Natal · B2C · pregnancy and postpartum fitness app
Raise subscription prices
ARR still grew 20% that quarter
Unknownpricing
What they did
Raised prices during Q1 2026; amounts not given.
What happened
ARR still grew 20% in Q1.
- Stage
- Q1 2026
In their words
Sub Club by RevenueCat · How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal“And we raised prices during that time, which is kind of crazy to think about.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Nancy Anderson Fit: Sell a program as a monthly 30-day group challenge with before/after photos100 signups in month one, 125 in month two; kept growing
- Nancy Anderson Fit: Run paid social ads before Apple's tracking changeWorked well for a couple of years, then Apple's tracking change hurt it
- Natal: Post funny, relatable personal content, not just product postsStories get ~50K views; organic beats competitors' by 90%
- Natal: Reply to every DM, comment and email with a real expert within 24 hoursTrial-to-paid ~68% vs 38% typical; not isolated
- Natal: End posts with a soft 'learn more' instead of a sales pitch
- Natal: Turn down brand deals and affiliate links to keep audience trustGives up an estimated $0.5-1M/year; benefit not measurable
- Nancy Anderson Fit: Turn the questions people keep asking in DMs into your main programOver 1M users; still the top traffic driver
- Natal: Merge several niche apps into one app users keep across life stagesLess confusion and a lower price; ARR +20% in Q1 2026
- Natal: Narrow to pre- and postnatal fitness and rename the brand away from the founder
- Natal: Have your in-house expert coaches film the brand's videosFounder says it's working well; no numbers
- Natal: Ask 10-15 onboarding questions and show only content for the user's stage
- Natal: Build a new program for every client requestBiggest fail of the year: too many choices, users didn't start
- Natal: Offer a free posture check by a real expert that picks the first workout68-70% who finish it complete their first workout
- Natal: DM every new user personally and invite them to a coach-run community31% of community joiners return on day 2; no baseline
- Natal: Never give away free workouts or freebies
- Natal: Let people pay with their health savings account (HSA) at checkoutTens of thousands of dollars in two weeks, unpromoted
- Natal: Push 'spend your HSA dollars before they expire' at year end
- Natal: Drop the free trial on the monthly planMonthly subs up ~2,000%, annual +21% (founder's rough recall)
- Natal: Pay influencers to post about the brand