UK

United Kingdom · Business transformation and change · Senior (5-8 years)

Senior Change Communications Specialist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandSenior (5-8 years)
  • Direct reportsNo direct reports
  • Reports toLead Change Comms Strategist or Head of Business Transformation
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Senior Internal Communications Manager (Transformation) · Change & Engagement Lead · Transformation Communications Lead · Senior Communications Advisor (Change)

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Level 6 Award in Leading Organisational Change Institute of Sales Professionals · Level 6 · covers 1 of 11 standards
Level 6 Certificate in Professional Sales Institute of Sales Professionals · Level 6 · covers 1 of 11 standards
CMI Level 5 NVQ Diploma in Management and Leadership Chartered Management Institute · Level 5 · covers 1 of 11 standards
IAO Level 3 Diploma in Leadership and Management Innovate Awarding · Level 3 · covers 1 of 11 standards
Focus Awards Level 4 NVQ Diploma in Customer Service (RQF) Focus Awards Limited · Level 4 · covers 1 of 11 standards
Pearson Edexcel Level 4 NVQ Diploma in Business Administration Pearson Education Ltd · Level 4 · covers 1 of 11 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Lead Organisational Change Level 6 Award in Leading Organisational Change
Manage strategic change CMI Level 5 NVQ Diploma in Management and Leadership
Change leadership IAO Level 3 Diploma in Leadership and Management
Initiate and implement operational change Focus Awards Level 4 NVQ Diploma in Customer Service (RQF)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Systems Fluency seeing the whole picture
Your Plan Illustration

Built for Senior Change Communications Specialist

4 units that map to this job, from the qualifications that cover it.

  1. Lead Organisational Change Institute of Sales Professionals · covers 1 of 11 standards Level 6
  2. Manage strategic change Chartered Management Institute · covers 1 of 11 standards Level 5
  3. Change leadership Innovate Awarding · covers 1 of 11 standards Level 3
  4. Initiate and implement operational change Focus Awards Limited · covers 1 of 11 standards Level 4
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Senior Change Communications Specialist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Powered Content Generation & Personalisation
  • Data Storytelling & Visualisation for Change
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Senior Change Communications Specialist plan as you set up, starting with the free Automation Fluency module. No card.

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3What this role really is

A Senior Change Communications Specialist turns complex project details into clear messages that help people understand and accept change at work.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Poppulo, Staffbase, or FirstUp (Internal Comms Platforms) Advanced

Designing new email templates, building complex audience segments for targeted campaigns, and analysing detailed campaign performance data to recommend strategic shifts in our internal comms approach. You'll be the go-to person for making these platforms sing.

SharePoint Online or Confluence (Collaboration & Intranet) Advanced

Designing intuitive site architectures for project hubs, building workflows using Power Automate to streamline content approvals, and training content owners across different business units on best practices for managing their sections. You're not just a user; you're a builder.

Smartsheet or Monday.com (Project & Stakeholder Management) Expert

Building complex comms plans from scratch, including detailed dependencies, realistic resource allocation, and setting up automated reporting dashboards for project leads and executive sponsors. You'll use these to keep everything on track and visible.

Qualtrics or SurveyMonkey Enterprise (Survey & Feedback) Advanced

Designing sophisticated surveys with branching logic to get nuanced feedback, analysing results to identify trends and sentiment, and presenting those findings clearly to project leadership to inform comms adjustments. You'll turn data into actionable insights.

Canva or Vyond (Visual Content Creation) Advanced

Developing new visual concepts and templates for transformation programmes, creating engaging infographics or short animated videos, and coaching other team members on how to use visual communication effectively to enhance their messages.

Miro or Mural (Virtual Collaboration) Expert

Designing and expertly facilitating complex virtual workshops for things like stakeholder mapping, change journey mapping, or message testing with diverse groups. You'll make sure everyone's voice is heard and ideas are captured visually.

