Sub Club by RevenueCat

On the podcast: reaching brand-new audiences through web funnels, how they created their own ‘Big Mac index’ for global pricing, and why monthly plans can beat annual for LTV.Top Takeaways:🌐 Web funnels unlock audiences that app stores can't reach Moving users from a lean-back social scrolling mindset to an active download requires an intermediate web flow to build intent and explain value.🍔 Global pricing requires more than currency conversion Building a custom purchasing power index for international markets can dramatically increase conversion, but impact can be further improved by combining it with deep, culturally aware localization.🗓️ Monthly plans create a faster feedback loop for product value While annual plans offer better upfront cash flow, monthly subscriptions provide the undeniable truth about usage and retention. With strong retention, monthly plans can generate much higher lifetime value.🎨 Delightful product moments are the best ad creatives Features that create genuine emotional reactions—like bringing a child's drawing to life—naturally become high-performing marketing assets because they clearly demonstrate the product's core value.🤝 Treating platforms as partners yields strategic advantages Sharing roadmaps, challenges, and user insights with Apple and Google unlocks beta access and design partnerships that adversarial approaches miss.About Yoav Sharon:🎹 Head of Growth and Product at Simply, the company behind Simply Piano, Simply Guitar, Simply Sing, and Simply Draw, which are apps used by millions of learners across more than 180 countries.👋 LinkedIn💪 XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[2:57] Dreams into habits: Helping people learn creative skills through smaller steps.[7:10] The portfolio playbook: How Simply expanded into different instruments.[10:05] Avoiding cannibalization: Measuring interactions between apps and channels across a multi-product business.[15:15] Family first: Why multi-profile and multi-app households become the strongest retention segment.[18:02] Beyond attribution: How web funnels unlocked new audiences and new growth channels.[21:11] From lean-back to action: Using onboarding flows to move users from passive browsing into active intent.[24:24] Web as audience expansion: Why Simply views web funnels as a growth engine, not a fee-reduction strategy.[26:26] Partners, not platforms: Building close relationships with Apple and Google.[32:54] The future of learning: Why immersive platforms could transform skill development.[37:52] The case for monthly plans: How faster renewal cycles improve product learning and LTV.[44:24] The truth about pricing: Balancing annual discounts with long-term customer value.[50:54] The localization advantage: Building a pricing model inspired by the Big Mac Index.[56:01] Japan surprise: The localization lesson that completely changed a paywall strategy.[59:11] AI and visible value: Bringing children's drawings to life and increasing willingness to pay.

On the podcast: testing prices from $5 all the way to $120 per year, why rising CACs forced a pricing rethink, and how raising the price allows them to discount more aggressively.This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.Top Takeaways:💰 Retest prices you've already ruled out Market conditions shift constantly. A price point that couldn't beat the control for years can suddenly break even as competitors raise prices and consumer expectations change.📈A higher base price unlocks more aggressive discounting Going from $40 to $80 creates room for steeper percentage discounts that drive higher conversion, even when the absolute dollar price is still higher.🔒Rising CACs demand pricing that funds acquisition At $40/year, paid UA math barely worked. Doubling the price gave the marketing team room to compete on acquisition channels where costs keep climbing.About Patrick Rills: 🚀 Chief Product & Technology Officer at Lose It!, the app-based weight loss program mobilizing the world to achieve a healthy weight.👋 LinkedInFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] Introduction to Patrick Rills, Chief Product & Technology Officer at Lose It![1:05] How pricing changes unlocked new growth opportunities at Lose It![2:12] Balancing customer acquisition costs (CAC) with retention through pricing strategy[3:25] Key insights from years of price testing, ranging from $5 to $120 per year[4:42] Raising prices to enable deeper discounting and improve conversions[5:58] Aligning product value with pricing to retain loyal users[7:06] The role of the freemium model in keeping users engaged after price increases[8:02] Using smart pricing and AI to drive growth[9:14] Leveraging data to fine-tune pricing decisions[10:27] How customer feedback and product data shape pricing strategies[11:38] Challenges and benefits of raising prices for an established product[12:33] Future plans for pricing tiers and new monetization strategies[13:18] Patrick shares iOS developer hiring opportunities at Lose It![13:41] Final thoughts on driving sustainable growth and user value

