UK

United Kingdom · Marketing · Principal/Manager (12-16 years)

Head of Loyalty & Retention

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 bandPrincipal/Manager (12-16 years)
  • Direct reports3-8 reports
  • Reports toDirector of Customer Lifecycle
  • UK framework levelUsually someone running a function, or a director

Also advertised as Loyalty Programme Lead · Customer Retention Manager · Head of Customer Value

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

No confident skill match yet for Head of Loyalty & Retention. The closest we hold is below.

Pearson BTEC Level 3 Certificate for Customer Service Specialists Pearson Education Ltd · Level 3 · covers 1 of 1 standard

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

The units you would start with

Understanding Customer Loyalty, Retention and Satisfaction Pearson BTEC Level 3 Certificate for Customer Service Specialists
Understand customers and customer retention Pearson BTEC Level 3 Diploma in Customer Service

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
Frontier Fluency the next wave, beyond mainstream AI
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Your Plan Illustration

Built for Head of Loyalty & Retention

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

  1. Understanding Customer Loyalty, Retention and Satisfaction Pearson Education Ltd · covers 1 of 1 standards Level 3
  2. Understand customers and customer retention Pearson Education Ltd · covers 1 of 1 standards Level 3
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 Head of Loyalty & Retention?

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

  • Ethical AI in Personalisation
  • Web3 & Decentralised Loyalty Concepts
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 Head of Loyalty & Retention plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

Head of Loyalty & Retention builds lasting relationships with customers, owning a loyalty programme from strategy to P&L.

4What you'd actually use

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

Loyalty & Advocacy Platforms (e.g., Yotpo, Annex Cloud, Cheetah Digital, LoyaltyLion) Strategic

Leading platform selection/migration, negotiating vendor contracts, and architecting the platform's role in the overall martech stack. You'll be the ultimate decision-maker on how we use these.

Customer Data Platform (CDP) / CRM (e.g., Segment, Braze, Salesforce Marketing Cloud, mParticle) Architect

Owning the enterprise customer data strategy for loyalty, approving major data model changes, and ensuring compliance (GDPR/CCPA). You'll be the bridge between loyalty and our core customer data.

Analytics & Visualization (e.g., Tableau, Mixpanel, Google Analytics 4 (GA4), Power BI) Strategic

Defining the core KPIs for the business, commissioning deep-dive analyses, and using data to influence C-suite/Board decisions on loyalty programme direction. You'll interpret, not just report.

Marketing Automation / ESP (e.g., Klaviyo, Iterable, HubSpot, Mailchimp) Strategic

Setting the overall communication strategy for loyalty, approving budget for the platform, and ensuring it integrates seamlessly with other enterprise systems to deliver personalised experiences.

Project Management & Collaboration (e.g., Asana, Jira, Confluence, Slack) Strategic

Managing the programme portfolio, allocating resources across major loyalty initiatives, and reporting on progress to executive leadership. You'll use these to keep your team and projects on track.

Financial & Board Reporting (e.g., Anaplan, Diligent Boards) Strategic

Using Anaplan to model the P&L of the loyalty programme and Diligent Boards to prepare and present quarterly loyalty performance reviews to the board. This is where your commercial rigour really shines.

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
Loyalty Programme Budget Allocation N/A (no budget authority) Propose budget for specific campaigns to manager for approval. Recommend budget allocation for specific workstreams to Head of Loyalty; approval up to £50K.
Hiring & Team Structure N/A Provide input on candidate profiles for junior roles. Interview and provide strong recommendations for junior/mid-level hires; input on team structure changes.
Loyalty Platform Vendor Selection N/A Research and present options for specific platform features. Evaluate vendor proposals against requirements; recommend preferred vendor for specific features.
New Loyalty Feature Launch N/A Execute specific tasks for a new feature launch (e.g., email comms). Design and lead the launch of specific loyalty features within the existing programme framework.

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.

Customer Lifetime Value (CLV) Increase
The average predicted net profit from a customer over their entire relationship with us, specifically for loyalty programme members.
Target · Increase average CLV of programme members by 10% within 18 months.

If the average CLV for a loyalty member is £500 today, we'd expect it to be £550 or more in 18 months, directly attributable to programme initiatives.

