Kajabi Is Not Being Rebuilt. It Is Being Reborn.

Fifteen years after it started as a backyard project, Kajabi is doing something most software companies never manage.

It is finding its founder again.

Kenny Rueter’s return is not framed as a rescue mission. Kajabi did not collapse. It did not run out of customers. It did not lose its market.

But something far more important drifted.

The sense of why.

And that is why this moment matters.

Not because Kajabi needed to be fixed.
Because it needed to be remembered.

From a Sprinkler to a Platform

Kajabi was not born in a venture capital pitch deck.
It was born from a garden hose and three kids riding bikes.

That origin story matters more than people realise.

Kenny did not set out to build “a creator economy platform”. He wanted to show people how to build a silly toy and sell it online without having to become a developer. The problem he solved was not software. It was friction.

How do I take what I know and get it into the hands of someone who needs it?

That is still the problem Kajabi exists to solve.

The tools have changed. The scale has changed. The stakes have changed.

But the core has not.

And that is what has now been pulled back to the centre.

This Is Not a Comeback. It Is a Reset.

When founders return, it is often because something is broken.

That is not what this is.

Kajabi grew. Revenue grew. Features shipped. The company moved forward.

But forward motion alone does not build movements.

Founder-led companies behave differently. They make different trade-offs. They care about things spreadsheets do not measure. They protect culture. They obsess over users instead of optics.

Kenny stepping back in as CEO and bringing JCron with him is not a leadership shuffle. It is Kajabi saying something out loud.

We are not here to be a software vendor.
We are here to be the home for people who actually know things.

That distinction matters more now than ever.

The AI Flood Changed Everything

The internet has crossed a line.

Anyone can now generate a course, a blog, a book, a funnel, a script or a “brand” in minutes. It looks professional. It sounds confident. It says nothing.

We are entering the age of content inflation.

And inflation always devalues the currency.

What is becoming rare is not information.
It is trust.

Real expertise. Lived experience. Earned scars. The human story behind the knowledge.

That is what Kajabi is choosing to defend.

Not by fighting AI.
But by using it to amplify the humans who actually matter.

This is the most important line in the entire letter.

Kajabi isn’t being rebuilt. It is being reborn.

A rebuild is technical.
A rebirth is philosophical.

Why This Matters to People Like You

If you are running a business on Kajabi, or building one right now, this shift changes how you should think about the platform.

Kajabi is no longer positioning itself as “where you host stuff”.

It is positioning itself as the operating system for human expertise.

That means three things for real businesses.

1. Trust becomes your biggest asset

The future does not belong to the loudest creator.
It belongs to the most credible one.

Kajabi is leaning into discovery, networks and identity because experts need to be found and trusted, not just published.

This is why Kajabi communities, Hero profiles, directories and network effects matter so much in what is coming next.

2. AI becomes your assistant, not your replacement

Kajabi’s AI strategy is not about flooding the platform with more content.

It is about helping real people do more with what they already know.

Faster pages. Smarter automations. Better execution.

That is how real businesses scale.

3. Networks beat funnels

The future is not just about driving traffic to a page.

It is about being inside an ecosystem where discovery compounds.

Skool has already shown what happens when network effects are built into a learning platform. Kajabi is now openly moving in that direction, with far more infrastructure behind it.

This is not accidental.
It is strategic.

This Is Why I Have Always Bet on Kajabi

As someone who has been building businesses, memberships, directories and platforms on Kajabi for over a decade, this moment feels familiar.

Kajabi works best when it remembers who it is for.

Not influencers.
Not marketers.
Not hype.

But people who know something and want to build a real business around it.

That is why this founder return matters.

It puts the soul back in the product.

The Next Era Will Be Defined by Experts

The creator economy was built on attention.

The expert economy will be built on credibility.

That is what Kajabi is aligning itself with.

When Kenny says he wants Kajabi to be the story that defined the industry, he is not talking about features.

He is talking about legacy.

The platform that protected human intelligence when the internet got flooded with noise.

The platform that made trust the currency.

The platform that helped real people build real freedom.

That is not a rebuild.

That is a rebirth.

And it is only just getting started.