Kaplan Community · Performance Story · Q2 2026 (complete)
Q2 widened the community, more people, more reactions.
Across the full quarter, contributors are up 50% and reactions up 91% over the same three months last year, with posting holding just ahead of both Q1 2026 and Q2 2025. The honest counterweight sits with one team: community comments eased 7% year-over-year, almost entirely because Schweser's own posting cooled (its members increasingly take routine questions to AI and bring the harder ones here), while the community's own quarterly totals for contributors and reactions still grew. Attribution towers over last year at $2.33M year-to-date, already more than all of 2025, even as its monthly pace settled back from a strong Q1.
Reporting period: Q2 2026 complete · Apr 1 - Jun 30 · Squared against Q1 2026 & Q2 2025 · Half-year vs H1 2025
The Headline
More people showed up across Q2, depth is the open question.
Over the full quarter (April, May, June), Q2 widened participation: contributors +50% and reactions +91% versus the same three months last year, with posting holding just ahead of both Q1 2026 and Q2 2025 per month. The honest counterweight: comment volume eased (-7% YoY), and discussion depth (replies per thread) settled to 1.39 comments per post. That softness is concentrated in Schweser, whose own posting cooled sharply, while the community's own quarterly contributor and reaction totals still grew. Figures are community-wide, Schweser included; compared to Q1 2026 and Q2 2025 below.
Contributors · Q2 full
↑50%
1,034 unique contributors (Apr-Jun)
vs. 689 in Q2 '25 The quarter's breadth story, more people taking part than ever.
Reactions · Q2 full
↑91%
6,542 reactions (Apr-Jun)
vs. 3,423 in Q2 '25 2,181/month, the highest reaction pace on record.
Posts · Q2 full
1,715
new threads (Apr-Jun)
vs. 1,680 in Q2 '25 (+2%) 572/month, just above Q1's 539 and last year's 560.
Lead Attribution · Q2 full
↑218%
$972,810 (Apr-Jun)
vs. $306K in Q2 '25 Far ahead YoY, but below Q1's monthly pace (see Money).
The Year So Far
Six months in. Where the community sits today.
A snapshot of the full community, all product lines, Schweser included. Engagement, Members, Adoption, Lead Attribution and Contributors are all filled through June, the half-year mark.
Posts YTD
3,331
Ahead of 2024 · roughly level with 2025
3,331 new threads in six months. Monthly posts: Jan 610 → Feb 451 → Mar 555 → Apr 565 → May 657 → Jun 493. May was the year's high; June eased as Schweser cooled.
Up YoY
Comments YTD
4,968
Behind 2025 pace · ahead of 2024
June eased to 685 from May's 790. The gap to 2025 is a Schweser story: its own comments fell, and the community's own quarterly totals partly offset it.
Watch
Comment : Post Ratio
1.49 : 1
YTD community-wide ratio
4,968 comments ÷ 3,331 posts. June's monthly ratio recovered to 1.39; May's 1.20 remains the year's low. Goal is 4:1.
Soft
Reactions · June
2,238
Highest monthly reaction pace on record
A breadth signal beyond posting: over 2,200 reactions in the month, plus 37 Q&A answers accepted (roughly 9:1 over rejected).
Strong
Contributors YTD
1,917
June: 288 unique · +21% vs. June '25
288 unique contributors in June (deduped community-wide), below May's 331 but up 21% over June 2025's 238. YTD 1,917 (monthly sum). The within-quarter trend eased (Apr 415 → May 331 → Jun 288).
Up YoY
Lead Attribution
$2.33M
78% of $3M goal · 155% of pace
$2,325,077 YTD vs. a $1.5M six-month pace, already more than all of 2025 ($2.18M) in half a year. June's $287K was the quarter's lightest month; the monthly trend keeps softening.
Ahead of Pace
Total Members
150,694
50% of 300K goal · +8,763 vs. May
129,110 Vanilla members + 21,584 Career Center registrants. Up from 141,931 in May, the strongest monthly gain of the year, though the pace to 300K still needs a step-change in acquisition.
Well Off Track
Community Adoption
13%
Goal: 25% sustained in Q4
Eased to 13% (data-team calc), a seasonal dip amplified by newly launched communities (Insurance, Securities, Business School) that enlarged the eligible-member pool faster than adoption could follow. Per-team still ranges widely: LSAT 46%, MCAT 43%, Schweser 37%, Bar 15%, down to Real Estate 5%.
Off Track
The Two-Year Trajectory
2026 isn't just bigger, it's a different shape.
The lines below show the full 2024-25-26 arc. The community-wide comments, Members, Lead Attribution, and Contributors series are all current through June. The multi-year story holds: membership on a steady ramp, engagement at a higher plateau than either prior year.
Total Members, Cumulative Growth
From 30K in Jan 2024 to 151K in June 2026, a 5.0× expansion in 30 months. June reached 150,694 (Vanilla + Career Center), the year's strongest monthly gain.
Monthly Comments, Community-Wide
Comment volume ranged from roughly 490 to 1,188 a month across 2024-25. The mix has shifted: Schweser's own comments fell hard, its members increasingly take routine questions to AI and bring the harder ones here, while the community's own totals covered most of the gap.
Monthly Lead Attribution, From Zero to Engine
Tracking didn't begin until July 2024. YTD 2026 is $2.33M (+211% over the same half last year), but June's $287K was the quarter's lightest month, a softening monthly trend.
