Three hundred and nine.

That is the number of paying customers behind the average six-figure creator business on Kajabi, according to the company's own data. Typical six-figure Kajabi earners have just 1,000 to 10,000 followers, 4,000 email subscribers, and about 300 paying customers.

Not 300,000 followers. Not a viral year. Three hundred people who paid.

The figure came out when Patreon CEO Jack Conte told Axios creators had earned over $10 billion through his platform, and one day later Kajabi announced the same milestone. The press cycle went to the $10 billion. The interesting number was buried underneath it.

The number nobody in the industry wants to say out loud

Almost every piece of marketing advice sold to coaches assumes a scale problem. Post daily. Grow the account. Get the reach. The implied promise is that money arrives after audience.

Kajabi's data says the people actually clearing six figures on its platform never got there.

"The average six-figure Kajabi creator has between one to 10,000 followers, email lists of 4,000 people, and just 309 paying customers," Allie Fernando, the company's VP of Marketing, told Forbes. She put the rest of it bluntly: "You only need to have around 300 people paying you to have a six-figure business because you're exchanging value."

CEO Ahad Khan has made the same point in interviews. "It's a couple hundred people paying your average transaction value, and all of a sudden, you're a six-figure earner," he said. Elsewhere he framed it even smaller: creators only need to make about $8,300 a month to build a six-figure business.

Now do the arithmetic

This is where the number gets useful, because 309 customers means three completely different businesses depending on what you charge.

At $500. Three hundred and nine customers is $154,500. It is also roughly six sales a week, every week, for a year, with no quiet August. Volume at that price works, but only if acquisition is close to free, which is why these businesses live on an email list rather than paid traffic.

At $2,000. Three hundred and nine customers at that price is $618,000, which is no longer the typical case. Flip it: you need about 50 customers a year to clear $100,000. Roughly one a week. For most coaches reading this, that is the only line in the story that matters.

At $10,000. Three hundred and nine customers would be $3.09 million, and for a solo coach it is a fantasy, because it means onboarding six new high-ticket clients a week and then delivering for all of them. Delivery breaks long before marketing does. Ten clients gets you to six figures. Keeping ten clients at $10,000 is a different and much harder sport than finding them.

There is one more way to read the 309. If you earn exactly $100,000 from 309 customers, your average transaction value is about $324. That is not a high-ticket business. That is a small-ticket business with repeat purchase, which is exactly what Kajabi's other numbers describe: more than 75% of six-figure earners have more than one revenue stream, with the average maintaining five, including bundled courses, communities, coaching, newsletters and digital downloads. Creators who bundle products earn 4.5x more than those with a single offer, per the company.

So the 309 may not be 309 separate strangers. It may be a smaller group buying more than once.

The caveat, stated plainly

This is vendor data. Kajabi sells the software these creators use, the figures are self-reported and unaudited, and the sample is self-selected: people already paying monthly subscription fees ranging from $149 to $399 to run a digital business. A 2026 analysis of creator earnings flagged exactly that, noting the source "sells the platform those creators use," making it vendor data about its own customers rather than a random sample.

The averages deserve suspicion too. Kajabi says creators earning on the platform make an average of $190K, with the majority working four days a week and teams of two or fewer. That average sits in the same dataset as nearly 1,800 creators who reached millionaire status, more than 70 who crossed $10 million, and one who broke $100 million. Outliers at that scale drag a mean around violently.

And the headline number is cumulative. Over 100,000 creators have earned over $10 billion collectively since Kenny Rueter and Travis Rosser founded the company in 2010. Divide one by the other and the average business on the platform has earned about $100,000 in total, across fifteen years. That is the honest floor under the glossy ceiling.

What still holds

Strip out the marketing and one structural fact survives: the conversion that produces the income happens on the email list, not the feed.

Four thousand subscribers producing 309 buyers is a 7.7% buy rate. The follower range underneath it swings by a factor of ten, from 1,000 to 10,000, which tells you the followers are not what's doing the work. Kajabi's own framing of the funnel is social at the top, business somewhere you own. "Think of it as building your audience on social and your business on a platform like Kajabi," Fernando said.

Compare the shape to Patreon, which runs the opposite model. Conte says the platform has more than 25 million paying subscribers producing $2 billion-plus a year for creators, with 100 million free memberships and about 700,000 converting to paid each month. That is roughly $80 per subscriber per year. Enormous volume, tiny ticket.

A coach cannot build 25 million anything. A coach can build 309.

The uncomfortable part is that 309 is not easier than 300,000 followers. It is just smaller, slower, and much less flattering to post about.