Free report

81% of your next learners don't know you exist.

New data from over 800 pre-qualified adults actively seeking funded digital retraining, and why most providers aren't reaching them.

73%
are employed but feel unhappy in their job
68%
are older than your typical learner assumption
79%
are more qualified than providers expect
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Your typical funded learner is not who you think.

Most providers are marketing to the same narrow pool of already-aware adults. This report shows you who the other 81% are, what is driving them, and what it takes to reach and convert them into confirmed starts.

The data is drawn from our own paid social campaigns across England. 871 real adults. Not modelled. Not estimated. Every person in this dataset responded to a campaign, completed screening, and confirmed they were actively looking to retrain.

Only
1 in 5
eligible adults knows funded training exists.

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What's inside

There is more demand in your area than you think.

  • Who these adults are and why they are ready to start. The full profile of the adult who had never heard of funded training before we reached them.
  • The awareness gap no provider is talking about. Why the majority of your eligible market is invisible to your current marketing.
  • Where unmet demand is highest right now. The course disciplines with the strongest interest from adults actively looking to retrain.
  • What converts an enquiry into a confirmed start. Readiness signals and intent data that show which adults are most likely to commit.
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Who are we?

Switchable is a specialist learner recruitment service for funded digital training providers in England. We run targeted paid social campaigns to find eligible adults who are motivated to retrain, pre-qualify them against core eligibility criteria, and pass confirmed enquiries directly to providers.

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Free to download.
Sent straight to your inbox.

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Hidden Demand report