Another AI study tool? Yep. Built in a dorm, rebranded mid-flight, then fired straight into StudyTok for 50 million views.
This is Palmy, an AI study helper with 280,000+ users, more than 50 million organic views across TikTok and Instagram, and students in 180+ countries.
The Students Behind It
Malik Evloev, Adam Huda, and Alvaro Torres are three co-founders straight out of Imperial College in London.
They got together and started working on the app, all while balancing exams, shipping product, and managing a mini creator army.
From “EduCure” to Palmy
Palmy first launched as “EduCure”, a scrappy AI tutor that answered questions on top of your notes.
As usage grew, they realized the name felt too clinical for Gen Z and too limiting for what they were actually trying to build.
So they rebranded to Palmy and raised the bar.
Now the promise is bigger. An all-in-one study system that actually learns what you know, not just another chatbot sitting on top of your PDFs.
From there, they went all in on StudyTok.
Making Money Without Taxing Student Wallets
Palmy uses a classic freemium model.
Users can try the tool for free, but they are “cooked” because it’s very limited.
The premium “locked in” unlimited version costs £9.99/month or £90/year.
The 60 Account StudyTok Machine
Behind Palmy’s 280,000 users sits a 61 account UGC network pushing content every day.
Some profiles are clearly branded, but feel like native “studywith…” or “locked in” accounts that blend into the feed.
Together they have driven well over 50 million views and made Palmy a recurring character on student screens.
They even run a full creator program on the website for people who want to join.
The Founder Is the Funnel
Before you even get involved with the brand accounts, there’s already someone doing most of the hard work.
And that’s Adam Huda, Palmy’s co-founder and full-time StudyTok weapon.
Under @theadamhuda, he has pulled 25 million views on Instagram and 19 million on TikTok.
Here, the growth lead is the creator, and his personal account gives Palmy a human side that users can more easily relate to.
His feed does not feel like a company channel.
He posts a mix of raw, honest videos and low-key Palmy promos.
In this example, he drops a normal video, then a promo, then another normal video right after.
It feels like a smart, slightly unhinged student who keeps finding study cheat codes and engineering hacks and will not shut up about them.
People trust him because of the real, non-polished content, so when he plugs something, they listen.
One of his latest clips, for example, has nothing to do with Palmy.
He jokingly explains how someone could steal the Louvre jewels, just like the recent thieves, by hacking the museum’s vibration sensors with a JBL speaker, telling the story in a funny, creative way.
How to get Louvre crown jewels -> 516K views on October 22
His biggest promo hit came back in January on TikTok, when Palmy was still called Educure AI.
He used a TurboLearn AI format to show off the YouTube feature.
“I studied for one day and got a 98!?” -> 2.5M views and 100K bookmarks.
A month later, he ran the same idea on Instagram and pulled another 1.6M views with the “I barely made notes and got an 86!?” variation of the same hook.
From One Founder to a Classroom of Creators
Once his Educure promos started blowing up on TikTok and Instagram, the team packaged the playbook and handed it to other “students”.
The format: exam panic → AI cheat code → flex the result
That is when the UGC wave kicked off.
A few creators stand out.
@laylalockedin hit 2.5M views from authentic looking “how to revise” videos.
“How to revise for a content heavy subject” 274K views in June.
A few months later, she spun up a second TikTok, @laylalockedin2, which has already done 1.9M views.
This one is aimed at psychology students.
“PSYCHOLOGY A LEVEL HACK” 214K views in August.
@learningwithlilii hit virality by leaning into relatable “I hate maths” hooks.
She posts crying selfie skits where she “cheats” on maths by using Palmy.
“Why is maths alevel so hard. I’m about to drop out” 1.1M views in September.
That same idea runs across dozens of accounts.
Just “students” flooding StudyTok and showing how they used Palmy to pull A*s in their exams.
Three Students, One Rebrand, and a Creator Programme That Hit 50M Views
Palmy is not just “another AI study tool”.
It is a case study in how three Imperial College students took a scrappy dorm-room prototype, rebranded it from the sterile “EduCure” into the friendlier, memeable “Palmy”, and then used a single founder account to ignite an entire creator programme.
Adam proved the format first by pulling tens of millions of views on his own. Then the team cloned that playbook into 60+ UGC accounts that feel like real students in your feed, not ads trying to sell you something.
The result is a web-first tool with 280K+ users and 50M+ views that did not grow through big funding rounds or institutional deals.
It grew from one tight loop: founders who live on StudyTok, a name that actually sounds like Gen Z, and a classroom of creators all telling the same story in their own words.
You can take a look at their entire ambassador collection on Shortimize:
https://app.shortimize.com/c/2b105ikvLKmEx6
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