B2C · interactive sleep stories app

How Loóna grows

3 tactics and 1 figures from 1 interview.

Loóna is a sleep and meditation app that sold through a web onboarding funnel early, before most apps did, on the way to almost $6M ARR. The tactics, all from one interview, also describe two paywall ideas borrowed from other apps that did not work for it.

Loóna built a web onboarding funnel with no sleep or meditation app to copy and scaled to almost $6M ARR, but the payment and funnel setup cost far more than expected.Loóna
A paywall promising a reminder before the free trial ends did not work at Loóna or at Flo, though it looked safe.Flo
A free-trial on/off switch on the paywall, said to work for other teams, was implied to have failed here too; few details were given.Flo

Summary written 2026-11-11 from the tactics below. Figures are as founders stated them.

About Loóna

What it is: Sleep app turning sleep stories into a more interactive experience; won an Apple Design Award
Business model: Subscription with web onboarding funnels
Outcome: Scaled from zero to almost $6M ARR

As described in the interviews, not independently verified.

Loóna's 3 tactics

Flo · B2C · period and ovulation tracker

Promise a reminder before the free trial ends on your paywall

Didn't work at either of two apps

Tested the Blinkist-style paywall (reassuring users they will be reminded before the trial ends, to make starting a free trial feel safe) at both Loóna and Flo.

Failedpaywall

Sub Club by RevenueCat · 2026-11-11

Loóna · B2C · interactive sleep stories app

Sell through a web onboarding funnel instead of only the app stores

Part of growth to almost $6M ARR; infrastructure proved costly

Loóna explored web acquisition and web onboardings when few apps did it (Noom was the trailblazer) and with no sleep/meditation player to copy, so the team worked out from scratch the onboarding's goal, length and friction points. Building the payment and funnel infrastructure was far more expensive than expected; the usual pitch was bypassing App Store and Google Play commissions.

Mixedweb-to-apponboarding

Sub Club by RevenueCat · 2026-11-11

Flo · B2C · period and ovulation tracker

Add a free-trial on/off switch to your paywall

Worked for other teams, apparently not here; barely described

Mentioned right after the Blinkist paywall failures at Loóna and Flo: 'the same thing with the trial toggle, it worked for some teams'. No details on the test.

Failedpaywall

Sub Club by RevenueCat · 2026-11-11

Loóna by the numbers

Metric	Value	Context	Said in
arr	USD 6M approximate	'Almost $6 million ARR', scaled from zero	Sub Club by RevenueCat 2026-11-11 2:13

Topics

Free trial strategy for subscription apps2 App paywall strategy2 Web-to-app funnels and web checkout1 App onboarding1

Interviews

What 80M users taught Flo about A/B testing — Mike Charniatsou · Sub Club by RevenueCat · 2026-11-11