On the podcast: the experiments behind Mojo's 60% lift in ARPU, why a winning paywall in Japan completely failed in the US, and why not relying on day one for most of your revenue is actually a strength.This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.Top Takeaways:🌍Show free users a paywall every week after onboardingTriggering a paywall on app open once per week for free users drove 15% of new revenue with no backlash. The more generous your free tier, the more users tolerate the ask.💪A winning paywall in one region can completely fail in anotherA long, detail-rich paywall lifted revenue 20% in Japan but flopped in the US, where cleaner designs with punchy copy outperformed. Always retest winners in each market before rolling out globally.⚡Experiment velocity is a huge unlock for revenue optimizationRunning parallel paywall tests across geo segments on a weekly cadence compounds gains fast. More iterations mean shorter feedback loops, faster learning, and fewer months leaving revenue on the table.About Michal Parizek🚀 Senior Growth Product Manager at Mojo, a mobile-first content creation platform that empowers businesses and creators to produce professional, animated social media content in minutes.👋 LinkedInEpisode Highlights:[0:00] Introduction to Michal Parizek, Senior Growth Product Manager at Mojo[1:02] How Mojo achieved a 60% increase in average revenue per user[2:16] The impact of paywall design experiments on Mojo's revenue[3:31] Why the same paywall design worked in Japan but failed in the US[4:45] Mojo’s global pricing strategies and the role of regional differences[5:45] How Mojo optimized early revenue with the 7-day ARPU metric[7:02] The role of customer feedback in shaping Mojo’s growth strategies[8:15] Testing different pricing models: How Mojo decided on the $79 price point[9:30] Why focusing on new revenue, rather than renewals, was crucial for Mojo’s growth[10:45] The benefits of running paywall campaigns for existing users[12:02] How Mojo balances customer experience with aggressive monetization strategies[13:15] The importance of experiment velocity and fast iteration in scaling Mojo[14:34] Surprising results: Mojo’s success with paywall strategies for existing users[15:41] Closing thoughts on scaling an app with data-driven experimentation and customer focus

On the podcast: the tailwinds driving a boom in non-game app revenue, how vibe coding and AI workflows are fueling growth in categories that have nothing to do with AI, and why people predicting the "death of apps" have never been more wrong.This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.Top Takeaways: 🚀 The app revenue boom isn't just about AI appsNon-game in-app purchases grew 21% year over year, but only $3.5 billion came from generative AI. Billions more flowed into short dramas, social media, utilities, entertainment, and other categories.💰 ChatGPT helped reset what consumers will pay Pre-AI, most consumer subscriptions topped out around $60 a year. ChatGPT normalized $20 a month, and usage-based pricing is pushing some users into hundreds monthly. AI apps monetize at 2x pre-AI ARPU.🎯 Vertical, opinionated products beat thin AI wrappers Build deep products around a specific use case bigger platforms won't prioritize. The litmus test: your product should get better, not fear for its life, when the underlying models improve.About Olivia Moore:🚀 AI Partner at Andreessen Horowitz (a16z), a venture capital firm that backs bold entrepreneurs building the future through technology.👋 LinkedIn👋 @omooretweets on XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] Introduction to Olivia Moore, AI Partner at Andreessen Horowitz[1:05] Olivia discusses the role of AI in transforming startup growth strategies[2:10] The importance of aligning product development with user needs and market demands[3:15] How Olivia helps portfolio companies leverage AI to scale effectively[4:25] The challenge of balancing innovation with user experience and feedback[5:50] Olivia shares insights on identifying and seizing AI-driven market opportunities[7:00] Navigating the complexities of integrating AI solutions into existing business models[8:20] The importance of long-term growth strategies over quick wins[9:35] Olivia talks about the evolving role of AI in user retention and engagement[10:40] Discussing the ethical considerations of AI implementation in growth initiatives[11:55] Olivia’s thoughts on the future of AI in the startup ecosystem[12:30] Closing thoughts on driving innovation and growth through AI

On the podcast we talk with Tanmay and Jack about how earned media can drive paid performance, building features that make for good tweets, and why stripping out your onboarding quiz might beat optimizing it.Top Takeaways:📊Pricing should match how users think — not how AI worksOne of the biggest wins came from simplifying pricing. For ElevenReader, selling listening time instead of tokens or credits dramatically improved clarity and conversion. Abstracting away AI complexity for consumers is not dumbing things down — it’s good product sense.🏎️Small, autonomous “pods” enable speed to become the moatInstead of one massive org, ElevenLabs operates like 10–12 startups inside the company. Small teams with full ownership can ship fast, iterate relentlessly, and make real product decisions without waiting on heavy processes — a critical edge in fast-moving AI markets.💸Earned media compounds — and fuels paid performanceElevenLabs treats launches as compounding assets. Each launch earns attention, which boosts branded search, improves paid efficiency, and makes future launches stronger. Growth isn’t just ads vs. organic — it’s a flywheel where story, brand, and performance reinforce each other.🕊️Start launches with the “tweet thread,” not the featureBefore building launch assets, teams write the Twitter/X thread first. If a feature can’t be explained clearly and compellingly in a short narrative, it’s a red flag. This keeps teams focused on real user value instead of shipping “flashy but hollow” features.🌐 Consumer apps are a strategic advantage for platform companiesElevenLabs doesn’t see consumer apps as competing with its API customers — they’re a force multiplier. Being their own best customer helps them build better APIs, understand real user needs, and strengthen brand affinity across creators, consumers, and developers.About Tanmay Jain & Jack McDermott🚀 Mobile Growth Lead, ElevenLabs 📱 Tanmay Jain leads mobile growth for the core ElevenLabs app, focused on translating ElevenLabs’ powerful web + API capabilities into a mobile-native experience that’s simple, fast, and creative-first. He brings a founder mindset from previous roles (including Canva), and shares how ElevenLabs ships through small, autonomous pods — moving quickly, running experiments (like pricing + paywalls), and holding teams accountable to what actually improves the user experience.👋 LinkedIn🚀 Mobile Growth Lead, ElevenReader 📱 Jack McDermott leads mobile growth for ElevenReader, ElevenLabs’ consumer app that turns PDFs, articles, and books into lifelike audio — powered by a massive catalog of high-quality voices. He breaks down how ElevenLabs uses earned media to amplify paid performance, why launches start with the “tweet thread” narrative, and how simplifying pricing (selling listening time instead of tokens) can dramatically improve consumer conversion.👋 LinkedInFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] Why consumers won’t pay in “tokens” — they pay in outcomes[2:13] The case for building consumer apps and an API (without competing with customers)[4:10] ElevenLabs’ operating system: 10–12 “speedboat” pods shipping in parallel[7:20] The Canva spin-out lesson: award-winning product ≠ distribution or retention[12:07] Monetization that matches intent: “hours of listening” vs creator credits[13:30] Two growth modes at once: compounding earned-media launches + steady paid UA[16:27] Why earned media makes paid cheaper (branded search + trust lift)[19:30] The launch playbook: write the Twitter thread first → turn it into a video[32:20] “Speed is the moat” — and how they avoid shipping gimmicks[36:57] Don’t copy Spotify Wrapped — find your product’s natural shareable moment[43:31] ElevenReader’s “aha”: bring your own PDF/ebook + pick a voice worth sharing[56:58] Biggest fail: over-optimizing onboarding instead of testing the “strip it back” base case