Power BI or Tableau (Executive Dashboards) Intermediate

Working closely with our data analysts to define the requirements for comms-related dashboards (e.g., change readiness scores, channel effectiveness, sentiment trends). You'll be able to interpret these dashboards and use them to inform your strategic recommendations.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Communication Channel Selection Suggest channels based on templates; manager approves. Select channels for routine comms within guidelines; escalate for new channels or high-impact messages. Independently design multi-channel comms plans for complex projects; consult Lead Strategist on enterprise-wide channel strategy shifts.
Message Content & Tone Draft content following established talking points and templates; supervisor reviews and approves. Develop original content for assigned projects; seek approval for sensitive topics or major announcements. Craft and finalise messaging for high-stakes, sensitive changes; collaborate directly with executive sponsors for sign-off, ensuring alignment with overall programme narrative.
Feedback & Measurement Strategy Execute pre-defined surveys and report basic metrics. Design and deploy project-specific pulse surveys; analyse results and propose adjustments to comms. Design comprehensive feedback loops for complex programmes, including qualitative and quantitative methods; interpret data to recommend strategic shifts in comms approach to project leadership.
Budget Allocation (Comms-specific) No budget authority; flags needs to supervisor. Manage small allocated budgets (e.g., £1K for stock imagery); flags overspend to manager. Recommend and manage project-specific comms budgets up to £5K (e.g., for specific creative work or external content); escalate anything beyond that for approval.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Change Readiness Score Improvement
Measuring the uplift in employee preparedness and positive sentiment towards a specific change programme.
Target · Increase readiness scores by at least 20% from baseline (pre-comms) to post-launch for your assigned projects.

If a project's baseline readiness score was 55%, we'd expect to see it hit at least 75% after your comms plan has been in full swing for a month. This isn't just about awareness; it's about genuine understanding and willingness to adopt.

Message Recall & Understanding
How well employees remember and accurately interpret key messages about a change.
Target · Achieve 85% accurate recall of the top three key messages in post-communication pulse surveys.

After a major announcement about a new HR system, 85% of surveyed employees should be able to correctly identify the main benefit (e.g., 'faster expense approvals') and the go-live date. If they're still confused about the basics, we know we need to adjust.

Help Desk Ticket Reduction (Confusion-Related)
Minimising the number of support tickets directly related to confusion about new processes or systems, indicating effective proactive communication.
Target · Keep the spike in 'confusion' related help desk tickets below 15% of the average baseline in the first two weeks post-go-live for your projects.

If the average weekly help desk tickets are 100, and a new system launches, we'd aim for no more than 115 tickets specifically asking 'how do I do X in the new system?' or 'what's changed with Y?'. A huge spike tells us our comms missed something big.

On-Time & On-Budget Comms Delivery
Ensuring all planned communications are delivered according to the agreed schedule and within allocated resources.
Target · 95% of all scheduled communications delivered on time; 100% within allocated budget for creative/distribution.

If the comms plan for a new CRM rollout had 20 scheduled messages over 8 weeks, you'd deliver 19 of them exactly when planned, and the one late one would have a clear, documented reason. You'd also make sure any external creative costs didn't exceed the £5K allocated.

Sponsor & Leadership Confidence
How confident and prepared our executive sponsors and leaders feel about delivering change messages.
  • Leaders proactively ask for your advice on how to phrase difficult messages. They use your talking points verbatim in town halls. They tell you they feel ready to answer tough questions. You're invited to pre-briefings for sensitive announcements, not just asked to 'write something up'.
Stakeholder Engagement & Collaboration
The quality of your working relationships with project teams, HR, and other key groups, and how well you get them involved in comms planning.
  • Project managers bring you in at the start of planning, not just when they need an email drafted. HR BPs share insights about team sentiment with you directly. You're seen as a trusted partner, not just a service provider. People come to you for advice on how to handle a tricky internal announcement.
Quality of Message Resonance
How well your messages connect emotionally and logically with the target audience, leading to genuine understanding and buy-in.
  • Feedback from focus groups or informal chats shows people are repeating key messages in their own words. People ask constructive questions, not just confused ones. You see evidence of the 'WIIFM' being understood and discussed positively in team meetings. The tone feels human and relatable, not corporate.
Proactive Resistance Management
Your ability to anticipate and address potential areas of resistance before they become major issues.
  • You identify potential 'frozen middle' managers early and equip them with specific talking points. You propose targeted comms for known resistant groups. You bring potential issues to the attention of project leadership with proposed communication solutions, rather than reacting after the fact. You're not just reporting resistance
  • you're helping to mitigate it.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Making a Tangible Difference in People's Working Lives

You get a buzz from seeing an employee finally 'get' a complex change, or hearing that your comms helped someone feel less stressed about a new system. You're driven by the idea that your words genuinely help people navigate uncertainty and ultimately improve their day-to-day work.

