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Speak’s growth strategy focuses on high-connectivity regions with strong demand for English proficiency.
They now serve customers in over 40 countries, with offices in Seoul, Tokyo, San Francisco, and Ljubljana.
Speak’s primary global target has been Asian countries with quality internet service. Their successful launch in South Korea provided a blueprint for expansion into other high-connectivity markets like Japan and Taiwan, where the company launched major brand campaigns in 2024.
Speak has also launched courses in six other languages (Korean, Japanese, French, Spanish, Italian, and Chinese) to support learners in North America and Europe. CEO Connor Zwick has noted that the learning experience honed in South Korea has proven to resonate with "almost no modifications" in diverse cultures globally, allowing the company to rapidly scale its AI tutor to other major markets.
Because the need for English proficiency is international and ubiquitous, Speak for Business markets itself to global employers of all sizes. This segment focuses on high-productivity regions where English is a critical key to global careers and cross-cultural connection.
Speak’s expansion into Europe and North America may requires a more nuanced approach than Zwick's "almost no modifications" strategy noted above. English proficiency may be highly valued worldwide, but consumer pain points in Western markets almost certainly involve different motivations for fluency compared to the competitive, high-stakes work environment of South Korea, Japan and Hong Kong. To ensure success, Speak must demonstrate that it can adapt to the diverse pedagogical expectations of these new regions and validate the platform's value in a Western context.
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