Loyalty Programme P&L Contribution
The net financial impact of the loyalty programme, considering costs (rewards, platform fees) versus incremental revenue generated.
Target · Achieve a net positive contribution margin for the loyalty programme within 12 months, growing by 5% year-on-year thereafter.

After accounting for all programme costs, the incremental revenue and margin generated by loyalty members should outweigh the expenditure, showing a clear return on investment.

Net Promoter Score (NPS) for Loyalty Members
A measure of customer loyalty and satisfaction, specifically among those enrolled in the loyalty programme.
Target · Improve NPS for loyalty members by 5 points over the baseline within 12 months.

If our current loyalty member NPS is +30, we'd aim for +35 or higher, indicating a stronger likelihood of recommendation.

Churn Reduction within Top Tiers
The percentage decrease in customers leaving us, specifically focusing on our most valuable loyalty segments.
Target · Reduce churn within the top customer tier by 5% quarter-on-quarter.

If 10% of our top-tier customers typically churn each quarter, we'd aim to bring that down to 9.5% or less through targeted retention efforts.

Active Member Growth & Engagement Rate
The growth in the number of actively engaged loyalty members and the percentage of members interacting with the programme monthly.
Target · Increase active loyalty programme members by 15% year-on-year, maintaining an engagement rate of at least 40%.

If we have 100,000 active members today, we'd want 115,000 next year, with at least 46,000 of them logging in, redeeming, or earning points each month.

Strategic Influence & Cross-Functional Collaboration
Your ability to bring other teams along, getting them to buy into the loyalty vision and contribute resources.
  • You're regularly invited to Product roadmap meetings, Finance consults you on commercial modelling, and Sales actively uses loyalty talking points. Your team's projects aren't stuck in engineering backlogs for months on end because you've built strong relationships and clear business cases.
Team Development & Leadership
How well you're building, mentoring, and retaining a high-performing loyalty team.
  • Your direct reports feel supported, have clear development plans, and are progressing in their careers. We see low voluntary turnover within your team and positive feedback in 360-degree reviews about your leadership style. You're seen as someone who empowers and develops talent.
Programme Innovation & Adaptability
The introduction of new, impactful loyalty features or adjustments to the programme based on market changes or customer feedback.
  • We're seeing a steady pipeline of new ideas, not just reactive changes. You've successfully launched at least two significant new programme features or benefits in the last 12 months that have moved the needle on engagement or CLV. You're not afraid to sunset underperforming elements.
Data Integrity & Single Customer View (SCV) Progress
The ongoing effort to ensure our customer data is clean, unified, and actionable for loyalty initiatives.
  • You're actively driving the SCV roadmap with the Data and Product teams. There are fewer 'data hell' moments, and your team can reliably access the information they need without constant manual stitching. You're seen as a champion for data quality across the business.

7Would you like it

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

What people enjoy
Building Lasting Customer Relationships

You'll spend your days thinking about how to make customers feel valued, understood, and connected to our brand, not just how to get them to buy once. This shows up in designing personalised experiences, crafting thoughtful communications, and genuinely trying to solve customer problems.

Seeing a direct correlation between a new loyalty tier and increased positive social media mentions, knowing you've fostered genuine advocacy.

Driving Tangible Business Impact

You're motivated by seeing the loyalty programme contribute directly to the company's bottom line. This means constantly optimising for CLV, managing the P&L, and proving the ROI of every initiative. You'll love presenting those positive numbers to leadership.

Successfully proving that a retention campaign reduced churn by 5% in a key segment, directly impacting revenue forecasts.

Leading & Developing a High-Performing Team

You get a real kick out of seeing your team members grow, learn, and achieve their goals. You'll be actively mentoring, coaching, and empowering your direct reports to take ownership and excel.

One of your Senior Strategists successfully leads a complex cross-functional project from start to finish, thanks to your guidance and support.

