UK

United Kingdom · Marketing · C-Suite (20+ years)

VP, Digital Experience

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 bandC-Suite (20+ years)
  • Reports toChief Executive Officer (CEO)
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as Chief Digital Officer (CDO) · Head of Customer Experience (CX) · EVP, Digital Strategy · Chief Marketing & Digital Officer

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

Gateway Qualifications Entry Level Certificate In Vocational Studies (Entry 3) Gateway Qualifications Limited · Entry Level · covers 1 of 4 standards
Gateway Qualifications Entry Level Extended Certificate in Vocational Studies (Entry 3) Gateway Qualifications Limited · Entry Level · covers 1 of 4 standards
Gateway Qualifications Level 2 Award in Digital Marketing Gateway Qualifications Limited · Level 2 · covers 3 of 4 standards
ATHE Level 4 Extended Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 2 of 4 standards
ATHE Level 4 Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 2 of 4 standards
Gateway Qualifications Level 2 Certificate in Vocational Studies Gateway Qualifications Limited · Level 2 · covers 2 of 4 standards

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

The units you would start with

Digital Marketing Gateway Qualifications Level 2 Award in Digital Marketing
Search Engine Optimisation ATHE Level 4 Extended Diploma in Digital Marketing
Content Marketing ATHE Level 4 Diploma in Digital Marketing
Digital Marketing for the Digital and Creative Industries Gateway Qualifications Level 2 Certificate in Vocational Studies

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
Sustainability Fluency building care for people and planet into the work
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Your Plan Illustration

Built for VP, Digital Experience

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

  1. Digital Marketing Gateway Qualifications Limited · covers 3 of 4 standards Level 2
  2. Search Engine Optimisation ATHE Ltd · covers 2 of 4 standards Level 4
  3. Content Marketing ATHE Ltd · covers 2 of 4 standards Level 4
  4. Digital Marketing for the Digital and Creative Industries Gateway Qualifications Limited · covers 2 of 4 standards Level 2
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 VP, Digital Experience?

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

  • Multimodal Experience Design & Strategy
  • AI Governance & Ethical Framework Leadership
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 VP, Digital Experience 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

This job shapes how customers interact with a business across every digital touchpoint, from voice assistants to apps and websites. It means making sure a brand shows up clearly and solves problems for customers, however they look for it. The role influences marketing, product, sales and operations, making sure digital strategy delivers for the business.

4What you'd actually use

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

Enterprise Analytics Platforms (e.g., Google Analytics 4, Adobe Analytics) Architect

Defining the overall analytics strategy, interpreting high-level performance dashboards, and challenging Directors on data-driven insights to inform strategic decisions.

Enterprise SEO & Content Platforms (e.g., Semrush, Ahrefs, BrightEdge, Conductor) Strategic

Reviewing market share of voice reports, identifying major competitive shifts, and approving strategic content initiatives based on aggregated data.

CRM & Marketing Automation Suites (e.g., Salesforce, HubSpot, Adobe Experience Cloud) Strategic

Ensuring seamless customer data flow across platforms to enable personalised experiences and effective lead nurturing, influencing overall customer lifecycle management.

Business Intelligence & Data Visualisation (e.g., Tableau, Power BI, Looker) Strategic

Interpreting complex data visualisations, driving the creation of executive dashboards, and using data to tell compelling strategic stories to the Board.

AI/ML Platforms (e.g., Google Cloud AI, AWS AI/ML, Azure AI) Strategic

Evaluating vendor proposals, understanding the capabilities and limitations of various AI models, and directing the integration of AI into our digital products and marketing efforts.

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
Digital Strategy & Vision N/A N/A N/A
Budget Allocation (Digital Experience) N/A N/A N/A
Organisational Design & Talent N/A N/A N/A
Major Technology & Vendor Selection N/A N/A N/A

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.

Digital Market Share (Share of Voice)
Our brand's visibility and presence across all key digital channels (search, social, voice, app stores) compared to our closest competitors.
Target · Achieve a 15% increase in digital share of voice across top 10 strategic keywords/queries within 18 months, leading to top 3 market position.

If our competitors collectively own 60% of 'how to' voice queries in our sector, we'd aim to increase our slice of that pie from 10% to 25%.

