When organizations approach us about LearningBuilder for certification management, we often find that they are considering various software options. The certification management space is small compared to other USA business sectors. According to our research, there are about 1,000 organizations that offer voluntary certification. There are even less (roughly 700) that license professionals.
What are the Software Options for Certifying Organizations and Bodies?
Other business operations software options that we see within the “certification market” include:
- Learning Management Systems (LMS)
- Association Management Systems (AMS)
- Customer Relationship Management Systems (CRM)
- Licensing Management Systems (LMS)
We also often hear the term “credentialing management software” in the certification management space. These days, the term by and large refers to our friends in Human Resources (HR). They need to track employee credentials (both licenses and certifications) rather than certify individuals.
In the past, organizations might have engaged software developers for custom-built software to support their processes out of real or perceived necessity. Now, the advent of “lower-code” solutions means out-of-the-box offerings abound. These platforms have more navigable interfaces and configurable options.
In surveying the market for certification management software, you might find many options that are not specifically certification management software solutions. Yet, they present a low-code solution to some part or percentage of what you do. Some may even seem “close enough” (in scope and pricing) to be viable for your program’s needs.
Why Invest in Software Designed for Certification Management?
When a certification management organization or board chooses software that isn’t built for certification management, they may discover hidden costs — some short term, and some longer term. Before moving forward with a platform, consider its focus. How does that focus align with your mission and goals?
| Software to Serve These Organizations | Pros | Cons |
|
LMS Focus: Training Staff (Occasionally Members) |
Learning Management Systems are able to house a rich library of content. Many of them also have low-stakes assessment tools available. The Functionality: Designed to deliver learning experiences and engage the learner, typically an employee. The market is broad and there are various options at different price points. |
While many LMS platforms can support a “certificate” program, they are not equipped to manage the more complex eligibility requirements in initial certification or recertification. The target buyer for most LMS offerings is HR or an Employer, and they don’t necessarily support business-to-consumer activity or business-to-business activity. |
|
CRM (Plus a custom certification portal) Focus: Driving Sales |
Microsoft Dynamics and Salesforce have a large customer base beyond certification organizations and associations. Given their market share, there are many IT professionals (firms, freelancers, employees) to support implementation. They are preferred by IT professionals because the skills are transferable. |
All solutions tailored to certification will necessarily be custom. This raises risks around ownership of the portal code base and the domain expertise of implementations. As the core platform modernizes, the custom solution may become disconnected from the core software, which creates unpredictability in future upgrades. Certifying organizations will have very little influence on whether a platform deprecates any needed functionality. |
|
AMS (Plus a custom certification portal) Focus: Building Membership |
The AMS (iMIS, NetForum, Personify, Association Anywhere, Aptify, and Memberclicks) space has lightweight and enterprise options that focus on the relationship between an organization and its members. The Functionality: Designed to track membership by offering content that members value and will pay for (journals, events, education). |
While some AMS platforms offer certification modules, they are designed for “less complicated” applications and to track CE as a single CE log. Supporting complex certification programs often requires a high degree of customization or a static third-party “certification portal.” This portal overlays the core AMS and may require additional development resources. We have observed a lot of M&A activity in this space, and it is unclear which software solutions will receive the money for R&D. |
|
Certification Management Focus: Qualifying Professionals |
Certification Management platforms focus on the candidate application process and what happens after the individual is certified. The Functionality: Designed for certification operations, exceptions, and test vendor integrations. |
The handful of systems in this space are at different stages of maturity and equipped to handle varying levels of complexity. Because the focus is on certification, the solutions are not designed for finance and marketing functions. This is often “solved” through integrations with best-of-breed solutions. |
|
License Management Focus: Regulating the Profession |
Licensing Management software serves small boards and large multi-profession agencies. The Functionality: Designed for applications, renewals, complaints, and investigations. |
Since potential licensees take the exam elsewhere, there is less focus on the candidate’s experience. Not all solutions can handle multiple pathways or variations in requirements. |
Any time you modify an existing product, like customizing an AMS, LMS, or CRM implementation, your dilemma is no longer “build vs. buy.” You’re doing both. Over time, you may find yourself facing one or more of the following challenges:
- Keeping your customizations current: As the core AMS or CRM modernizes, you may incur technical debt with the extra development required to keep your customizations (or custom portal) current.
- “Truing up” your software: As your program requirements change, you may experience ongoing development costs to change your customizations.
- Adding on (and on): Software that is not designed for certification doesn’t invest in certification-specific features. This may mean having to hang more and more “extra” software solutions from your existing platform as time goes on.
Knowing these “hidden costs” (and where you might find them down the line) can help you make an informed decision about your investment now.
LearningBuilder: Designed with Certification Management in Mind
Since 2009, LearningBuilder has streamlined credential management processes in three markets: certification, licensure, and accreditation. Over that time, we have invested in our low-code software for certification and developed our process-based approach to certification management. This means that the features and functionality you need are already there. You don’t have to “make it work” with awkward workarounds or third-party add-ons. We will work together to configure your system in the way that makes the most sense for you. Ready to learn more? Let’s have a conversation.