After a tough system migration, you receive an email from a front-line manager thanking you because your clear instructions meant their team felt prepared and confident, avoiding a big dip in productivity.

Solving Complex Communication Puzzles

You love the challenge of taking a really complicated business problem or technical change and figuring out the absolute clearest, most compelling way to explain it to a diverse audience. It's like being a detective for clarity.

A new compliance regulation comes in, and Legal has drafted a 10-page document. Your motivation kicks in to distil that into a concise, actionable 'what you need to know' guide that protects the business without overwhelming employees.

Being at the Forefront of Organisational Change

You enjoy being in the know about the big strategic shifts happening across the company. You like influencing how those changes are perceived and adopted, feeling like a key player in shaping the company's future.

You're regularly invited to early strategic planning meetings, not just for comms input, but because your perspective on how changes will land with employees is valued by senior leaders.

What frustrates people
  • The Late Invitation: Being brought into a project after all major decisions have been made and being told to 'just draft the comms,' making your role purely tactical and reactive.
  • The 'Shoot the Messenger' Syndrome: Bearing the brunt of employee anger and frustration for unpopular decisions that were made by leadership three levels above you.
  • The Disappearing Sponsor: The executive who is passionate and visible at the kickoff meeting but becomes impossible to find when tough messages need to be delivered or resistance emerges.
  • Death by Committee: Having your clear, concise, and human-centered messages reviewed by 10 different stakeholders (especially Legal and Compliance) until they become watered-down, jargon-filled corporate speak.
  • The Battle for a 'Seat at the Table': Constantly having to justify why communication is a strategic workstream that needs to start at project inception, not a 'check-the-box' activity at the end.
  • Misaligned Timelines: The project team operates on an aggressive, tech-driven timeline, while you know that people need more time to process, understand, and adapt to the change, creating constant tension.
What this role does not give you
  • A predictable, unchanging routine; every project brings new challenges and audiences.
  • The ability to always deliver 'good news'; sometimes you'll be communicating difficult decisions.
  • A quiet, solitary work environment; you'll be collaborating and presenting constantly.
  • A role where every single piece of your work goes out exactly as you first drafted it.

8Who you work with

Your work directly influences how smoothly our transformation programmes land. If employees don't understand or accept the changes, we lose productivity, morale drops, and project benefits just don't materialise. When you get it right, we see quicker adoption, less resistance, and a more engaged workforce during times of significant disruption. Essentially, you're making sure the 'people' side of change actually works.

Inside the business
  • Project & Programme Managers (they're building the change, you're explaining it)
  • Senior Leadership & Executive Sponsors (they need to deliver the messages, you write them)
  • HR Business Partners (they know the pulse of the teams)
  • IT & Product Teams (they build the tech, you explain the user impact)
  • Legal & Compliance (they'll review everything you write, sometimes making it 'less human')
Outside the business
  • External Communications (making sure internal and external messages align)
  • External Agencies (occasionally, for big campaigns or creative support)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven experience (at least 5 years) in a dedicated internal communications or change communications role, ideally within a large, complex organisation.
  • A strong portfolio of successful communication plans and materials for significant organisational change initiatives.
  • Demonstrable experience in stakeholder management, particularly with senior leaders and project teams.
  • Experience mentoring or guiding junior team members.
  • A solid understanding of at least one recognised change management framework (e.g., Prosci ADKAR® or Kotter).

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Digital Adoption Platforms (DAPs) Integration

As new systems roll out, DAPs like WalkMe or Whatfix are becoming crucial for in-app guidance. Your role will evolve to integrate comms directly into these platforms, ensuring employees get the right message at the exact point of need, rather than just through emails.

