Good, free, fun: The simple formula that has made Duolingo a daily habit for millions

Perhaps no app has mastered user loyalty quite like Duolingo, the gamified language-learning platform 34 million people a day can’t put down. Here, CEO and co-founder Luis von Ahn tells the BBC why their insistent owl works so well.

The day I started working on this story about Duolingo it seemed to be everywhere. I heard from a friend who was celebrating her 800-day Spanish practice streak on the app. I read about a journalist from The Guardian who became addicted to learning Italian. A Sri Lankan waitress in Brooklyn switched from English to Spanish when she heard my mother and I speaking, crediting Duolingo for her skills.

But my deep interest in the world’s most downloaded language-learning app truly began last year when I saw first-hand its significant impact on new migrants to the US, a country undergoing one of the largest migration waves of the decade. At some point in their long journeys, Duolingo becomes an essential tool for these people on the move.

John Jairo Ocampo, a former bus driver from Colombia, recalls struggling to find work in his first days in the US in 2023, when a boss at a construction site in New York City explained simply, “More English, more money.” He used Duolingo to learn. Now, the family lives in Indianapolis, and John’s wife is using the app to get along better at her job in an elementary school kitchen; she says her boss is using it, too, to learn Spanish.

The migrant experience is not foreign to Duolingo’s CEO and co-founder, Luis von Ahn, who was born and raised in Guatemala, a Central American country with over 55% of its population living in poverty.

“In a Latin American country, and in Guatemala in particular, if you have money, you can buy a very good education, but if you don’t have money, sometimes you don’t even learn how to read and write,” Von Ahn told the BBC in a recent interview at Duolingo’s brand new office in downtown New York. “That made a big impression on me.”

So when non-native English speakers Von Ahn and Severin Hacker, Duolingo’s CTO and co-founder, started their company in 2012, they knew that learning languages, and in particular learning English, has the potential to change people’s lives. “This is why we’ve worked really hard to keep Duolingo free, because we want to give access to education to everybody.” SOURCE BBC BUSINESS