Why does the future belong to licensing? 5 trends that are changing the training market

Why does the future belong to licensing?

5 trends that are changing the training and certification market

Reading time: about 5 minutes

Never before has the training and development services market been under such pressure as it is today. On the one hand, companies and employees need to learn faster, cheaper and more practically. On the other - artificial intelligence makes it possible to verify every sentence of a trainer in seconds. In Poland, an additional challenge is the fragmentation of the development services sector and low standardization, as indicated by the Human Capital Balance (PARP, 2023) and reports by the Polish Chamber of Training Companies (PIFS, 2024).

In such a situation, training licenses are not a luxury, but a necessity: they give access to reliable content, updated know-how, teaching tools and a community of practice. They protect against improvisation and haphazardness, ensure validation of outcomes, and allow the use of grants of up to 80% under the BUR.

1. AI and the era of instant verifiability - are you ready for your every word to be verified in seconds?

Just a few years ago, participants treated the trainer's knowledge as a reference. Today - in the age of ChatGPT and mobile search engines - every concept, every theory and every statistic can be verified in a dozen seconds.

"AI raises the quality threshold and forces transparency ofmaterials, facilitating instant verification of training content," - notes SHRM in a report (2025) on the impact of artificial intelligence on HR and education.

This means that an educator who uses "myths from tutorials" or outdated models loses credibility very quickly. At the same time, AI is not a panacea. McKinsey (2024) emphasizes: "AI technology is not a cure-all - it requires informed use and competent oversight."

A license provides a quality filter. It provides access to vetted materials, consistent methodology and ongoing updates. This ensures that the trainer enters the room with knowledge that will defend itself when confronted with AI.

2. Reskilling and competency pressures - how does your training meet companies' growing expectations for measurable results?

Reskilling is one of the most important business buzzwords today. According to McKinsey (2024), as many as 87% of companies worldwide expect serious competency gaps within 5 years. SHRM (2025) confirms: employee development is the No. 1 priority for HR.

In Poland, PIFS (2024) research shows that companies need practical programs, linked to implementation projects and based on competency validation.

"Companies place the highest value on effective reskilling programs that translate into practical skills and measured business outcomes," McKinsey (2024).

The problem? Less than half of organizations have a well-designed reskilling program. There is a lack of tools, validation and methodology. This is where the value of licensing comes in: ready-made processes, scenarios, pre- and post-tests, implementation projects. The educator doesn't improvise - he uses a system that realistically documents development outcomes.

3. The end of the educator's loneliness - do you really have to create everything yourself, from methodology to materials?

In practice, many trainers in Poland still work alone: writing their own materials, developing exercises, updating content. This is time-consuming and uneven in quality. The Human Capital Balance Sheet (PARP, 2023) makes it clear: the development services sector is fragmented and varied in quality, and participants often don't know what to expect.

"Licensing is a system that provides ready-made tools, methodology and community, which is invaluable for the quality and effectiveness of training." - emphasizes PIFS (2024), promoting the SUS 2.0 standard.

The license provides three things:

• time savings - the trainer does nothave to build the workshop from scratch himself,
• community and benchmarking - you can compare your performance with others,
• continuous updates and mentoring - thanks to international collaboration and experts.

4. Micro-credentials and new tools - are your participants getting confirmation of learning outcomes in a modern form?

The development of adult education is not only new content. It's also teaching tools and validation of learning outcomes. Micro-credentials - short credentials ofcompetence - have become one of the most important trends in Europe. The EU Council (2022) has adopted a recommendation for their implementation, and CEDEFOP (2023) describes them as a tool to make learning more flexible and accessible.

"Micro-credentials are a growing trend supporting flexibility and timeliness in competence development." - CEDEFOP (2023).

Licensing allows you to use such tools right away:

• e-learning platforms with micro-credentials,
• ready-made checklists and scenarios,
• pre- and post-validation as standard.

