The call for continuous learning driven by digital transformation has triggered the search for flexible courses, and technology has contributed to the rise of new educational business models, thanks to digital platforms. This paper presents the case of a Brazilian educational institution adopting a MOOC platform, exploring its value proposition and debating perceptions of internal players. The study employs a qualitative case study methodology, analyzing factors leading to adoption, challenges, and opportunities from multiple perspectives. Findings reveal how platform-based business models transform institutional strategies, reconfigure professor-student relationships, and enhance scalability. This research contributes to discussions on the integration of MOOCs into traditional education and their implications for business model innovation in the educational sector in Latin America.