Customer Lifetime Value (CLV) from Digital Channels
The predicted total revenue a customer will generate over their relationship with us, specifically for those acquired or significantly influenced by digital channels.
Target · Increase CLV by 10% year-over-year for digitally-sourced customers, reducing churn by 5%.

Customers who first engaged via a voice search answer show a 12% higher CLV compared to traditional organic search, proving the value of the voice strategy.

Digital Experience ROI (Return on Investment)
The financial return generated by our digital initiatives (including voice search, content, UX, app development) against the investment made.
Target · Maintain a minimum 3:1 ROI on all major digital experience programmes, with specific initiatives hitting 5:1.

A £2M investment in a new conversational AI platform and content restructuring generated £8M in attributable revenue through reduced customer service costs and increased conversions, yielding a 4:1 ROI.

Innovation Adoption Rate
The speed and effectiveness with which new digital technologies (e.g., new AI models, emerging voice platforms) are integrated into our strategy and operations.
Target · Successfully launch 2-3 significant digital experience innovations annually, with at least 70% internal adoption within 6 months.

The implementation of a new `SpeakableSchema` strategy across 50% of relevant content led to a 20% increase in voice answer eligibility within 3 months of launch.

Executive & Board Confidence
The level of trust and confidence the CEO and Board have in our digital strategy and your ability to execute it.
  • Regularly invited to present strategic updates to the Board
  • budget requests approved with minimal pushback
  • sought out for advice on broader business strategy
  • positive feedback in 360-degree reviews from ELT peers.
Organisational Agility & Future Readiness
Our ability to anticipate and respond to shifts in the digital landscape, ensuring we're not caught off guard by new technologies or competitor moves.
  • Proactive identification of emerging trends (e.g., multimodal search, generative AI's impact on SEO)
  • successful pivot of resources to capitalise on new opportunities
  • positive feedback from industry analysts on our forward-thinking approach
  • successful talent acquisition for future-focused roles.
Brand Reputation & Customer Sentiment (Digital)
How our brand is perceived across digital channels, reflecting factors like helpfulness, trustworthiness, and innovation.
  • Improvements in brand sentiment scores across social listening platforms
  • positive mentions in industry publications regarding our digital initiatives
  • reduced negative customer feedback related to digital interactions
  • increased customer satisfaction scores (CSAT) for digital touchpoints.
Strategic Partnership Development
The quality and impact of relationships built with key technology providers, industry bodies, and thought leaders.
  • Securing early access to alpha/beta programmes with major tech companies (e.g., Google, Amazon)
  • co-presenting at industry conferences
  • establishing our company as a thought leader in digital experience
  • positive feedback from partners on collaboration effectiveness.

7Would you like it

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

What people enjoy
Shaping the Future of Customer Interaction

You'll spend your days thinking about how customers will find and interact with brands in 5-10 years, then building the roadmap to get us there. This means experimenting with new platforms, challenging existing assumptions about marketing, and pushing the boundaries of what's possible in digital.

Leading the charge on a new multimodal search strategy, integrating voice, visual, and text search into a single, seamless customer journey across all our digital properties.

Driving Enterprise-Level Transformation

This role isn't about incremental gains; it's about fundamentally changing how our business operates in the digital space. You'll be accountable for multi-million-pound P&Ls and influencing decisions that affect hundreds of employees and millions of customers. You'll get a kick out of seeing your strategic vision translate into significant business growth.

Successfully launching a new digital product line that leverages conversational AI for discovery and support, generating £5M in new revenue within its first year.

Building and Empowering High-Performing Teams

You'll spend a lot of time mentoring your Directors, clearing roadblocks for their teams, and making sure they have the resources and autonomy to do their best work. Seeing your people grow and succeed, and knowing you've built a world-class digital organisation, will be a huge driver.

Developing a leadership programme for your Directors that results in two of them being promoted to VP-level roles within three years, demonstrating strong succession planning.

