Pricing your wellness app is a key factor in attracting users, generating sustainable revenue, and reflecting the value of your offerings. The right pricing strategy can position your app as a premium solution while appealing to your audience. Here’s how to determine the best price for your app.
Understanding App Pricing Basics
Most niche wellness apps (yoga, meditation, fitness, etc.) are subscription-based.
Common base pricing for wellness apps is $15.99 - $29.99 per month.
Annual pricing is typically $149.99 - $249.99 per year, offering users a discount for committing to a longer-term plan.
Many apps also include a lifetime purchase option, usually priced at 10-15x the monthly subscription (e.g., $299 - $499).
FYI these are the benchmark prices for smaller niche apps. This doesn't include household brands like Calm, Headspace etc that are basic apps positioned and marketed for everyone.
Steps to Price Your App
Understand Your Target Audience
Who are your users, and what are they willing to spend for high-quality wellness content?
Consider your audience’s demographics, income level, and the perceived value of your app’s features.
Assess the Value You’re Offering
Is your app content-focused (e.g., yoga classes or meditations) or feature-rich (e.g., habit tracking, personalized recommendations, or community interaction)?
Premium features and exclusive content justify higher pricing.
Benchmark Against Competitors
Research similar apps in your niche and their pricing models.
Position your app as a premium offering while staying competitive in the market.
Incentivize Annual Subscriptions
Offer a discounted annual plan to reduce churn and increase long-term revenue.
Example: $15.99/month or $199.99/year (saves 20%).
Test and Optimize
After we launch we will be able to use tools like A/B testing to evaluate pricing strategies.
Common Pricing Models for Wellness Apps
Monthly Subscription
Pros: Predictable income, lower entry barrier for users.
Cons: Higher churn compared to annual plans.
Example: $19.99/month.
Annual Subscription
Pros: Encourages commitment, generates upfront revenue.
Cons: Higher upfront cost for users.
Example: $179.99/year (saves 25%).
Lifetime Purchase
Pros: Attracts loyal users, increases short-term revenue.
Cons: No recurring income from these users.
Example: $399.99 one-time.
Pricing Tips for Wellness Creators
Highlight the Value: Clearly communicate how your app solves user problems (e.g., stress relief, mindfulness) and enhances their lives.
Leverage Your Brand: Established creators can price higher based on their reputation.
Keep it Simple: Avoid overly complex pricing structures.
Use Psychological Pricing: $19.99 feels more accessible than $20.
Offer Discounts Strategically: Promote annual plans or limited-time offers to drive
Compare to in person wellness resources: Example a drop in yoga class is $30 where a Yoga app with days of yoga content is under $30/month!