By Dan Agbo
In 2022, Kristina Yegiazarova, enterpreneur from Russia launched Iskhodny Kod, an online platform built around a concept she calls the “personal algorithm.”Two years later, the company reports 30,000 paying users, annual revenues exceed $2M, and a mobile app ranked among Russia’s Top-10 education products.
For a young EdTech startup, those numbers place Iskhodny Kod somewhere between early traction and mainstream adoption — visible enough to attract attention, but still small compared to regional incumbents in language learning or online tutoring.
Where psychology meets data
Kristina’s background is in psychology and product design, not computer science. The idea for Iskhodny Kod emerged, she says, from noticing how most online learning tools treated users identically, adjusting only for performance metrics like test results or course completion.
Her question was simple: could algorithms adapt education to personal traits, motivations, and behavioural patterns rather than just academic outcomes?
The result was a platform combining:
- Behavioural data from user activity
- Psychological profiling through voluntary questionnaires
- Algorithmic modelling to generate personalised learning paths and self-reflection exercises
Unlike adaptive learning systems focused on curriculum pacing, Iskhodny Kod positioned itself at the intersection of digital education, mental well-being, and personal analytics.
Growth by mid-2024
Internal metrics reviewed by TechCrunch show:
- 30,000+ paying subscribers on web and mobile combined
- $11–15 monthly ARPU, depending on plan
- ~10% conversion from free to paid users
- Mobile app launch in 2023 with 1,500+ user reviews and a 9 App Store rating
Revenue reached an annualised run rate of $2.4M by mid-2024. The company remains bootstrapped and profitable, funding development from subscription income rather than external capital.
Technology decisions
From the outset, the platform was built around a proprietary algorithmic engine running on a modular, cloud-based architecture. Data handling followed GDPR standards, an unusual move for a Russia-focused startup at the time but one that simplified later localisation planning.
The engineering team — under 20 people by July 2024 — kept algorithm development in-house while relying on third-party services for analytics, hosting, and payment infrastructure.
The founder’s role
People close to the company describe Kristina as directly involved in product decisions during the first two years, particularly around the recommendation engine and mobile experience. As the user base grew, her focus shifted toward hiring, compliance planning, and potential international expansion.
Market context
Russia’s EdTech market in 2024 is dominated by language learning apps, K–12 tutoring platforms, and professional upskilling services. Iskhodny Kod occupies a smaller niche: self-development technology rather than formal education.
Analysts note that this positioning gives the company a differentiated brand but also limits direct comparables — few platforms combine personal analytics, education, and mental well-being in one product.
Next steps
By mid-2024, the company’s roadmap included:
- Expanding into Eastern European markets in 2026
- Adding AI-driven personalisation to its existing algorithmic engine
- Building partnerships with coaching and mental health platforms
Hiring plans called for doubling the engineering team and redesigning the mobile interface before the next growth phase.
Outlook
Two years in, Iskhodny Kod shows steady — if unspectacular — growth for a bootstrapped EdTech startup. Whether it becomes a niche regional product or scales into a broader platform will depend on execution in international markets and the company’s ability to keep users engaged beyond the initial novelty of personalised recommendations.
For now, Kristina’s bet on the “personal algorithm” remains an experiment in progress — one watched with interest by both EdTech observers and early adopters looking for alternatives to one-size-fits-all learning tools.
