All Healthcare Careers is a subscription site that helps aspiring nurses and nursing assistants prepare for the CNA, TEAS, HESI and NCLEX exams. Gabe Anderson bought it in 2025, after looking at hundreds of businesses for sale over the years and joining the Acquisition Lab, an accelerator for people acquiring a business. It checked a lot of his boxes as an ed tech business with a subscription model. Healthcare was new to him, and he has hired nurse educators as subject matter experts to keep the content accurate and up to date.
One of his first moves in running a subscription business he hadn't built was spending a lot of time in the support inbox. Early in his career, Gabe was a director of customer support who built out a global support team at Articulate, and in his view, time with customers is “really the best way to get a sense for what those customer pain points are and how you can address them.” The inbox told him what to explain better. The market taught him something he says he didn't fully grasp going in: a short training cycle builds churn into the business.
What the support inbox showed
There wasn't any kind of support system in place, so Gabe set up Help Scout and committed to responding to customers and working out where they were stuck. One confusion came up often: when does the subscription begin, and how do I cancel it if I need to?
His answer was more transparency in how the business communicates. He put operational emails in place, such as one when someone's subscription begins, and nurture campaigns that help people understand the value of what they subscribed to, all automated through his email platform. He thinks that work helped him begin to establish brand trust, so that someone preparing for a certification exam feels they have “a partner in their training, a brand they can trust, someone they can reach out to when they need help.”
Where new learners come from
The business was built on organic search traffic. Gabe credits the former owner with doing a really good job of building out free content, on the website and on a companion YouTube channel, and that content is where a learner's journey begins. Someone looking for a CNA practice test finds a free one and can start answering questions right away.
From there, they can subscribe to the premium content for more access. Gabe hopes the emails and other customer touch points then help them decide All Healthcare Careers is the right resource for their exam.
What keeps a learner practicing
Confidence is the feeling Gabe wants a learner to have from their first week. Inside the membership, practice exams give learners a sense of what actual state exam questions will be like. A learning dashboard shows strengths and weak areas, alongside flashcards, videos and exam simulators.
For Gabe, repetition and detailed explanations matter most in exam prep. Every question comes with a detailed explanation, so learners understand why a choice is right or wrong and the reasoning behind it. Subscribers can also enter their exam date, and the dashboard calculates their likelihood of passing from how they do on the practice exams and how close that date is. The habit he recommends is small chunks, focused on weak areas, a little every day until the exam.
Running a subscription business on a short training cycle
What Gabe did not have a good handle on going in was a dynamic of his customers: how long they need the product. A typical SaaS business can expect longer-term retention. Certification prep, especially for an exam like the CNA, runs on a relatively short training cycle: if you have a four-to-six-week training program, he says, you might only subscribe for a month or two.
“So there is a lot of churn built into the business. And so because of that, I always need new people coming in top of funnel”
A stay that short is not ideal for a long-term subscription or for increasing lifetime value (LTV), which puts the weight on the search traffic and free content that bring new learners in. If he did it again, Gabe would want to spend more time on the SaaS metrics going in: LTV, churn and the customer profile. He thinks that would have left him more prepared, and with a greater appreciation for how much that funnel traffic matters.
What's next: schools and training facilities
When Gabe bought the business, it was only B2C. He could see himself acquiring another business one day, but one thing he's excited about for the next three to five years is growing a B2B side for All Healthcare Careers: high schools, colleges and universities that run CNA and nursing programs, dedicated training facilities, even elder care facilities. Part of what drew him to the business is that there is always a need for new nurses, and a shortage of them, so he sees the opportunity in getting the content to more learners as well as in growing the business.
What this means for a membership business
What is All Healthcare Careers?
All Healthcare Careers is a subscription site that helps aspiring nurses and nursing assistants prepare for certification and entrance exams, including the CNA, TEAS, HESI and NCLEX. Subscribers get practice exams that give a sense of what actual state exam questions will be like, plus flashcards, videos, exam simulators and a learning dashboard that shows strengths and weak areas. Gabe Anderson acquired the business in 2025.
Why does certification exam prep have built-in churn?
According to Gabe Anderson, owner of All Healthcare Careers, certification prep runs on a relatively short training cycle, especially for an exam like the CNA. Someone on a four-to-six-week CNA program might only subscribe for a month or two. Unlike a typical SaaS business with longer-term retention, that builds churn into the business, so it always needs new learners coming in at the top of the funnel.
What would Gabe Anderson do differently if he bought the business again?
He would want to spend more time on the SaaS metrics going in: lifetime value (LTV), churn and the customer profile. Coming in, he did not fully grasp how short the training cycle is in certification prep and what that means for retention. He thinks studying those numbers would have left him more prepared, with a greater appreciation for how much top-of-funnel traffic matters.
What is Gabe Anderson's advice for someone thinking about buying a business?
Go for it. Gabe thinks taking the leap is the biggest challenge for a lot of people, himself included, and many get stuck in analysis paralysis waiting for a perfect opportunity that will never come. The business you buy might not be the one you envisioned, and due diligence may not uncover everything. Get out of your own way and trust your own experience, he says, and “it's an exciting journey after the acquisition.”
Gabe Anderson is the owner and head of product of All Healthcare Careers. He wrote about the move in My Next Chapter: From Big Tech to Entrepreneurship Through Acquisition.
Frequently asked questions
What is All Healthcare Careers?
All Healthcare Careers is a subscription site that helps aspiring nurses and nursing assistants prepare for certification and entrance exams, including the CNA, TEAS, HESI and NCLEX. Subscribers get practice exams that give a sense of what actual state exam questions will be like, plus flashcards, videos, exam simulators and a learning dashboard that shows strengths and weak areas. Gabe Anderson acquired the business in 2025.
Why does certification exam prep have built-in churn?
According to Gabe Anderson, owner of All Healthcare Careers, certification prep runs on a relatively short training cycle, especially for an exam like the CNA. Someone on a four-to-six-week CNA program might only subscribe for a month or two. Unlike a typical SaaS business with longer-term retention, that builds churn into the business, so it always needs new learners coming in at the top of the funnel.
What would Gabe Anderson do differently if he bought the business again?
He would want to spend more time on the SaaS metrics going in: lifetime value (LTV), churn and the customer profile. Coming in, he did not fully grasp how short the training cycle is in certification prep and what that means for retention. He thinks studying those numbers would have left him more prepared, with a greater appreciation for how much top-of-funnel traffic matters.
What is Gabe Anderson's advice for someone thinking about buying a business?
Go for it. Gabe thinks taking the leap is the biggest challenge for a lot of people, himself included, and many get stuck in analysis paralysis waiting for a perfect opportunity that will never come. The business you buy might not be the one you envisioned, and due diligence may not uncover everything. Get out of your own way and trust your own experience, he says, and “it's an exciting journey after the acquisition.”
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