Analysed the success of various Ukrainian IT courses based on turnover rates, website traffic, monthly unique visits, etc. The findings were used to introduce an assumption of why course attendance rates have decreased.
Details
Why Ukraine’s IT Course Market Needed Competitive Analysis
This study provides an analytical overview of the Ukrainian IT sector’s evolution from 2014 to 2024, highlighting its transition into a critical pillar of national security and economic stability. The report deep-dives into the resilience of the workforce model and the strategic adaptability of companies during periods of extreme geopolitical turbulence, including the full-scale invasion. Ultimately, Molfar’s findings illustrate how Ukraine’s tech landscape has become a sophisticated global competitor, driven by a unique blend of high-level expertise and crisis-tested agility.
How Molfar Benchmarked Revenue, Search Traffic and Engagement
The analysis drew on corporate financial filings, web analytics data, paid search intelligence, and pricing and engagement metrics across the examined schools. Traffic and marketing data were benchmarked across 2022–2023 to identify year-on-year shifts in competitive positioning.
Financial Performance
The total revenue of the examined schools in 2022 reached 128.63 mln UAH.
Beetroot has the highest Revenue share, while Skill Up and Prog Academy have the lowest.
Most similar to Go IT (18.4%), FoxmindEd has an 20.4% share of the known revenue for this vertical.
Paid Search Traffic
Highest spending of the new entrants in 2023: Go IT ($508.7k), Mate Academy ($145.4k).
FoxmindEd’s $4.6k was in the same range as that of Skill Up ($4.3k) and Prog Academy ($3.7k).
Some schools supercharged ad budgets relative to 2022 (Projector ×97, Go IT ×44.5).
Website Traffic & Engagement
Mate Academy (23.4%), ITVDN (21.6%) and Hillel (15.9%) are the leaders by traffic share in 2023.
FoxmindEd holds a 1.31% market share, not too far behind Beetroot (1.34%) or Skill Up (1.96%).
Schools with low total traffic tend to have high unique visitor ratios: Main Academy (60%), Курсор (58%), Skill Up (56%).
Traffic growth in 2023: Прожектор +93%, FoxmindEd +52%, Go IT +42%.
Biggest decliners: Prog Academy −90%, Skill Up −31%, Beetroot −25%.
Pricing
Projector, Mate Academy, and Beetroot have the priciest course offerings.
FoxmindEd is priced about at the market median.
Least expensive: Go IT, Hillel.
Demographics & Behavior
Median share of male visitors is 55.5%, most in ITVDN (65.2%).
Age 25–34 is the primary audience (median 44.4%).
Mate Academy has appealed to the highest number of young visitors (18-24 years) (25%).
Beetroot is most popular with users aged 45–64 (16.5%).
Likely Reasons for Declining Course Attendance
Approximately, only 1% of junior specialists pass on to those who get jobs (data from Djinni).
Firms cut back junior hiring dramatically post Feb 2022. Companies not only reduced the strength across both forward and lateral hires, but also made fewer repeat offers.
High competition: 300-500 junior applications per new position.
Discrepancy between selected specialisation and labour-market situation.
The short-term effect of free training under IT Generation (48k applications, 2,200 enrolments).
What the Research Revealed About EdTech Demand and Market Positioning
The Ukrainian IT education market is highly competitive, with pronounced gaps in revenue, marketing intensity, and traffic between leaders and the rest of the field. Enrollment declines are driven by stagnation of the junior labour market and shifting learner demand, rather than by reduced interest in tech education broadly. Schools demonstrating resilience (Projector, Mate Academy, FoxmindEd) share a common pattern: investment in distinct value propositions such as proprietary LMS platforms, employment placement services, and content diversification. Providers that have not adapted their model to post-2022 market conditions face continued audience erosion.
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