2024 was a year of seismic shifts in the learning and certification space, setting the stage for even more dramatic changes in 2025. From private equity's big bets to AI's disruptive arrival, the landscape is evolving rapidly.
This blog post breaks down the big moments of 2024 and key trends reshaping the industry in 2025 and beyond.
Five Big Moments of 2024 Impacting Learning Businesses
1. Private Equity Invests in Certifications and Training
Private equity is pouring money into certifications and training, a clear indication of their growing value. This influx of capital, along with acquisitions of major players like CompTIA and ACT, is driving innovation and expansion in the field.
For associations, this trend introduces a new level of competition. Private companies entering the space bring aggressive growth strategies, cutting-edge technologies, advanced marketing, and scalable business models. If your association’s certifications remain stagnant—without expansion into learning products, microcredentials, or subscription models—you risk losing relevance and market share.
So, the pressing question for every association leader is: How do you differentiate your certifications and learning programs in a market where private equity is driving rapid change? Now is the time to rethink strategy, innovate offerings, and solidify your position in a rapidly evolving credentialing landscape.
2. Tech Companies Expand Certification Programs
Tech giants like AWS significantly expanded their credentialing and learning programs, creating a more competitive and dynamic market. AWS alone launched 17 new training products and 2 new certifications. Google, IBM, and Microsoft are expanding their credentialing programs at scale, delivering direct-to-learner certifications that bypass traditional education and association-driven training.
Tech giants are moving fast, but associations still hold the key to industry-recognized, trusted credentials. The challenge now is to evolve, innovate, and reinforce the unique value only an association-driven credential can provide.
3. Skills-Based Hiring: The New Normal in Talent Acquisition
Research reveals that 81% of employers now use skills-based hiring, up from 73% in 2023. This shift demands that individuals and organizations ensure their certifications and learning align with in-demand skills.
This is a huge opportunity for associations—your certifications prove skills. But to stay relevant, you must:
- Align with employer needs – Ensure certifications reflect in-demand skills.
- Modernize pathways – Offer microcredentials, stackable certs, and competency-based learning.
- Boost accessibility – Provide flexible, digital learning options.
Associations that adapt will thrive. Those that don’t? Risk fading in a skills-first job market.
4. AI Enters the Professional Learning Arena
AI systems are now acing professional exams like the Bar, CPA, and Medical Licensing Exams, raising questions about the future of traditional certification pathways. The impact of AI on education is just beginning, as evidenced by Chegg's 85% enterprise value loss due to ChatGPT's threat to its business model.
This shift raises two critical challenges for associations:
1. AI-driven cheating – If your exams aren’t evolving, AI could render them obsolete. Secure, adaptive assessments are now essential.
2. AI as an opportunity – Rather than getting disrupted, leverage AI to enhance your learning programs with personalized experiences, AI tutors, and smarter assessments.
The message for learning leaders is clear: AI is rewriting the rules of professional education. You can either evolve—or risk falling behind.
5. Membership Associations: Finding New Revenue Beyond Dues
In 2024, 65.2% of associations identified generating non-dues revenue as their top challenge. Membership growth is stagnant, sponsorship dollars are harder to secure, and traditional revenue streams are under pressure.
But one area is thriving: learning. The associations seeing real growth are those that treat learning like a product—with clear value propositions, pricing strategies, and engagement models. Certifications alone aren’t enough anymore. Associations must create learning experiences professionals see as essential—whether through certificates, microcredentials, or specialized training programs.
Four Trends Reshaping the Industry in 2025 and Beyond
The big moments of 2024 have created both challenges and unprecedented opportunities. The learning landscape is transforming rapidly in 2025, and those who understand the emerging trends will be best positioned to succeed. Here's a look at what's coming:
1. Microcredentials Evolve into Credential-to-Employment Pathways: No longer just standalone badges, microcredentials are becoming integrated, stackable pathways directly connecting learners with in-demand jobs. This "credential-to-employment" model provides a clear ROI for learners and employers alike.
2. AI-Driven Learning is Embraced: AI-powered learning platforms are personalizing the learning experience at scale, providing customized content, adaptive assessments, and targeted support. Organizations that embrace AI-driven learning will gain a significant competitive edge, leaving laggards struggling to keep pace.
3. Personalization is Paramount: Generic, one-size-fits-all courses are becoming a thing of the past. Learners now expect personalized, career-driven learning journeys tailored to their specific skills gaps, career aspirations, and learning styles. Meeting this demand is crucial for attracting and retaining learners.
4. Employers are the New Buyers: A major revenue shift is happening: employers—not just individual learners—are becoming big buyers of learning. Companies are investing heavily in upskilling their workforces, and they need trusted, high-quality learning solutions. Associations that offer B2B learning products—such as corporate training programs, employer-sponsored certifications, and workforce development partnerships—are tapping into a massive new revenue stream.
Embracing the Future of Learning
By better understanding key moments in 2024 and trends to look out for in 2025, your organization can position yourselves for success in the coming years.
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