What frustrates people
  • The 'Cost Centre' Stigma: Constantly fighting the perception from Finance that the loyalty programme is just a margin-eating discount engine, rather than a long-term asset. You'll spend a lot of time justifying your existence.
  • The War Against Acquisition: Battling for budget and resources against the Head of Growth/Acquisition, whose metrics (new leads, sign-ups) are often easier to measure and more immediately gratifying to the board. You're playing the long game.
  • Data Hell: The promise of a Single Customer View is often a mirage. In reality, you'll spend a good chunk of your time trying to stitch together messy, siloed data from five different systems just to get a basic analysis done. It's tedious, but necessary.
  • Proving Attribution: It's brutally difficult to definitively prove that your loyalty programme caused the 5% reduction in churn, and not the new product feature or a competitor's misstep. You'll need to be comfortable with strong correlations, not always perfect causation.
  • The 'Shiny New Thing' Syndrome: Leadership gets excited about a competitor's new loyalty feature and demands you copy it, often derailing your carefully planned strategic roadmap for a reactive, ill-conceived project. You'll need to push back with data and a clear vision.
  • Engineering Bottleneck: Your brilliant idea for a personalised, tiered rewards system might sit in the engineering backlog for nine months, trumped by 'more urgent' technical debt and core product work. Patience (and tenacious influence) is a virtue here.
What this role does not give you
  • A purely creative role without commercial accountability – you'll need to love the numbers as much as the ideas.
  • A role where you have direct command and control over all resources – you'll need to influence and persuade constantly.
  • Immediate, short-term wins every week – loyalty is a marathon, not a sprint, and results often take time to materialise.
  • A static, predictable environment – customer behaviour, market trends, and internal priorities will always keep you on your toes.

8Who you work with

This role directly shapes our long-term customer relationships and significantly impacts customer lifetime value (CLV), churn rates, and overall brand advocacy. You'll be instrumental in defining how we retain and grow our most valuable customer segments, directly influencing the company's profitability and market position. Essentially, you're building the engine that keeps our customer base healthy and growing.

Inside the business
  • Director of Customer Lifecycle (your manager)
  • VP of Marketing
  • Head of Product
  • Head of Finance & Commercial Director
  • Legal & Compliance
  • Customer Service Leadership
Outside the business
  • Loyalty Platform Vendors (e.g., Yotpo, Cheetah Digital)
  • Customer Data Platform (CDP) Providers
  • External Agencies (e.g., creative, analytics)
  • Industry Bodies & Associations

9What you need before you start

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

  • Proven experience (12+ years) in loyalty marketing, customer retention, or CRM, with a significant portion in a leadership or management capacity.
  • Demonstrable track record of owning a loyalty programme P&L and delivering measurable commercial results (e.g., CLV growth, churn reduction).
  • Experience leading and developing a team of marketing professionals, fostering a culture of high performance and continuous learning.
  • Strong analytical capabilities, comfortable with data analysis, reporting, and using insights to drive strategic decisions.
  • Extensive experience with loyalty platforms, CDPs, and marketing automation tools, including strategic oversight and vendor management.
  • A deep understanding of customer psychology and behavioural economics as it applies to loyalty and retention.
  • Excellent communication and influencing skills, with a proven ability to engage and align senior stakeholders across different departments.

10What to practise next

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

Advanced Predictive Analytics for Loyalty

While you're already familiar with churn prediction, the future demands more sophisticated models. This means moving beyond basic risk scoring to predicting next best actions, optimal offer sequencing, and even anticipating customer sentiment shifts before they happen. It's about proactive, not just reactive, retention.

Machine Learning Model Interpretation · Reinforcement Learning for Personalisation · Time-Series Forecasting for Engagement · Experimentation Design for Causal Inference

  • This month: Collaborate closely with our Data Science team to understand their current predictive models and their limitations.
  • Next quarter: Take an online course on advanced machine learning concepts for marketing or customer analytics.
  • Month 3-6: Propose a new predictive model application for loyalty (e.g., predicting optimal reward redemption time).
  • Month 6-12: Lead a project to implement a more sophisticated experimentation framework for loyalty campaigns.

Quick win: Challenge your team to move beyond simple A/B tests to multivariate tests, even on small campaigns, to start building more complex insights.

Composability & API-First Loyalty Architecture

The trend is towards 'composable' tech stacks, where different best-of-breed tools are connected via APIs rather than relying on a single monolithic platform. For loyalty, this means greater flexibility, faster innovation, and avoiding vendor lock-in. You'll need to think like an architect, not just a user, of these systems.

