Flo Health · B2C · women's health app
Give the full app free in 50+ countries where people can't pay
20M+ free subscriptions given; no direct revenue or growth, but motivates staff and users
No effectpricingpositioning-niche
What they did
In countries where women mostly cannot pay (no credit cards, no money), where 99%+ of users would never convert, Flo opens the premium features for free instead of keeping them behind a paywall. Done for mission reasons, not business ones; Flo communicates it as a pro-social campaign. Now free in more than 50 countries, with 20M+ subscriptions gifted (vs ~10M sold).
What happened
No direct business value (no additional revenue or growth), per the guest; indirect benefit is more motivated employees and users.
- Effort
- 20M+ subscriptions gifted across 50+ countries
In their words
Sub Club by RevenueCat · How to Maximize Revenue with Regional Pricing — Dmitry Gurski, Flo“when the people can't pay, it's almost kind of sinful to hide the product behind a paywall, and because of that, Flo is for free in more than 50 countries.”
“But there is no like a direct business value, like I don't know, like additional revenue or some additional growth we would get because of that.”
Related topics
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More from Flo Health
All 10 Flo Health tactics- Give the core app away free, then sell add-on modules as users' needs change60M+ monthly users; thesis behind a $200M raise at a $1B+ valuation
- Sell higher tiers and extra features to people who already payCohort revenue retention ~60% in year one, then rising every year
- Hire a bank to run a competitive raise, then take more than plannedSet out for $100M; raised $200M at a $1B+ valuation
- Pitch the app as #1 in women's health instead of competing in all of healthBecame the first women's health unicorn: $200M+ raised at a $1B+ valuation
- Run over 100 experiments a monthGuest cites it as part of what made it a top health app; no direct numbers
More from this episode
- Flo Health: Set separate country prices for iPhone and Android usersAndroid's best price is ~15-20% below iPhone in US/UK; far bigger gap in Brazil
- Flo Health: Test many prices in each country; keep the one with the most revenue per userHalf-price variants sometimes won: 3x retention and much higher revenue per user
- Flo Health: Cut the price sharply in BrazilBrazil revenue up hundreds of percent in a year; now a top-4 market
- Flo Health: Lower the local price so ads get enough sales to scale profitably in BrazilUnlocked profitable paid installs in Brazil; not possible at the higher price