Monthly Contributors, Community-Wide
After flat 2024-25 monthly counts (160-340 band), June added 288 unique contributors, easing from May's 331 but +21% over June 2025's 238.
Q2 complete · vs Q1 2026 · vs Q2 2025
Squaring Q2 against last quarter and last year.
Metrics shown as average per month across the full three-month quarter, now that Q2 is complete, a clean comparison against a three-month Q1 and last year's Q2. The pattern holds: contributors, reactions and posts ran at their highest pace yet, while comment depth (the comment-to-post ratio: the average number of replies each new thread draws) and the monthly attribution pace eased from Q1. The comment softness is a Schweser story, not a community-wide one. Members are end-of-period levels. (Bars show monthly average; YoY is Q2 '26 vs Q2 '25.)
PostsNew threads · avg / month
Q2·25
560
Q1·26
539
Q2·26
572
+2%vs Q2 '25
CommentsReplies · avg / month
Q2·25
858
Q1·26
862
Q2·26
794
-7%vs Q2 '25
Comment : Post RatioReplies per thread (comments ÷ posts)
Q2·25
1.53
Q1·26
1.60
Q2·26
1.39
-9%vs Q2 '25
ContributorsUnique members · avg / month
Q2·25
230
Q1·26
294
Q2·26
345
+50%vs Q2 '25
ReactionsReaction activity · avg / month
Q2·25
1,141
Q1·26
1,711
Q2·26
2,181
+91%vs Q2 '25
Lead AttributionCommunity-influenced $ · avg / month
Q2·25
$102K
Q1·26
$451K
Q2·26
$324K
+218%vs Q2 '25
Total MembersEnd of period · Vanilla + Career Center
Q2·25
71,926
Q1·26
134,096
Q2·26
150,694
+109%vs Q2 '25
The Money · Q2 2026 complete
Attribution towers over last year, and is easing from a strong Q1.
Kept separate from the engagement story above. Across the full quarter and the half-year, lead attribution dwarfs 2025; the monthly pace, like comment depth (replies per thread), cooled from Q1's peak. Re-purchase is the durable commercial case, and this quarter it is the clearest it has been.
$972,810Q2 2026 · +218% YoY
$972,810 in community-attributed sales across Q2 (Apr-Jun) vs. $306,103 the same quarter last year, +218%. Year-to-date is $2,325,077, already more than all of 2025 ($2.18M) in half a year, and 155% of the $1.5M pace toward $3M. The counterweight: Q2's pace is $324K/month vs. Q1's $451K (-28%), far ahead YoY but cooling sequentially, with June ($287K) the quarter's lightest month.
Re-purchase: community members buy again, and bigger.
First-time purchasers, measured since hard launch (Feb 1, 2024 - Jun 30, 2026). Re-purchase is any additional Kaplan purchase after the first; spend is its average value. Across the community, members re-purchase at 20.9% versus 13.9% for non-members, and spend more when they do ($1,260 vs. $713). The lift is widest where it matters most, in the three verticals below.
20.9%members · vs 13.9% non-members
Community-wide, joining the community is worth a 7-point re-purchase lift (20.9% vs. 13.9%) and a higher average re-purchase value ($1,260 vs. $713). That gap is the durable commercial case for the community: members do not just engage more, they buy again more often, and bigger.
CFFP
Re-purchase rate
41.5% member vs 35.8% non +5.7 pts
Average re-purchase spend
$3,994 member vs $1,478 non +170%
Schweser
Re-purchase rate
20.5% member vs 15.8% non +4.7 pts
Average re-purchase spend
$1,029 member vs $799 non +29%
Real Estate (KREE)
Re-purchase rate
24.8% member vs 16.5% non +8.3 pts
Average re-purchase spend
$336 member vs $269 non +25%
The Half-Year · H1 2026 vs H1 2025
Through the end of Q2, the half-year is a different order of magnitude.
Two full quarters in, comparing the first half of 2026 against the first half of 2025 (January through June, both years). Revenue impact and reach have stepped up sharply; comment volume is the one line that trails, and that trail is a Schweser story.
Lead Attribution · H1
↑211%
$2,325,077 (H1 2026)
vs. $748,659 in H1 '25 Already past all of 2025 in six months.
Total Members · end of H1
↑109%
150,694 members
vs. 71,926 at end of H1 '25 More than doubled year-over-year.
Contributors · H1
↑28%
1,917 (monthly sum)
vs. 1,498 in H1 '25 Breadth of participation still widening.
Comments · H1
-10%
4,968 (H1 2026)
vs. 5,524 in H1 '25 The one line that trails, driven by Schweser.
The story Q2 tells: the community widened, more people, more reactions, Schweser softened while the rest filled the gap, and members keep buying again.
01
More people showed up
Contributors +50% and reactions +91% over Q2 2025, with posting at 572/month, just above both Q1 and last year. Participation broadened across the community, even as the within-quarter pace eased month to month.
02
Depth softened, and it's a Schweser story
Community comments eased -7% YoY and the comment-to-post ratio settled to 1.39. The softness is concentrated in Schweser, whose members increasingly take routine questions to AI and bring the harder ones here; the community's own totals grew and covered most of the gap.
03
Revenue towers, acquisition is still the hard part
Attribution hit $2.33M in the half, already more than all of 2025, and members re-purchase at 20.9% vs. 13.9% (and spend more). Yet members sit at 150,694 against a 300K goal and adoption eased to 13%, the funnel-fill story still needs a plan.