5. Scaling and financing - how to get to market faster and lower the cost threshold?

Building training programs on your own is like building a ship from scratch - possible, but costly and lengthy. A license allows you to take off faster: using ready-made, recognizable programs, standardized tools and materials. This means a shorter "time-to-market" and less quality risk.

But in Poland there is another argument - development subsidies. Public mechanisms mean that investment in a license need not be a burden solely out of one's own pocket. On the contrary - it can become a real engine for the development of a training company.

"Program licensing combined with BUR funding are key elements in scaling and professionalizing the market." - PIFS (2024).

Main sources of licensing funding in Poland

Source	Who can benefit	Amount of support	What can be used for	Example
BUR (PARP)	Companies (SMEs) and individuals	up to 80% of costs	trainings, licenses, certifications entered in BUR	License for 20 thousand PLN → real cost only 4 thousand PLN
KFS (PUP)	Employers	up to 100% (micro) / 80% (others)	training and certification of employees	License for 15 thousand zlotys → micro company pays nothing
PUP subsidies	Individuals setting up a business	up to 40 thousand zlotys	training, licenses, business development	Business startup and license fully covered
EU programs (FERS, regional funds)	Companies, institutions, NGOs	50-80%	development projects, vouchers, licenses	100k project → real cost 20-50k
Development loans (BGK, regional)	SMES	preferential, partially redeemable	training, licenses, tools	License PLN 30 thousand → loan with 30% amortization
Employers' budgets (ZFŚS, training)	Large companies	depends on the regulations	development of internal trainers	KFS + ZFŚS = zero own costs
Tax costs	JDG, training companies	no limit (settlement)	inclusion of expense in costs	License 10 thousand zlotys → reduces company income

What does access to training license financing mean in practice?

• Individual trainers - can financea license with a start-up grant, and then use BUR and KFS as a source of revenue.
• Training companies -reduce the cost of investment inrealterms: for example, a 20k license program can cost the end customer only 4-5k thanks to BUR.
• Organizations employing in-house trainers - KFS allows to raise the competence of development staff practically at no cost.
• New entrepreneurs - can "enter the market right away" with a ready-made, certified program, financing the license with a startup grant from the PUP.

For years, the Polish market of development services has been struggling with high variability in quality - as confirmed by the Human Capital Balance and PIFS reports. Licensing in itself is the answer to this problem, but it is only by combining licensing with financing mechanisms that the threshold for entry into professionalization is truly low.

In practice, this means that:

• independent trainers are no longer "lonely sailors."
• small training companies can scale services without financial risk,
• the market gains in quality, because licenses limit improvisation and "piracy" of materials.

This gives the Polish industry a chance not only to keep up with the trends of AI, reskilling or micro-credentials, but even to become an example against Europe.

Case study: copyright protection and scaling through licensing

Many trainers know this from experience: training materials developed over the years are copied and used by others - without respect for copyright. This is not only unethical, but also dangerous for quality. Detached from the methodology, exercises lose their meaning, and participants get a "second-rate" product.

Licenses limit this practice. They provide copyright protection while ensuring that materials are used in the right context. It's security for the trainer and quality for the participants.

What can you do today to improve the quality of your training?

• Check sources - review your materials and remove content based on untested guides; replace them with research, industry reports (e.g. SHRM, CEDEFOP, BKL).
• Compare yourself to others - do a benchmark: what methods, exercises, validations do other trainers in your industry use?
• Introduce outcome validation - add at least one simple competency measurement element to your program (e.g., pre/post test, implementation task).
• test micro-credentials - see if you can introduce short digital validations of skills (e.g., micro-achievements on an e-learning platform).
• Count your preparation time - how many hours does it take you to prepare the workshop? If it's 40-50% of your work time, think about ready-made tools/licenses.
• Check BUR - go to the development services portal and see if your clients can get 50-80% funding for training.
• Join a community - look for licensing programs or associations that allow you to share experiences and update know-how.

What's in it for you when it comes to training and quality?

The future of the training and certification market belongs to licenses. They are the ones that answer the most important challenges: AI and instant knowledge verifiability, reskilling and competency pressures, educator loneliness, micro-credentials, and scaling business through funding.