API Integration Best Practices · Microservices Architecture · Data Orchestration & Event Streaming · Vendor Ecosystem Management

  • This month: Review our current martech stack diagram with the Head of Engineering/IT; understand existing API connections.
  • Next quarter: Research 'composable CDP' or 'composable commerce' concepts and their application to loyalty.
  • Month 3-6: Propose a 'future state' architecture for our loyalty tech stack, focusing on flexibility and scalability.
  • Month 6-12: Lead a proof-of-concept project for integrating a new loyalty microservice or tool via APIs.

Quick win: Document a clear map of our current loyalty data flows and identify the biggest manual 'stitches' or potential points of failure.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry conferences and webinars focused on loyalty, retention, and customer experience (e.g., Loyalty Expo, CX Summit).
  • Subscribing to leading industry publications and research from firms like Forrester, Gartner, and McKinsey on customer loyalty trends.
  • Participating in online courses or workshops on advanced analytics, machine learning for marketing, or ethical AI.
  • Networking with other loyalty leaders and professionals to share insights and best practices.
  • Mentoring junior talent within the marketing department or externally, which deepens your own understanding and leadership 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.

Ethical AI in Personalisation

As AI gets smarter at personalising offers and communications, the ethical considerations around data privacy, bias, and transparency become critical. Customers are increasingly aware of how their data is used, and regulators are watching. Getting this wrong can severely damage brand trust and lead to hefty fines.

  • Algorithmic Bias Detection
  • Explainable AI (XAI)
  • Privacy-Preserving AI
  • Transparent Communication

Web3 & Decentralised Loyalty Concepts

While still early, Web3 technologies like blockchain, NFTs, and tokenisation are starting to offer new paradigms for loyalty programmes. They promise greater transparency, customer ownership of rewards, and new forms of engagement. Understanding these concepts now will position us to innovate when the market is ready, rather than playing catch-up.

  • Blockchain Fundamentals
  • NFTs (Non-Fungible Tokens) in Loyalty
  • Tokenomics & Loyalty Tokens
  • Decentralised Autonomous Organisations (DAOs)

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Customer Lifetime Value (CLV) Modelling
  • Loyalty Programme Design & Economics
  • Churn Prediction & Prevention
  • Multivariate & A/B Testing
  • Customer Journey Mapping & Optimisation
  • RFM (Recency, Frequency, Monetary) Analysis

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

    Lead Loyalty Program Manager

    3-5 years in this role before Head of Loyalty

    Skills to master

    • Mastering loyalty tech stack management, designing complex programme rules, leading cross-functional projects, and demonstrating strong commercial acumen for specific programme features.

    You're ready to move on when

    • Successfully managed a significant part of a loyalty programme end-to-end, delivering measurable results.
    • Consistently secured buy-in and resources from other departments for loyalty initiatives.
    • Demonstrated strong analytical skills, using data to drive programme optimisation.
    • Started mentoring junior team members and showing leadership potential.
  2. 2

    Senior Loyalty Strategist (from a larger organisation)

    5-7 years in this role before Head of Loyalty

    Skills to master

    • Developing deep expertise in specific loyalty domains (e.g., gamification, tiered programmes), crafting compelling strategic proposals, and influencing senior stakeholders without direct authority.

    You're ready to move on when

    • Developed and launched innovative loyalty initiatives that moved key metrics.
    • Presented strategic recommendations to executive leadership with confidence and data.
    • Proven ability to work autonomously on complex strategic problems.
    • Recognised as a subject matter expert in loyalty within their previous organisation.
  3. 3

    Head of CRM / Retention (from a smaller company)

    2-4 years in this role before Head of Loyalty (if moving to larger org)

    Skills to master

    • Broadening loyalty programme design and economics, scaling retention strategies, and managing larger budgets and teams. Adapting to the complexity of a larger organisation.

    You're ready to move on when

    • Successfully built and scaled a retention function from scratch or significantly grown an existing one.
    • Managed a full P&L for a customer-facing marketing function.
    • Demonstrated strong leadership and team-building capabilities.
    • Proven ability to adapt strategies to different market sizes and customer bases.

