Paywall Newsletter #20: Apps built by women, loved by thousands

This is the 20th issue of the Paywall Newsletter by Adapty!

This time, we are spotlighting paywalls from apps created by women. From bold design choices to clever pricing strategies, these apps show how thoughtful monetization can be both user-first and highly effective.

We analyzed five paywalls from different categories with revenues ranging from $10K to $2M last month. Natalia breaks down their strengths and key takeaways.

Let’s dive in!

Foodvisor – Calorie Counter

Health & Fitness, Medical
Last month revenue — $500K

What works well:

1. Instead of a trial, the app uses a mobile-first money-back guarantee — a smart way to build trust and reduce hesitation.
2. The paywall comes in two steps:

• First, an upsell screen shows off the app’s benefits, features, and user reviews.
• Then, a clean and simple pricing screen closes the deal.

Takeaway:

A structured two-step funnel ensures only engaged users reach the payment screen, boosting CR and enabling more A/B testing.

Pure: Anonymous Dating App

Lifestyle, Social Networking
Last month revenue — $2M

What works well:

1. Paywalls adapt based on the selected gender during onboarding — a personal touch that improves relevance.
2. Feature previews are clear and direct, making the value of upgrading obvious.
3. Pricing is designed to gently nudge users toward longer commitments:

• Moving from weekly to monthly and monthly to yearly nudges users toward long-term plans.
• Higher-tier plans offer real discounts and feel like the best value.

Takeaway:

Personalization and pricing psychology work hand in hand. When upgrades feel logical and fair, users are more likely to go all in.

Rootd: Panic Attacks & Anxiety

Health & Fitness, Education
Last month revenue — 10K

Takeaway: When you lead with clarity and honesty, users focus on the value and not the fine print.

Water tracker Waterllama

Health & Fitness, Food & Drink
Last month revenue — $100K

What works well:

1. Clear pricing with an upfront discount — easy yes.
2. A flexible setup to different user preferences: discounted trial or a clean lifetime option.
3. Strong social proof is everywhere: media mentions, Apple Awards, and high ratings.
4. The flow is smooth:

• A subtle animation on the Continue button draws attention.
• The trial option stays visible without overshadowing the main offer.
• The lifetime option is available.
• The cancellation policy is easy to find without disrupting the experience.

Takeaway:

Strong UX and clear pricing go a long way. Visuals matter, but strategy matters more.

Workout Tracker Gentler Streak

Health & Fitness, Lifestyle
Last month revenue — $70K

What works well:

1. They turn their Apple Design Award into a reason to celebrate and offer a discount. That fosters an emotional connection with users.
2. Features appear both visually and in a list. No guessing what you’re getting.
3. Social proof done right: they highlight just the 5-star reviews.
4. The app promotes family sharing at the highest tier, making it a unique selling point.

Takeaway:

Don’t be shy about your wins. Celebrating them with users builds loyalty and boosts conversions.

Final thoughts:

This month’s paywalls showed strong monetization comes from clarity, structure, and trust. These paywalls are proof of that.

Whether it’s offering a refund instead of a trial, personalizing the paywall, or turning a product win into a moment worth celebrating, there’s always room to optimize.

We hope these examples sparked new ideas.

Keep experimenting. Keep growing.

See you in the next issue,

The Adapty Team