Kajabi Counted Its Own Creators. The Ones Selling Several Things Earn 4.5x More.

One statistic has been quoted back at course creators for a year now, usually by someone who wants them to build a second product.

It came from Kajabi's Chief Product Officer, Kirk Miles, in the company's September 16, 2025 announcement of its largest product upgrade in company history, with 10 new major feature launches. His line: "Our data reveals that creators who bundle multiple products earn four and a half times more revenue than those who offer just one."

He described the new suite as "a seamlessly blended system built to generate new income streams."

Alongside it came a second number: creators who use Communities earn 40% more than those who don't — announced in the same breath as the news that Communities would be included in every Kajabi plan at no extra cost.

Where the number came from

The timing matters. The upgrade landed a month after Kajabi announced that creators on the platform had collectively earned over $10B in revenue, a mark hit just months after crossing $9 billion. Kajabi's pitch throughout has been ownership: unlike platforms that retain a share of creator earnings, Kajabi takes nothing.

So 4.5x arrived as a victory lap and a product roadmap at the same time. That's not a scandal. It's just worth saying out loud before anyone reorganizes their business around it.

The problem with 4.5x

Run the causation backwards and the number looks very different.

A creator selling four products is almost never a beginner who added three things. It's someone with a list, a track record, repeat buyers, probably a team. The second product didn't create the business. The business made the second product possible.

Kajabi's own data makes this almost explicit. The average six-figure earner on the platform has between 1,000 and 10,000 followers, an email list of roughly 4,000 people, and just 309 paying customers. Selling a second thing to 309 people who already paid you is a completely different exercise from selling a first thing to an audience that doesn't exist yet.

Multiply zero buyers by a bundle and you still have zero buyers.

Two numbers for the same idea

Here's the part that should make anyone quoting these stats slow down.

Five months before the 40% figure, Kajabi published its State of Creator Commerce report, which found that creators with community offerings report making 2x more than those without. That report came from 1,717 respondents surveyed with Qualtrics, including full-time creators, part-timers and digital entrepreneurs.

Same company. Same broad claim. 40% in one, 2x in the other.

The two aren't necessarily in conflict — one appears to be platform behavior, the other is what creators say about themselves in a survey. But they're measuring different things and landing in very different places, which is a reminder that "community makes you more money" is a direction of travel, not a multiplier you can bank.

Tubefilter made the obvious observation at the time: these findings help Kajabi promote its own business.

What a one-product creator should actually take from it

Not "build another product." The honest reading is narrower and more useful: among creators who are already selling something successfully, revenue scales with the number of things they sell.

If people are buying from you, there is money sitting on the table you haven't picked up. A second offer at a different price point, a community attached to the course, a coaching tier for the 5% who want more access — those are real levers, and the platform data supports pulling them.

If nobody is buying the first thing, 4.5x is a multiplier applied to a problem you haven't solved yet.

The bundle doesn't build the audience. It bills it.