15Where this role leads

The long view: This work can lead to roles such as Chief Customer Officer or VP of Marketing.

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 Head of Loyalty & Retention 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 Understanding Customer Loyalty, Retention and Satisfaction, worked against Head of Loyalty & Retention.

Understanding Customer Loyalty, Retention and Satisfaction Level 3

Applied to your work in Head of Loyalty & Retention

This unit aims to provide learners with a comprehensive understanding of customer loyalty, retention, and satisfaction, and their impact on organisational success. Learners will explore the customer journey and how it influences the customer service experience, as well as how to utilise customer insight to improve service delivery and build strong customer relationships.

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.

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Head of Loyalty & Retention
  • Customer Lifetime Value (CLV) Modelling
  • Loyalty Programme Design & Economics
  • Churn Prediction & Prevention
  • Multivariate & A/B Testing
  • Customer Journey Mapping & Optimisation
  • RFM (Recency, Frequency, Monetary) Analysis
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

Head of Loyalty & Retention is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Customer Lifecycle

    3-5 years

    L6

    • Enterprise Customer Journey Orchestration Owning the end-to-end customer experience across all touchpoints, not just loyalty.
    • Strategic Partnership Development Building and managing relationships with major external partners and vendors at a higher level.
    • Advanced Market & Competitive Strategy Shaping the go-to-market strategy for the entire business unit.
Working with AI on the job

Working with AI

Where AI is starting to help

Imagine spending less time on manual data crunching and more time on high-impact strategy and creative customer engagement. That's the reality AI is bringing to loyalty marketing. We're not talking about replacing your job; we're talking about giving you superpowers.

For a Head of Loyalty, AI isn't just a buzzword; it's a game-changer. It shifts your focus from reactive campaign management to proactive, predictive customer engagement. You'll be able to understand your customers at a deeper level, anticipate their needs, and deliver hyper-personalised experiences at a scale previously impossible. This means more time for strategic thinking, team development, and proving the real business value of loyalty.

Predictive Offer Generation

Forget one-size-fits-all discounts. AI analyses individual customer transaction and behaviour data to automatically generate and assign the most compelling next offer. This moves us beyond simple rule-based segmentation, ensuring every customer gets an offer that truly resonates, saving your team hours of manual segmentation and offer matching.

Churn Risk Scoring

An AI model continuously scores every customer on their likelihood to churn in the next 30 days. This allows your team to focus retention efforts on the highest-risk, highest-value accounts, rather than spreading resources too thin. You'll know exactly who to talk to and when, before they even think about leaving.

Competitive Intelligence Synthesis

AI tools can monitor competitors' loyalty programmes, terms of service, and customer forums, summarising key changes, new promotions, and sentiment shifts into a concise weekly intelligence briefing. This means you're always ahead of the curve without spending hours manually sifting through competitor websites and social media.

Hyper-Personalised Copywriting

Generative AI drafts dozens of copy variations for emails and push notifications, tailored to different customer segments, tiers, and behavioural triggers. This enables personalization at a scale previously impossible, ensuring your messages always hit home and resonate deeply with each individual customer, freeing up your team's time for more strategic creative work.

Common questions

Common questions

How do you become a Head of Loyalty & Retention?

Common routes in include Lead Loyalty Program Manager (3-5 years in this role before Head of Loyalty), Senior Loyalty Strategist (from a larger organisation) (5-7 years in this role before Head of Loyalty) and Head of CRM / Retention (from a smaller company) (2-4 years in this role before Head of Loyalty (if moving to larger org)). Times vary with prior experience.

Where can a Head of Loyalty & Retention progress to?

This role can lead on to Director of Customer Lifecycle (3-5 years), depending on the skills you build.

What new skills matter most for a Head of Loyalty & Retention?

Increasingly, Ethical AI in Personalisation and Web3 & Decentralised Loyalty Concepts. These are the skills our record of this role lists as growing.

Free tools

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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 6

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

 More jobs in marketing

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

The skills built in this role transfer across subscription-based businesses, retail, e-commerce, financial services and telecommunications. Customer value, retention and relationship building matter in many sectors, and this role can open doors across them.

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 Head of Loyalty & Retention plan, free 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.