Contextual Messaging Design · User Journey Mapping for DAPs · A/B Testing In-App Messages

  • This month: Research leading DAP providers (WalkMe, Whatfix) and understand their core functionalities.
  • Next quarter: If a new system is being rolled out, volunteer to work with the project team and IT to explore DAP integration for comms.
  • Month 4-6: Design a simple in-app message flow for a new feature in an existing system, even if it's just a prototype.
  • Month 7-9: Document the potential benefits and challenges of DAP integration for our future comms strategy.

Quick win: Ask your IT team if they're already using any DAPs. Get a demo and start thinking about how comms could be delivered directly within those tools.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry webinars and conferences on change management, internal communications, and digital transformation.
  • Subscribing to leading industry publications and thought leadership (e.g., McKinsey, Gartner, Ragan Communications).
  • Participating in professional networking groups or communities of practice for change and internal comms professionals.
  • Taking online courses in advanced storytelling, data visualisation, or specific digital comms tools.
  • Seeking out opportunities to mentor junior colleagues, even informally, to hone your leadership and coaching skills.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Powered Content Generation & Personalisation

Generative AI tools are getting incredibly good at drafting initial comms, summarising complex documents, and even tailoring messages for different audiences. Competitors are already using these to produce high-quality comms much faster, freeing up their specialists for higher-value, strategic work. If you don't use it, you'll be left behind.

  • Prompt Engineering for Comms
  • AI for Audience Segmentation & Tone
  • Automated Content Summarisation
  • Ethical AI Use in Comms

Data Storytelling & Visualisation for Change

Leaders and employees are increasingly data-literate. Simply stating 'readiness scores are up' isn't enough; you need to show the story behind the numbers, visually. Being able to translate complex data into compelling, easy-to-understand visual narratives will be crucial for demonstrating impact and influencing decisions.

  • Choosing the Right Chart Type
  • Narrative Arc in Data Visualisation
  • Dashboard Design Principles
  • Avoiding Misleading Visualisations

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Change Management Frameworks (Prosci ADKAR®)
  • Stakeholder Analysis & Mapping
  • Change Impact Assessment (CIA) for Comms
  • Narrative & Storytelling for Business
  • Multi-Channel Communication Strategy
  • Feedback Loop & Measurement Design

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    From Change Communications Specialist (L2)

    2-3 years as a Specialist

    Skills to master

    • Mastering end-to-end comms planning for medium-sized projects, developing strong stakeholder relationship skills, demonstrating proactive resistance management, and consistently delivering high-quality, impactful communications.

    You're ready to move on when

    • You're consistently delivering comms plans for your projects on time and with measurable impact.
    • Project managers are actively seeking your input early in their planning cycles.
    • You've successfully managed comms for at least one high-stakes or sensitive project.
    • You're starting to informally mentor new joiners or less experienced colleagues.
    • You proactively identify potential communication challenges and propose solutions, rather than just reacting.
  2. 2

    From Senior Internal Communications Manager (Non-Change Specific)

    3-5 years in a senior internal comms role

    Skills to master

    • Developing a deep understanding of change management methodologies (e.g., Prosci ADKAR), gaining experience in stakeholder analysis for transformation, and learning to craft narratives specifically for disruptive change, not just general employee engagement.

    You're ready to move on when

    • You have a strong track record of managing complex internal comms campaigns across diverse audiences.
    • You've actively sought out opportunities to support change initiatives within your previous roles.
    • You can demonstrate a clear understanding of the 'people side' of change and its unique communication challenges.
    • You're comfortable working with project managers and technical teams to translate complex information.
  3. 3

    From Communications Consultant (Agency Side)

    4-6 years in a consulting role focused on internal/change comms

    Skills to master

    • Adapting agency-side experience to an in-house context, building deep, long-term relationships with internal stakeholders, and navigating internal politics. You'll need to demonstrate a commitment to a single organisation's transformation journey.

    You're ready to move on when

    • You have a diverse portfolio of change comms projects for various clients.
    • You can articulate how your consulting experience translates to driving internal adoption and behaviour change.
    • You're looking for a more embedded, long-term role where you can see the impact of your work over time.
    • You're comfortable with the idea of being 'one of us' rather than an external advisor.