On the podcast, I talk with Jeff about Tinder's $50 million paywall win. Why now is such a great time to build apps, and how hard paywalls can mislead you about product-market fit.Top Takeaways:💡 Focus on Product-Market Fit First Before jumping into monetization, ensure your product truly resonates with users. Building a product that solves a real problem and captures genuine interest is the foundation for sustainable growth. Once you achieve product-market fit, monetization becomes a natural extension.🛠 Monetization Strategies Are Evolving Founders are being pushed to monetize early, but the key is to test different models and find what works for your user base. Experimenting with subscription tiers and paywalls can unlock new revenue streams while preserving a great user experience. This flexibility is crucial in today’s competitive app landscape.🚀 Experimentation is the Key to Success The most successful apps are built through continuous experimentation and iteration. Constantly testing new ideas—whether in pricing, features, or user engagement tactics—helps you learn and adapt quickly. Fail fast, adjust, and keep pushing forward.📊 Data-Driven Decisions Over Gut Instincts Rely on data to make smarter decisions, especially when it comes to monetization and growth strategies. Properly instrumenting your app and analyzing user behavior gives you the insights needed to refine your approach. Data-driven decisions remove the guesswork and lead to more reliable outcomes.💬 User Feedback Drives Innovation Your users are the best source of inspiration. Listening to their feedback and adjusting your app based on real-world experience will improve your product and increase retention. The more connected you are to your community, the more likely your app will evolve in the right direction.🔑 The Importance of Sustainable Growth Building a successful app requires more than just an initial win. To scale sustainably, it’s essential to focus on long-term user value and avoid over-monetizing too early. By balancing user experience with growth strategies, you can achieve steady, lasting success.About Jeff Morris:🚀 Founder and General Partner at Chapter One.📱 Jeff Morris is the former VP of Product at Tinder, where he played a key role in driving the app’s revenue and user growth. As a venture capitalist, Jeff invests in early-stage companies developing products that resonate deeply with users. His expertise spans product development, monetization strategies, and scaling businesses in competitive markets.👋 LinkedIn👋 Follow Jeff Morris on X - @jmjJeff’s “controversial” X post🌎 The New Internet Follow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] Jeff Morris’ background and expertise at Tinder[2:20] Monetization vs. product building: A founder’s shift in focus[4:53] Celebrating early revenue: Real or just hype?[6:08] Freemium model: Boosting user engagement and retention[9:01] Monetization strategies across app categories[11:51] The venture landscape in 2025: Challenges & opportunities[13:05] Why it’s still a great time to build mobile apps[14:48] Creating a sustainable subscription model[17:27] Early-stage AI startups: New monetization opportunities[19:20] Tinder’s journey with pricing and packaging experiments[22:02] The success of Tinder’s three-tier subscription model[24:41] Balancing user experience with monetization[26:45] The role of testing and iteration in revenue decisions[29:40] Why revenue optimization needs constant attention[31:53] The impact of paywall features on conversion[33:54] The power of design in driving revenue and engagement[36:21] The future of mobile and AI-native apps[39:11] Scaling a mobile app in 2025: Key lessons for founders[42:45] How funding partners shape your product vision[44:21] The role of feedback loops in creative growth[47:30] What Jeff would have done differently at Tinder[50:11] Key takeaways from building and scaling a high-growth product[54:45] User-centric design: Why monetization should never come first