Merge several niche apps into one app users keep across life stages

David BarnardYeah.

Nancy AndersonIt was like 10 years ago. So it kind of snowballed into that. I did more programs, more challenges, and I was just in Facebook coaching them. I was coaching them, only me, party of one. No one else was working for me at that time. And it just gradually grew, word of mouth, they told their friends about it, "I had a good experience." It was no ads for years. I didn't do anything paid, no paid media, I mean. And then after I did the digital program thing for a while, then I went into launching white-label apps. So then I had a few different apps, actually four, to be honest with you, which, in hindsight, mistake. I shouldn't have done that. That was a lesson. I should have just done one from the beginning.

David BarnardWe've had a lot of conversations about portfolios and struggles with the multiple apps, and it's a lot to maintain.

Nancy Anderson… to be in all of it. And I don't know, it's just so intuitive now. I don't know why. I feel like I'm so good with intuition usually, but in hindsight it's like, "Duh." But someone that's working out in your pregnancy app and then she doesn't want to leave that app to go to another app to do post pregnancy and then leave that app to go to another app to do gen pop, it's like it should just all be in one ecosystem. So we kind of made that mistake.

Nancy Anderson… general population, there's so much competition, which I think if we tried really hard we could compete. But I'm only one person and it's a founder-led brand and I'm so picky about how the customers are taken care of and how our brand is perceived and what we put out there that I just wanted to be too involved to be able to actually scale four apps. It's just crazy. We actually had two other apps scoped that we didn't even... I went to Max, my husband, I'm like, "I can't do it. We have to tell them no. We can't do it." I have to draw a line somewhere. So yeah, it was really that. It was just realizing that everyone really just wanted one ecosystem where they could just stay in for longer. And by doing that, we could actually lower the price. So we could not only give them more content in one place, we could do it at a lower price, which just created more value for them really.

David BarnardAnd then the name speaks to the niche. You've niched down on Natal, so prenatal, postnatal. And then I imagine that resonates so much more, it's like, "This is the fitness app for me because I'm going to have a baby. This is the fitness app for me because I just had a baby," and that tells a difference. We were talking about storytelling, the name of the app tells a story that that's who you care about, that's the community you're building, and …