Why Idun Blue?
Idun Blue is the course platform that is also your website, checkout and email list. Here is everything that sets it apart, on one page.
Customers pay into your own Stripe account. You pay only Stripe’s fees.
Connect your own Stripe account and the money lands there, not with us. Customers can pay by card, Apple Pay and Google Pay, and with Klarna if your Stripe account has it.
How payments workA PDF invoice with VAT and bank details. With a Swish business number, it gets a QR code.
Send the invoice from Studio with VAT, payment terms and a due date. Customers can also ask for an invoice at checkout, and you approve each request. Credit notes and recurring monthly invoices are included. Swish is Sweden’s mobile payment app.
Read about invoicesSwedish buyers get a receipt to hand to their employer, who decides what is reimbursed.
Many Swedish employers pay a yearly wellness allowance against a receipt. You switch the receipt on for what you sell. It shows your company registration number, the participant’s name, the activity and the VAT, and arrives by email as a PDF.
How the receipt worksSwedish VAT, EU reverse charge and OSS.
Idun calculates VAT against a European rate table and stores it on every order. A VAT number is checked against the EU register before reverse charge applies. You choose the rate on the offer.
Read about VAT at checkoutUnlimited courses, products, pages, members and buyers.
The price doesn’t rise because you have more courses or more customers. Video and email have published guide values, and if you go over one, your customers keep their access.
Read pricing and termsEvery course video gets subtitles and a transcript on its own.
Upload a lesson and the subtitles appear by themselves. Replays and podcast episodes get a transcript too. English accounts use a multilingual model, and Swedish ones use KB-Whisper from the National Library of Sweden, trained on Swedish speech. We run both models ourselves.
Read about subtitlesStudio runs in the browser and as Studio for Mac. Your participants have the Idun Blue app from the App Store.
The app is called Idun Blue and gathers what each participant bought. On Android and computers they use the web app on your own domain, which can be added to the home screen. You build in Studio, in the browser or in Studio for Mac, which keeps itself up to date.
Read about the member appVideo, audio, text and files, released at the pace you choose.
Participants pick up where they left off, on phone or computer. Quizzes with a pass mark and personal certificates are there when you need them.
Read about coursesMove in from Acast, Libsyn or Buzzsprout, or start from scratch.
Public episodes go out in a standard RSS feed to podcast apps. Premium episodes are tied to a product and shown only to buyers. Episodes are transcribed automatically.
Read about podcast hostingGo live without anyone installing anything, or use your Zoom link.
Idun handles registration, seat caps and reminders. Record the broadcast and turn the replay, with subtitles, into a course lesson.
Read about events and webinarsClients pick a time and pay through your Stripe account.
A free intro call and paid sessions can each have their own schedule. Bookings show up in Google Calendar, Apple Calendar or Outlook through a calendar link.
Read about bookingsRooms and threads in the member app, not in a Facebook group you don’t own.
A course can have its own room, and buyers are added automatically. You decide who gets into each room.
Read about communityFinished designs, sales pages and a blog. The member app lives at the same address.
Pick a complete site and swap in your own words and images, or let Idun AI write the first draft. You connect the domain yourself in Studio with a guide.
Read about the websitePlan your posts in one calendar. Whoever comments GUIDE gets the link in a DM, automatically.
Prepare the image, video and caption where your course and offer already are. You can also hold the link until she follows you, and ask for her email address right in the DM. Reply to Instagram messages and comments in Studio, and see reach and engagement per post. Video can also go to YouTube as Shorts and to TikTok. On YouTube we have only tried private videos so far, and on TikTok, posts stay private until TikTok approves public posting.
Read about social mediaEmail that knows what each person bought.
A purchase, a sign-up or a form can start the right sequence and grant the right access. You write your emails in the same place as the course and the offer.
Read about email and newslettersIt drafts pages, courses and email, and you say yes. No credits to top up, and it runs in the EU.
Ask it to write a sales page, set up an email sequence or turn your material into a course. Everything it makes is a draft, and nothing is published or sent until you say yes.
Read about Idun AIFull API and MCP included.
Connect your own AI and it can build courses, pages and email for you, with the same permissions you have in Studio. Your subscription’s limits apply, and ChatGPT needs a plan that supports custom connections.
What do API and MCP mean?No higher plan needed to connect your own systems.
Create API keys and choose what each one may read, change and publish. Signed webhooks pass purchases, sign-ups and bookings on to your other tools.
Read about webhooks and the APIStudio, checkout, receipts, invoices, email and the member app, all in your account’s language.
Each account runs in one language, help articles included. When you write to us, a real person answers, in English or Swedish.
Open the help centreThe platform, the database and Idun AI run in the EU.
Email delivery and backups use US providers, and some sub-processors, such as Stripe and Cloudflare, handle data under their own terms. It’s all in the privacy policy, and our data processing agreement is public.
