Flo · B2C · period and ovulation tracker

Keep the core app free and offer paid extras when users' needs change

40% of subscriptions start more than 6 months after install

Workedupsell-expansionpricingretention

What they did

Flo positions itself as a lifelong partner: core needs such as cycle tracking are free, and the team avoids intrusive paywalls and doesn't push to monetize on day one or day seven. It tracks how needs evolve across life stages (understanding periods, trying to get pregnant, following pregnancy, perimenopause) and, when it sees something of value beyond the core offering, approaches users with a tailored product offering at that time, converting free users 3, 6 or 12 months later.

What happened

40% of all Flo subscriptions take place more than 6 months after install.

Stage: scale

In their words

Sub Club by RevenueCat · What 80M users taught Flo about A/B testing — Mike Charniatsou

Play from 20:33

20:33

“Most of the needs, you know, like tracking your cycle, for example, is covered by Flo like without asking the user to pay.”

Mike Charniatsou

23:16

“So, we just keep track of the user needs, how they evolve, and when we see that there is something of value that we can bring to the user beside our core product offering, we do. And this is, you know, what lets us convert users from freemium into paying 3 months, 6 months, you know, 12 months later.”

Mike Charniatsou

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