How Welltory grows

First onboarding screen makes a bold curiosity promise ('Your Apple Watch knows what makes you tired and stressed. Hook up your data, and we'll show you what's going on') and the only button is 'Sync my health data'. No 1-3 slide prelude explaining the app. Data agreements/privacy screens (never sell or share data) follow.

Final pre-paywall/paywall headline: 'Stress is building right now', with subhead about seeing what's driving it and how to interrupt it: unless you pay, it keeps draining you and you'll feel just as tired tonight. Replaced an energy-story ending ('Stay with us', an energy bank filling up, a chart of how much better you'll feel in a week and a month).

Right after the health-data sync and data agreement screens, before any analysis or value is shown, the onboarding asks users to turn on notifications, contrary to the usual 'show value first' advice.

Free: vital health tracking (signs you're getting sick), blood pressure entry and analysis, energy battery, stress built up, sleep score, activity. Paid: trends over time, the day timeline showing drained/recovering/reversing periods, and activity recommendations to improve artery elasticity and stress resilience.

Segmentation question on how users usually feel, with six options covering both energy wording (low on energy, tired and drained) and stress wording (sometimes stressed, pretty good no complaints), since women and men describe the same state differently.

1) Human problem: study it deeply for months (she re-listened to the podcast The Dream) and know when in the day users feel it; usually already pitched in the ad, so onboarding doesn't open with it. 2) Product promise: a bold, curious first screen. 3) Key: something only you know ('sedentary stress' - you already have 192 minutes of it today, from their real data). 4) Mechanism: how the app uses the key (real-time view of when stress builds and when you relieve it; 'you're only relieving ~20% of it'). 5) Proof scattered throughout: their own data, 5-star reviews, millions of users, journal publications, university partnerships (a trust screen right before the 'science' section). 6) FOMO: what bad thing happens today if they don't pay. The whole story arc mattered more than polishing copy on each screen.

While analysis runs, a 'warming up' screen shows how much data is being processed. Then: minutes of stress from a recent clean day (e.g. 192 minutes), a timeline of their day with stressed/active/recovering periods and an animated zoom on a blue recovery period ('your body was doing a good job' - empowerment after the scare), then an animated 30-day calendar of built-up stress, and the share they relieved on their own (~20-30%). All numbers come from the user's real Apple Watch data.

Every Meta ad uses one hook: this app shows what's happening inside your body, something scary is probably happening, and you want to know. Ads attach it to different physiological processes, e.g. 'This Apple Watch app catches high cortisol' (a stand-in for the measured 'sedentary stress'), arteries. Visuals: Apple Watch scrolling colorful charts with a big red number; voiceover lists symptoms (bad sleep, sugar cravings) then names the cause.

Spent 1.5-2 years breaking down silos between the marketing team and product. Product read the winning ads for the overall promise ('make visible what's going on inside your body') and built toward that, rather than copying the exact features shown in ads.

After the agreement, permission and education screens, a 'now, in the next 2 minutes you'll see what's stealing your energy' screen, a trust screen, then the question 'Ever feel tired even when you haven't done much all day?' (Yes, I know that feeling / No, it never happens to me). Goal is to slow down and put users back in the emotional state that brought them, not to get agreement; the next screen names the cause (hidden stress).

Onboarding paywall usually shows only the annual plan, $99.99/year displayed as $8.83/month; sometimes a monthly option. No free trial; the paywall can be closed ('hard-ish'). Little pricing testing because the company feels too small to offer more pricing options given churn.

First App Store asset is a video with the CTA 'Find out how you're really feeling in 2 minutes. Let's check.', followed by screenshots: 'All your health in one app', 'Get your energy back', 'Track sleep and recovery', 'Learn ways to reverse stress', 'Monitor blood pressure', 'Turn data into insights'. The 2-minute promise is repeated inside onboarding.

Welltory pulls the user's data in during onboarding and immediately shows some insights about them, instead of telling them the app can give insights.