What frustrates people
  • The sheer pace of technological change means your 'roadmap' is often a living, breathing document that needs constant revision.
  • Getting buy-in from other C-suite leaders who might not fully grasp the nuances of digital experience or the urgency of certain investments.
  • The challenge of attributing ROI to complex, multi-touchpoint digital journeys, especially for brand-building or voice-only interactions.
  • Talent wars: attracting and retaining the very best digital specialists in a highly competitive market.
  • Legacy systems and organisational inertia that can slow down even the most well-planned digital transformation initiatives.
What this role does not give you
  • A quiet, heads-down environment for deep work; you'll be constantly engaged in strategic discussions and problem-solving.
  • The ability to personally execute tactical digital marketing tasks; your role is purely strategic and leadership-focused.
  • Guaranteed, predictable outcomes; innovation inherently carries risk and requires a tolerance for failure.
  • A role where you can avoid difficult conversations or political challenges; you'll be navigating complex organisational dynamics daily.

8Who you work with

This role is about setting the enterprise-wide digital strategy. You'll be accountable for how we show up digitally, how customers find us, and how their interactions shape their perception of our brand. Your decisions will directly influence our market position, customer acquisition costs, customer lifetime value, and ultimately, our bottom line. You're not just optimising; you're transforming the entire digital customer journey and ensuring we're ready for the next wave of digital disruption.

Inside the business
  • CEO and Executive Leadership Team (ELT)
  • Chief Product Officer (CPO)
  • Chief Technology Officer (CTO)
  • Chief Sales Officer (CSO)
  • Chief Financial Officer (CFO)
  • Head of Customer Service
Outside the business
  • Key Technology Partners (e.g., Google, Amazon)
  • Industry Analysts and Consultants
  • Major Media Outlets
  • Investors and Board Members
  • Strategic Agency Partners

9What you need before you start

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

  • A proven track record (20+ years) of progressive leadership roles in digital marketing, product management, or customer experience, with at least 5 years at a Director or VP level.
  • Demonstrable success in defining and executing enterprise-level digital strategies that have resulted in significant business growth and market share gains.
  • Extensive experience managing multi-million-pound P&Ls and leading large, multi-disciplinary teams (100+ people, including Directors and Managers).
  • A deep understanding of the evolving search landscape, including a strategic appreciation of voice search, conversational AI, and other emerging discovery channels.
  • Experience presenting to and influencing C-suite executives and Board members, with a history of securing buy-in for major strategic initiatives.
  • A strong network within the digital technology and marketing industry, including relationships with key platform providers and thought leaders.

10What to practise next

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

Generative AI & Large Language Model (LLM) Strategy

Generative AI is fundamentally changing content creation, search, and customer interaction. Your ability to integrate LLMs into our digital experience strategy – for everything from voice assistants to personalised content at scale – will be a massive differentiator.

Prompt engineering for strategic outcomes · RAG (Retrieval Augmented Generation) architectures · Fine-tuning LLMs for brand voice and specific task · Cost-benefit analysis of internal vs. external LLM · Measuring the impact of AI-generated content on SE

  • This quarter: Deep dive into the capabilities and limitations of leading LLM platforms (e.g., GPT-4, Claude 3, Gemini).
  • Next quarter: Direct a pilot project for AI-driven content generation and voice assistant enhancement.
  • Month 6: Develop a comprehensive LLM integration strategy across Marketing, Product, and Customer Service.
  • Month 9: Establish KPIs and attribution models for AI-driven digital experiences.

Quick win: Use LLMs to summarise complex industry reports or draft initial versions of strategic communications. Encourage your Directors to experiment with AI in their daily workflows and share learnings.

Decentralised Web (Web3) & Metaverse Strategy

While still nascent, the decentralised web and metaverse concepts represent potential future frontiers for digital experience. Understanding their implications for brand presence, ownership, and customer engagement is crucial for long-term strategic planning.

Blockchain fundamentals and their relevance to dig · Virtual and Augmented Reality (VR/AR) applications · Building brand presence in virtual worlds and dece · Data privacy and identity management in Web3 envir · Monetisation strategies in new digital economies

  • This quarter: Engage with leading Web3/Metaverse consultants and thought leaders.
  • Next quarter: Commission a feasibility study on potential brand applications within these emerging spaces.
  • Month 6: Develop a 'watch list' of key technologies and platforms, with clear triggers for deeper investment.
  • Month 9: Present a long-term strategic outlook on Web3/Metaverse to the Board, outlining potential risks and opportunities.