Read the privacy policyContacts, members, purchases and course progress, via the export from the platform you’re leaving.
The help is part of the founding offer. We start from your old platform’s export, and members keep their access and progress when the export includes them. You don’t have to move everything at once.
How the move worksMonthly, no annual prepayment. The founding price is locked for as long as you stay.
Cancel at any time, and the subscription ends at the close of the period. You can export your content for 30 days after the agreement ends.
Read pricing and termsEverything you can do in Studio can also be done by your own AI or your own systems.
MCP is the standard ChatGPT and Claude use to work inside other tools. You connect Idun once and sign in with your Idun account. Then you can write, for example, “make a sales page for my autumn course and a three-email sequence”, and your AI builds it right in your account.
Courses, pages, offers, contacts, email, bookings and automations. What is in Studio is also there for your AI and in the API, and no higher plan is needed.
Your AI works with the same permissions as you. Publishing, sending email and posting to social media are separate permissions. Every change is logged so you can see what was done, and many changes can be undone.
Create API keys and choose what each one may read, change and publish. Webhooks pass purchases, sign-ups and bookings on to tools that accept webhooks, such as Zapier and Make.
ChatGPT on plans that allow custom connections, Claude on the web, in the app and in Claude Code, and Codex. In Studio for Mac you can also use your own Claude or Codex subscription directly.
Compared with others
Kajabi, Skool and Teachable each do part of the job. Idun does everything on the list, with its servers in the EU, and without taking a cent of what you sell. Customers in Sweden can also get a wellness allowance receipt straight after they buy.
| Feature | Idun Blue | Kajabi | Skool | Teachable |
|---|---|---|---|---|
| Price per month | €199 (US$199) excl. VAT; founding price €99 (US$99) for the first 100 | $179 | $9 or $99 | from $39 |
| Fee on your sales | 0% | 0% in Sweden | 10% + 30¢ on Hobby | 7.5% on Starter |
| Servers in the EU | Yes | NoNo EU option documented | NoUS | NoNo EU option documented |
| Website and sales pages | Yes | Yes | No | Yes |
| Email list and automations | Yes | Yes | PartlyPost broadcasts | PartlyDepends on plan |
| Community | Yes | Yes | Yes | PartlyFrom $89/month |
| Podcast | Yes | PartlyUses one of 5 product slots | No | No |
| Bookings and coaching | Yes | PartlyAs a product | No | PartlyAs a product |
| Events and webinars | Yes | Yes | Yes | No |
| App for your members | Yes | Yes | Yes | Yes |
| Number of products | Unlimited | 5 | Unlimited courses | 5 |
Entry plans billed monthly, from Kajabi’s, Skool’s and Teachable’s own pricing and help pages on 2 October 2026. Skool’s fee includes card processing. Otherwise, payment processor fees apply everywhere, Idun included.
$179 a month for five products and 2,500 contacts, and a podcast takes up one of the product slots. Kajabi doesn’t describe an option with servers in the EU.
Full comparisonA community with courses, but no website or sales pages, and its emails are community posts. On the Hobby plan, ten percent of your sales go to Skool.
Full comparisonCourses and sales pages, but community needs the $89-a-month plan, and Starter takes 7.5% of everything you sell.
Full comparisonAn ordinary week
Three people have paid for the May retreat by bank transfer, and you’re matching them against a sign-up form. A client’s company wants an invoice, so you make one in Word. The Zoom link for the pre-retreat call has to go out in an email half of them won’t find. Someone commented GUIDE under your post, and you send the link by hand. The autumn sales page waits until Sunday.
You type: “Make a page for the May retreat.” Idun AI drafts the page and the offer. You change a sentence, set twelve places and an early-bird price, and say yes. People pay in full or in instalments, find the packing list in the app and land in the group’s room. You send the invoice from Studio. Reminders for the call go out a day and an hour before. Whoever comments GUIDE gets the link in a DM.
Tuesday night is yours.
What is not there yet, or works differently than you might expect.
Today customers pay by card, Apple Pay or Google Pay, and with Klarna if your Stripe account has it. Swish is available as a QR code on invoices. Swish at checkout is coming, connected to your own Swish Handel agreement, and we help you get set up.
Idun sends the invoices and stores the VAT on every order. A connection to your accounting software is coming. Until then, you carry the records over yourself.
Studio, checkout, email and the member app are in Swedish and English. A workspace has one language. If you sell in both, a second workspace can be set up on request.
The Idun Blue app is for iPhone. On Android and computers, participants use the web app, which can be added to the home screen.
Until TikTok approves public posting, posts there stay private.
Idun Blue costs €199/month (US$199) excl. VAT. Founding price for the first 100: €99/month (US$99), half price, locked for as long as you stay. Everything is included, and we help you move and get started. No lock-in, no annual prepayment.
Read pricing and terms