, pages and emails. Studio is available in Swedish and English, and the platform runs on servers in the EU.

Pricing

The figures below come from Thinkific’s own pricing page and were checked on 20 August 2026. Prices change, so always check https://www.thinkific.com/pricing/.

The pricing page has no currency selector and shows prices in euros for a visitor in Europe. These are the figures you will see yourself from here.

Plan	Monthly	Annual (per month)
Basic	€53/mo	€39/mo
Start	€107/mo	€79/mo
Grow	€213/mo	€159/mo
Plus	Not published — talk to sales	—

Thinkific’s prices exclude tax. The pricing page shows a 30-day free trial.

Thinkific Payments is stated at 2.9%. If you use a different payment provider, such as your own Stripe account, the page says an additional third-party payment gateway fee applies and that it “varies per plan type”. No percentage is published for that fee, so we do not quote one.

Idun Blue is free during the beta and then costs SEK 1,000 a month excl. VAT, for the whole platform. No plan unlocks features, and we take a 0% platform fee: payments go to your own Stripe account and you pay only Stripe’s fees. Thinkific bills in euros and Idun Blue in kronor, so compare the converted price on the day you choose.

Where the platforms differ

What drives the price

With Thinkific, the plan decides which tools you have. Certificates, assignments and order bumps start on Start, exams, the API and webhooks on Grow, and the AI teaching assistant on Plus. With Idun Blue you pay one price and switch on what you need per workspace in Settings → Features.

Your own payment provider

Thinkific charges a fee that “varies per plan type” when you use a payment provider other than Thinkific Payments. Idun Blue runs straight against your own Stripe account with no surcharge, and we connect Stripe together with you during onboarding. Before the connection is done you can publish free offers. With invoicing switched on, an offer can also be bought on invoice: the buyer sends a request, you approve it, Idun sends the invoice and access opens when you mark the order as paid.

Email and automations

Thinkific has email automation on all four plans. No broader automation engine is listed on the pricing page, so we compare no further than that. In Idun Blue, email sits in the same system as courses, offers, purchase history and community. A broadcast or an automation can start from what someone bought, how far she has come in a course or which tag she has.

Bookings and coaching

Thinkific lists coaching with a bookable calendar on every plan, with five sessions on Basic and unlimited from Start, plus webinars. In Idun Blue, bookings are on from the start, for free intro calls as well as paid sessions, with payment through the same Stripe account as your courses. Coaching packages and events in your own live room are switched on when you need them.

More than a course platform

In Idun Blue your podcast, website, Instagram and mailing list sit in the same workspace as your courses. The podcast gets a real RSS feed, and premium episodes can be locked to a product. You build the website from a complete design family where menu, type and colours hold together on every page. Instagram posts are planned and scheduled from Studio through a connected professional account. The sales page lives in Website, price, checkout and order bumps in Offers, and the follow-up in Email, all in the same workspace.

AI that does the work

Thinkific’s AI teaching assistant is listed on Plus. Idun AI is included and works with what is in your workspace. Ask it to turn your notes into a course outline, shorten a sales page or write a welcome sequence. The result is saved as a draft in Studio, and you decide what gets published or sent. If you would rather use your own ChatGPT or Claude, connect it through Studio for Mac or as an MCP client.

Quizzes and course certificates

Quizzes are on every Thinkific plan, assignments from Start and exams from Grow. Course certificates start on Start. In Idun Blue, quizzes and lesson attachments are part of the course tools, and course certificates are switched on when you need them.

Mobile app, API and branding

At Thinkific, a mobile app under your own brand is a paid add-on the pricing page lists at $199 per month, included on select Plus contracts. Removing Thinkific’s branding requires Grow. With Idun Blue, members use the Idun Blue app for iPhone and iPad, or the web app in the browser on your own domain. An app under your own brand is not included. Thinkific’s public API and webhooks are on Grow and Plus. Idun Blue has a public HTTP API from the start in every workspace.

What is included in Idun Blue

• Courses, offers, email and people are always on. Pages, blog, community, automations, coupons, bookings, social media and link in bio are on from the start.
• Live events and webinars, podcast, coaching, invoices, physical products and course certificates are switched on under Settings → Features. Lesson quizzes and attachments are part of the course tools.
• Members use the Idun Blue app for iPhone and iPad, or the web app on your own domain.
• Card payments run through your connected Stripe account. Free offers work without it, and selling on invoice works once invoicing is switched on.
• Servers in the EU and Studio in Swedish and English. AI and email delivery use external providers, and your provider choices affect where data is processed.
• Free during the beta, then SEK 1,000 a month excl. VAT.

Switch to Idun Blue if

• you pay for Start or Grow to get course certificates, the API or webhooks. With Idun Blue they are part of the base price.
• you want an AI assistant without negotiating a Plus plan. Idun AI is included, and you can connect your own ChatGPT or Claude.
• you take payments through your own Stripe account and want to stop paying a fee that varies per plan. Idun Blue takes 0%.
• you want podcast, website, Instagram, mailing list, bookings, events and invoices in the same workspace as your courses.
• you sell yoga, qigong or stress management to Swedish customers and want them to get a wellness allowance (friskvårdsbidrag) receipt straight after purchase. In Idun Blue you switch it on per offer.
• you want Studio in Swedish and your data on servers in the EU.

Idun Blue opens to more creators as the beta grows. Join the waitlist and we will be in touch.