Quick win: Monitor competitor activity in early Web3/Metaverse initiatives. Attend webinars and conferences on these topics to build foundational knowledge.

11Staying current once you are in

What people here do to keep up
  • Regularly engage with industry analysts (e.g., Gartner, Forrester) to stay abreast of market trends and competitive intelligence.
  • Actively participate in C-suite forums and executive peer groups to share insights and learn from other industry leaders.
  • Attend global technology and marketing conferences (e.g., CES, SXSW, Web Summit) to identify emerging trends and network.
  • Mentor aspiring digital leaders, both within and outside the organisation, to foster talent and give back to the community.
  • Publish thought leadership pieces (e.g., articles, LinkedIn posts) on digital experience, AI, or future marketing trends to establish your personal and our company's brand.

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.

Multimodal Experience Design & Strategy

The future of digital interaction isn't just voice or text; it's a blend of voice, visual, haptic, and even olfactory inputs. Customers expect seamless transitions between these modes. If we don't master this, our digital experiences will feel clunky and outdated.

  • Seamless transitions between voice, text, and visu
  • Contextual awareness across different interaction
  • Personalisation based on multimodal input
  • Designing for ambient computing environments
  • Ethical considerations in multimodal data collecti

AI Governance & Ethical Framework Leadership

As AI becomes embedded in every aspect of digital experience, from content generation to personalisation and customer service, the ethical and regulatory landscape is rapidly evolving. Boards and consumers demand responsible AI. Failing here isn't just a PR problem; it's a legal and brand-damaging one.

  • Algorithmic bias detection and mitigation
  • Transparency and explainability in AI decisions
  • Data privacy in AI model training and deployment
  • Regulatory compliance for AI (e.g., EU AI Act, UK
  • Establishing internal AI ethics committees and gui

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Advanced Conversational AI & NLP Strategy
  • Digital Ecosystem Architecture
  • Data Governance & Ethical AI
  • Customer Journey Mapping & Optimisation (End-to-End)
  • Digital Product Management Principles

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

    Director, Search & Discovery / Director, Digital Marketing

    5-10 years at Director level

    Skills to master

    • Deep expertise in all aspects of digital discovery, P&L management for a significant digital function, building and leading large teams, influencing C-suite peers, and driving significant business outcomes through digital channels.

    You're ready to move on when

    • Successfully led multiple large-scale digital initiatives with measurable ROI.
    • Consistently exceeded P&L targets for your functional area.
    • Developed and promoted several direct reports into senior leadership positions.
    • Recognised as an internal thought leader and external industry expert in digital marketing.
  2. 2

    VP, Product Marketing / VP, Product Management (with strong digital focus)

    7-12 years at VP level

    Skills to master

    • Strategic product roadmap development, market entry strategies, customer segmentation and targeting, cross-functional leadership (especially with engineering), and a deep understanding of how digital channels drive product adoption and success.

    You're ready to move on when

    • Successfully launched and scaled multiple digital products or services.
    • Demonstrated ability to drive significant revenue growth through product-led initiatives.
    • Strong collaboration history with Marketing and Technology teams.
    • Proven ability to translate market needs into successful product strategies.
  3. 3

    Head of Digital Transformation / Chief Digital Officer (CDO) at a smaller firm

    3-7 years in a CDO-like role

    Skills to master

    • Leading enterprise-wide digital change programmes, managing complex stakeholder relationships across the entire business, driving cultural shifts towards digital-first thinking, and a broad understanding of all digital business functions.

    You're ready to move on when

    • Successfully transformed a significant part of a business through digital initiatives.
    • Managed budgets and teams across multiple digital domains (e.g., marketing, sales, operations).
    • Demonstrated ability to influence and lead change at the executive level.

15Where this role leads

The long view: This role can lead to running digital strategy for an entire company, shaping its innovation agenda, or advising other businesses as a board member.

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 VP, Digital Experience is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Chief Executive Officer (CEO)

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 Digital Marketing, worked against VP, Digital Experience.

