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Alex started Lingoci in 2017. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Lingoci?
Back in 2016, I was working in a digital marketing agency in London. It was a nice place to work, but I wasn’t feeling challenged enough and I’d always been attracted to entrepreneurship. Not because I dreamt of making millions, but I felt that being an entrepreneur would allow me to test myself in multiple ways and have a bigger impact.
At the same time, I was taking Swedish lessons with a superb tutor called Isabella. I was learning online and loved the convenience of being able to book lessons at times that suited me, as well as being able to learn from home. The main downside of the site I was using was that the quality of tutors was highly variable. I didn’t find Isabella immediately.
After a couple of months of lessons, the idea hit me: could I create a similar site to the one I was using, but recruit the tutors carefully so that the student experience would be better?