B2C · weight loss app

How Noom grows

1 tactic and 3 figures from 3 interviews.

About Noom

What it is: Paid-only weight loss app; Healthi's big competitor
Business model: subscription
Pricing: Starts above $400/year, no free product

As described in the interviews, not independently verified.

Noom's tactic

Noom · B2C · weight loss app

Run a 50-screen onboarding quiz on the web for a high-intent product

Still works for Noom; the guest doubts it would for a quick-use app

Noom's web onboarding is about 50 screens. It works because weight loss users have high intent and can be qualified with a long run of questions; a quick-value app like Photoroom should instead show the aha moment fast.

Workedweb-to-apponboarding

Sub Club by RevenueCat · 2024-08-21

Noom by the numbers

Metric	Value	Context	Said in
count	50 screens approximate	Screens in Noom's web onboarding flow	Sub Club by RevenueCat 2024-08-21 8:13
price	USD 400/year approximate	Noom annual price, hard paywall	Sub Club by RevenueCat 2023-07-12 24:58
price	USD 400/year approximate	Starting price, 'over'; no free product	Sub Club by RevenueCat 2023-05-03 37:51

Topics

Web-to-app funnels and web checkout1 App onboarding1

Interviews

Understanding When to Use Web2App and How to Do It Well — Thomas Petit, Independent App Consultant · Sub Club by RevenueCat · 2024-08-21
Achieving Mission & Profit with Freemium — Erin Webster-Shaller and Paul Apollo, Lose It! · Sub Club by RevenueCat · 2023-07-12
How Freemium Can Outperform Free Trials – Shaun Steingold, Momentum Labs · Sub Club by RevenueCat · 2023-05-03