Today, improvisation and materials created "after hours" are no longer enough. In a world where your every word can be tested in seconds, only a systemic approach gives you the advantage: sound knowledge, proven methodology, validation of results and a community of practice.

A license is not a cost, but an investment that is easy to finance - from BUR (up to 80% funding), to KFS, to start-up grants. It allows you to get to market faster, increase credibility and protect your workshop from copying or distortion.

If you want to see how the system works in practice and what programs are available in Poland, explore the Excellence in™ Heuresis license offer and join the community of licensed trainers: Licenses for certified training programs: https://www.heuresis.pl/pl/oferta-dla-edukacji/licencje-certyfikowanych-szkolen-excellence/ogolne-informacje-o-zawartosci

If you want to learn more about certification of trainers, have a look at: https://www.heuresis.pl/pl/szkolenia-i-certyfikacja/szkolenia-otwarte-z-zarzadzania-i-hr/excellence-business-trainingcsm-kurs

If, on the other hand, you care about the issues of non-formal education look here: https://www.heuresis.pl/pl/blog/edukacja-doroslych-w-kryzysie-technologia-uznawalnosc-godnosc.

The issue of certification is widely discussed: https://www.heuresis.pl/pl/blog/licencja-certyfikacja-walidacja-jak-dzialaja-razem-praktyczny-przewodnik-po-miedzynarodowym

FAQs on training licenses :

What is a training license and why is it important?

A training license is a formal approval system for educational programs that guarantees access to validated materials, methodologies and tools, which significantly improves the quality of training and validation of outcomes.

How do licenses help combat improvisation and copying of materials?

Licenses protect copyrights, ensure consistent methodology and access to updated materials, which reduces the risk of using untested or copied content without permission.

Can the purchase of licenses be financed by a grant? What funding sources are available?

Yes, in Poland you can take advantage of subsidies such as BUR (Development Services Base), the National Training Fund (KFS), grants from labor offices and EU programs that allow you to cover up to 80% of licensing and certification costs.

What are micro-credentials and how do they work in practice?

Micro-credentials are short, digital credentials of acquired competencies that enable flexible and rapid validation of learning outcomes, often supported by e-learning platforms.

How is AI changing the training industry and what impact is it having on trainers?

AI is raising quality standards by quickly validating information and facilitating content updates, but it requires trainers to consciously use these tools and continuously develop competencies.

Who can benefit from training and licensing subsidies in Poland?

Grants are primarily available to training companies (especially SMEs), individual trainers, employers and start-ups, provided certain requirements are met.

How do you implement a training license in your company or as an individual trainer?

The implementation process includes choosing the right license program, preparing the team and materials, and using available tools to validate and update training.

How much does a training license cost?
The cost depends on the program and the institution - in Poland, licenses start at about PLN 10-15 thousand (e.g., for a single module), and expanded programs with a full suite of tools and international certification can cost PLN 20-40 thousand.

Is the cost of the license borne only by the trainer/institution?
No. Thanks to subsidies (BUR, KFS, PUP, EU funds), the cost can be reduced even by 50-80%, and in the case of micro companies - sometimes to zero.

Can the license be charged to the company's expenses?
Yes. Expenses for the license are treated as a tax deductible expense, so they reduce the tax base (PIT/CIT).

What goes into the price of a training license?
Usually:

• verified teaching materials,
• training methodology,
• validation tools (tests, checklists),
• right to use the brand/license,
• updates and mentoring,
• access to a community of practice.

Are there hidden costs?
Mostly no. However, it is worth checking if the price includes:

• annual updates,
• participation in the community,
• certificates for participants.
  In some cases, a subscription fee is required (e.g. for e-learning or new editions of materials).

How quickly does the cost of a license pay for itself?
Example: a license for 20 thousand zlotys can be financed at 80% from BUR - the real cost is only 4 thousand zlotys. With the price of training at the level of PLN 1.5-2 thousand per person, the cost of the license pays for itself already after 2-3 groups of participants.