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
All 21 Flo tactics- Give your best-performing ad angle its own onboarding path that continues the ad's storyBecame a great revenue driver; no numbers given
- Add an onboarding question that tells users which stage they're in, never 'sorry, we couldn't tell'Lost ~10% twice; the evidence-based rewrite won 23%, confirmed by a blackout test
- Hold a weekly sync where marketing and product share every change they makeSource of experiment ideas like the ad-angle onboarding path; no numbers
- Re-check test wins 3, 6 and 12 months after rolloutFinds that not all reported conversion wins became business wins; no numbers
- Keep the core app free and offer paid extras when users' needs change40% of subscriptions start more than 6 months after install
- Remove a step that just won to check the win was realRemoving the 23%-winning step lost, confirming the uplift
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