The secrets of Duolingo’s CEO for creating an App that becomes a daily habit

Luis von Ahn, CEO and co-founder of Duolingo, has shared some of the key factors that have made the platform a daily habit for millions of users worldwide. With over 34 million people logging in daily, Duolingo’s success is built on a simple yet powerful formula: making learning free, accessible, and, most importantly, fun. In a recent interview with the BBC, von Ahn revealed the pillars that have driven the app’s growth and global impact.

A simple and clear mission: universal access to education, from the beginning, von Ahn and his team had a clear goal: democratize access to language learning. As he himself mentioned, growing up in Guatemala, a country with deep inequalities in access to education, shaped his approach to creating a tool that could change lives. That’s why Duolingo’s free version is just as robust as any other, allowing people around the world to learn without financial barriers. The key, according to von Ahn, is to keep the product accessible to everyone and provide real value without cost being a hurdle.
 

 
The importance of fun and gamification, Duolingo is not just a language-learning app; it’s a gamified experience that motivates users to keep learning day after day. The company has understood that the key to maintaining motivation lies not in the content itself, but in how it’s presented. Von Ahn emphasizes the importance of daily streaks and the characters that have become icons of the app, like Duo, the green owl who kindly—or not so kindly—reminds users to practice. For von Ahn, these gamification strategies not only build engagement but also make learning a natural part of the daily routine, almost like a game.

A sustainable hybrid Business model, one of Duolingo’s major challenges has been keeping the app free while ensuring financial sustainability. The solution: a freemium model that combines ads with a paid subscription. According to von Ahn, only about 8% of users pay for a subscription, but this segment contributes 80% of the company’s revenue. Striking a balance between offering a great free product and providing premium options that enhance the experience is crucial for maintaining growth. The company has also diversified, offering courses not only in languages but also in math and music, all while maintaining a focus on accessibility and fun.

The evolution of AI in Duolingo, during the interview, von Ahn also discussed how artificial intelligence has been key to improving the user experience. AI allows the app to personalize content for each learner, understanding their strengths and weaknesses, and offering exercises that adapt to their progress. Additionally, the recent introduction of Lilly, a character that helps users practice conversation in various languages, shows how the company is investing in technology to make learning more interactive and less intimidating. “Most people are like me,” von Ahn said, referring to the fear of speaking a new language in front of others. Lilly provides a safe way to practice, which is an important differentiator.