Most EdTech startups start working with large-scale UGC networks straight away, but this one chose a different path and put the founders on camera instead.

King of the Curve is an MCAT prep app for iPhone and iPad built by three med‑school students with real exam experience.

The official account is managed by two of the founders, and their strategy splits into two roles.

William Kelly had the biggest hits.

His videos usually open with a close‑up and a hook about building an app to make studying easier, followed by a quick product reveal.

“just bc you think studying sucks doesn’t mean you can build an app to make it fun” → 19.1M views

However, his videos aren’t fully organic.

yeah so I actually built an app that’s helped over 10,000 students get into medical school” → 9.6M views

Heath Rutledge‑Jukes took the opposite route.

He posted two videos using the same hook, one in 2024 and another in 2025.

Both were fully organic and both strong performers.

“Brown University came out with a study showing that the Flynn effect is no longer a thing | Gen Alpha dropped the ball (and their IQ) | This means Gen Z is the smartest gen of all time.”

2024-> 7.4M views & 9.4k comments

2025-> 2.8M views & 4.1k comments

Despite the visibility, the app launched in 2020 and downloads remain low.