Digital Marketing Entry Level

Applied to your work in VP, Digital Experience

This unit aims to provide learners with an understanding of digital marketing principles and techniques. Upon completion, learners will be able to identify and explain key aspects of digital marketing via social media, email campaigns, and online advertisements, and apply these to market a product digitally.

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.

Start my VP, Digital Experience plan, free
See Your Progress Grow Illustration
VP, Digital Experience
  • Advanced Conversational AI & NLP Strategy
  • Digital Ecosystem Architecture
  • Data Governance & Ethical AI
  • Customer Journey Mapping & Optimisation (End-to-End)
  • Digital Product Management Principles
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

VP, Digital Experience is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Chief Marketing Officer (CMO)

    3-5 years

    Lateral (broader scope) to higher (CEO succession)

    • Advanced brand equity measurement and management
    • Integrated marketing communications (IMC) across all channels
    • Crisis management for brand reputation
    • Strategic agency relationship management at a global scale

  2. Chief Executive Officer (CEO)

    5-10 years

    Significant (ultimate leadership)

    • Advanced financial engineering and corporate finance
    • Legal and regulatory compliance at an enterprise level
    • Human capital management and organisational culture at scale
    • Public speaking and media relations as the face of the company
Working with AI on the job

Working with AI

Where AI is starting to help

At the C-suite level, your time is invaluable. It's about vision, strategy, and high-level decision-making, not getting bogged down in operational details. AI isn't just for individual contributors anymore; it's a strategic partner that can amplify your leadership, empower your teams, and give you back precious hours every week. Think of it as your personal executive assistant, data analyst, and market researcher all rolled into one.

For a VP of Digital Experience, AI can transform how you understand market dynamics, develop strategic initiatives, and communicate your vision. It's about getting to insights faster, automating the mundane, and freeing you up to focus on what truly moves the needle at an enterprise level. We're talking about leveraging AI to make smarter, faster, and more impactful decisions for the entire organisation.

Strategic Market & Trend Analysis

Use AI to rapidly synthesise vast amounts of market data, competitor intelligence, and emerging technology trends. Get executive summaries of complex reports, identify key shifts in consumer behaviour, and spot new opportunities for digital growth in minutes, not days. This helps you stay ahead of the curve and inform your 3-5 year roadmap.

Executive Communication & Board Prep

Draft compelling board presentations, investor updates, and internal communications with AI assistance. Refine your messaging, summarise complex data points, and even generate alternative phrasing to ensure maximum impact and clarity. It's like having a dedicated comms team at your fingertips, helping you articulate your vision flawlessly.

Innovation & Strategy Brainstorming

Leverage generative AI to explore new digital experience concepts, challenge existing assumptions, and generate creative solutions to complex business problems. Use it as a sparring partner to refine your strategic thinking, identify potential risks, and develop robust contingency plans for your digital initiatives.

Performance Dashboard Synthesis

Connect AI tools to your enterprise data warehouses (e.g., Tableau, Power BI) to get instant, narrative summaries of your digital performance dashboards. Identify anomalies, highlight key successes, and pinpoint areas needing strategic intervention without manually sifting through dozens of reports. This gives you a real-time pulse on your digital empire.

Common questions

Common questions

How do you become a VP, Digital Experience?

Common routes in include Director, Search & Discovery / Director, Digital Marketing (5-10 years at Director level), VP, Product Marketing / VP, Product Management (with strong digital focus) (7-12 years at VP level) and Head of Digital Transformation / Chief Digital Officer (CDO) at a smaller firm (3-7 years in a CDO-like role). Times vary with prior experience.

Where can a VP, Digital Experience progress to?

This role can lead on to Chief Marketing Officer (CMO) (3-5 years) and Chief Executive Officer (CEO) (5-10 years), depending on the skills you build.

What new skills matter most for a VP, Digital Experience?

Increasingly, Multimodal Experience Design & Strategy and AI Governance & Ethical Framework Leadership. 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.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

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17Where to go from here

Other roles at Level 7

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

Skills in digital experience, including AI and conversational interfaces, apply across most industries. Retail, finance, healthcare and technology all face the same questions about digital customer journeys. Strategic insight into how customers discover and interact with brands carries across sectors.

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 VP, Digital Experience 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.