How Mindfulness App grows

In 2020, with iOS 14 hurting ad tracking, compared spending money on ads vs buying apps. Bought Done (habit tracker, bundled with 5-6 other apps) at a 'pretty good price' because it was under-monetized, then improved paywalls and in-app subscriptions. Keeping the asset, user base and tech (resellable later) made acquisitions more reliable than ad spend. Repeated for 30-35 apps 2020-2025 across journaling, habits, fasting, money tracking, calendar and mindfulness (Mindfulness App to round out categories). Buying apps was usually the better use of capital, except in January when ad spend won.

Next phase for the Mindfulness App once consumer ads hit a ceiling: sell pre-packaged, discounted annual subscriptions to corporations (insurers, health companies, accounting firms). Employees take an in-app stress test at the start and at intervals, so the company can see e.g. a 10-30% drop in average stress. Contracts can be a couple of hundred thousand dollars over 3-5 years, take 6-12 months to close, and need 12-18 months of wind-up plus some custom tech.