15Where this role leads

The long view: This work can lead into managing a change communications team, or into a director role setting communications strategy for a business unit.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Senior Change Communications Specialist is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Lead Organisational Change, worked against Senior Change Communications Specialist.

Lead Organisational Change Level 6

Applied to your work in Senior Change Communications Specialist

This unit aims to provide learners with a comprehensive understanding of organisational change, including various models and influencing factors. Learners will be able to effectively communicate a change vision to stakeholders and lead the change process, managing resistance to ensure successful implementation.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
Senior Change Communications Specialist
  • Change Management Frameworks (Prosci ADKAR®)
  • Stakeholder Analysis & Mapping
  • Change Impact Assessment (CIA) for Comms
  • Narrative & Storytelling for Business
  • Multi-Channel Communication Strategy
  • Feedback Loop & Measurement Design
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Senior Change Communications Specialist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Lead Change Comms Strategist (L4)

    3-5 years in the Senior Specialist role

    This is a significant step up, moving from leading complex projects to architecting the overall communication strategy for major programmes with multiple sub-projects. You'll manage more senior stakeholders and often guide other specialists.

    • Designing enterprise-wide communication frameworks and playbooks
    • Integrating change comms with broader corporate communications and HR strategies
    • Advanced data analysis for programme-level impact measurement
    • Budget management for larger comms initiatives (£50K-£500K)
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, a big chunk of your week is spent drafting, reviewing, and trying to get your head around complex project details. What if you could cut down on those time-consuming tasks and focus more on the strategic thinking, the empathy, and the actual human connection that makes change communications truly effective? Well, you can.

We're embedding AI tools into our daily workflow to help our Change Communications Specialists work smarter, not just harder. Think of AI as your super-efficient assistant, handling the grunt work so you can focus on the nuanced, human-centric aspects of your role. It's not about replacing your brilliant brain; it's about giving you more time to use it where it really counts.

First Draft Automation

Use generative AI to churn out initial drafts of routine communications – think FAQs, system outage alerts, or training reminders. Just give it a few bullet points, and the AI handles the basic structure and boilerplate language. You then swoop in to add the human touch, the specific nuance, and the 'WIIFM' that only you can provide. It's like having a really fast, slightly robotic junior copywriter on tap.

Sentiment Analysis Accelerator

Imagine feeding hundreds of open-ended comments from your readiness surveys or internal social channels into an AI tool. Instead of spending hours manually reading and tagging, the AI instantly categorises feedback into themes (e.g., 'leadership concerns,' 'training gaps,' 'tool usability') and gives you an overall sentiment score. This means you can spot resistance hotspots and adapt your comms much, much faster.

Audience Personalisation Engine

Got a core message that needs to land with, say, IT, Sales, and Finance? Instead of writing three separate versions from scratch, you can feed the core message into an AI and define your audience segments. The AI will then rewrite the message, tailoring the tone, examples, and the all-important 'WIIFM' for each specific group. This ensures higher resonance across the board, without you needing to be a master of 10 different voices.

Change Strategy Research Partner

When you're kicking off a new, complex transformation programme, you often need to quickly get up to speed on best practices. Use AI to research and summarise approaches for specific initiatives – like 'communicating a merger' or 'rolling out a new performance management system.' It can rapidly synthesise dozens of articles and case studies into a concise strategic brief, giving you a head start on your comms planning.

Common questions

Common questions

How do you become a Senior Change Communications Specialist?

Common routes in include From Change Communications Specialist (2-3 years as a Specialist), From Senior Internal Communications Manager (Non-Change Specific) (3-5 years in a senior internal comms role) and From Communications Consultant (Agency Side) (4-6 years in a consulting role focused on internal/change comms). Times vary with prior experience.

Where can a Senior Change Communications Specialist progress to?

This role can lead on to Lead Change Comms Strategist (3-5 years in the Senior Specialist role), depending on the skills you build.

What new skills matter most for a Senior Change Communications Specialist?

Increasingly, AI-Powered Content Generation & Personalisation and Data Storytelling & Visualisation for Change. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in business transformation and change

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills involved transfer into broader internal communications, corporate communications, HR leadership, or change management consulting. Translating complex information and influencing behaviour matters in most organisations.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.