Sub Club by RevenueCat

David Barnard, Jacob Eiting
  • 5.0 (56)
  • TECHNOLOGY
  • UPDATED BIWEEKLY

Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.

  1. Creative Misfires, False Positives, and Meta's Auction Flaws — Alper Taner, Stealth-Mode App Studio

    20H AGO

    Creative Misfires, False Positives, and Meta's Auction Flaws — Alper Taner, Stealth-Mode App Studio

    On the podcast, I talk with Alper about the competitive advantage of ignoring (some) best practices, the risk of drawing false conclusions when researching competitor ads, and why poor metrics are just facts until proven problematic. Top Takeaways: 📊 Challenge Best Practices Test what works for your app and market, even if it goes against common advice. Adapt best practices to your data and current stage. 💡 Facts vs. Problems Low trial conversions aren’t always a problem—sometimes they’re just a fact of your setup. Only treat them as a problem after you’ve tested and ruled out other factors. 🎯 Quality Over Quantity in Creative Testing It’s not about testing hundreds of creatives—it’s about testing fewer, but with stronger hypotheses. Focus on creative iterations that drive high success rates, not just metrics. ⚖️ Strategic Control of Spend Set guardrails and adjust bids based on performance. Test spend limits, but always maintain control over your budget and its allocation. 💬 Be Inspired Learn from competitors, but don’t mimic their exact strategies. Customize based on your own data and target audience. 🔍 Instrument Your Data RightAccurate data is key. Whether it’s MMP, in-app analytics, or creative performance, ensure you interpret results accurately to drive better decisions and scale effectively. About Alper Taner: 🚀 Head of Performance Marketing at a stealth-mode app studio. 📱 With over 10 years in mobile growth, Alper drives user acquisition and marketing tech strategies, managing 8-figure budgets. He’s known for challenging conventional marketing practices and leveraging data to fuel growth. 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:  [0:00] Introduction to Alper Taner and his mobile growth expertise [1:39] Why challenging best practices and testing your own data is crucial [5:04] Poor metrics are facts, not problems [8:10] Creative testing: Focus on quality and strong hypotheses, not just quantity [12:00] Set spend guardrails and control budget allocation for better results [15:30] Learn from competitors, but don’t copy their strategies blindly [19:10] Accurate data is key: instrument it right for smarter decisions [22:18] Small event mapping changes can lead to significant performance boosts [27:00] Don’t shy away from unconventional strategies [32:45] Iteration is key for creative optimization [37:20] Manage budget thresholds in creative testing to avoid overspending [41:00] Understand platform algorithms and guide them to work for you [46:00] Use guardrails and budget caps to control spend while optimizing performance [49:50] Balance risk and experimentation with data-backed decision-making [54:05] Retention and user behavior drive long-term growth [58:00] Key lessons from creative testing: Adjust based on results [1:00:30] Mixing creativity with data is the key to optimized user acquisition

    1h 3m
  2. Pivots, Funding, and Building Apps That Last – Greg Cohn, Burner

    DEC 10

    Pivots, Funding, and Building Apps That Last – Greg Cohn, Burner

    On the podcast, I talk with Greg about knowing when to pivot, why most consumer apps shouldn't raise VC, and why making free trials optional outperformed making them the default. Top Takeaways: 📉 Know When to Pivot Wrangle struggled because it wasn’t solving a real problem. Burner succeeded because it met a clear need. Don’t be afraid to pivot when the product isn’t working. 💭Most Consumer Apps Don’t Need VC Venture capital can be a blessing but also a curse. If you attract investment that doesn’t line up with your product vision or culture, the cash injection can turn out to be a costly mistake. Building a business that pays for itself is a better fit for most founders.   🔑 Focus on Retention  Success is about keeping users, not just acquiring them. Burner’s ability to retain users, even short-term ones, proved its value. If users keep coming back, you’ve found something meaningful. 🛠 Trials, Errors, WinsTesting was crucial to Burner’s growth. Every experiment was a learning opportunity. Don’t guess—test continuously, especially pricing, to find what drives retention and revenue. 🎯 Small Changes, Big Results Minor tweaks, like switching to a free trial, led to significant growth. Optimize for retention with quick, simple changes. Even minor adjustments can have a substantial impact on results. About Greg Cohn:  🛫 Founder and CEO of Ad Hoc Labs 📱 Greg Cohn is the founder of Burner, the leading mobile app for managing personal privacy through disposable phone numbers. With a passion for solving real-world problems, Greg transitioned from an early startup failure to building a successful business that prioritizes user privacy, simplicity, and seamless functionality. 👋 LinkedIn 💬 Text Greg’s Burner: (323) 579-1830🧑‍💻 Open Roles at Ad Hoc Labs (Mention “Sub Club” to get a closer look at your resume.) Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] The concept behind Wrangle, Greg’s first app [1:39] Twilio’s role in developing Wrangle and early challenges [3:24] Burner’s breakthrough with the “burner” feature for privacy [9:42] Wrangle’s pivot and what went wrong [13:36] Moving from paid downloads to a subscription model for Burner [24:47] Importance of user feedback in shaping the Burner product [33:24] The credit system and why it transitioned to subscriptions [38:55] Why retention and cohort analysis are key to Burner’s success [44:29] How Burner integrates new features like VPN for growth [54:33] Premium tier features: phone number lookup becomes popular [1:02:18] Bundling products: the decision to expand Burner’s offerings [1:09:53] Greg’s thoughts on acquiring apps vs building new features [1:23:38] Win of the year: faster paywall testing speed for Burner

    1h 29m
  3. How Tinder Captures More Value With Tiered Pricing and Consumables — Ravi Mehta

    NOV 26

    How Tinder Captures More Value With Tiered Pricing and Consumables — Ravi Mehta

    On the podcast we talk with Ravi about subscriptions as a force multiplier for consumables, why narratives matter more than metrics in goal-setting, and why you might want to try a longer onboarding, or a shorter one. 📊 Stack the demand curveTinder didn’t just offer one price—it built a staircase of value. Low-tier subs, premium upgrades, and microtransactions filled in the gaps of user willingness to pay. The result? More people paid something, and some paid a lot. Don’t pick one price point. Map the whole curve.  🎯 Create value before monetizationThe fastest way to expand your TAM? Get users to the “aha” moment faster. Tinder made onboarding nearly instant to tap into a new, younger audience. In contrast, Sesame Care increased conversions with a 25-step flow by increasing user confidence. Friction isn’t the enemy—poor timing is. 💰 Free is a monetization strategyAt Tinder, 85–90% of users never paid. But their presence was the product—fueling demand and justifying spend for the other 10–15%. Don’t underestimate free users. Sometimes, they’re the reason someone else is willing to pay. 🧪 Price is productTinder didn’t guess what users would pay. It ran hundreds of localized price tests across SKUs to learn what users valued. Pricing isn’t a spreadsheet exercise—it’s part of the product experience and should be tested like one. 📐 Narrative beats metricsOKRs fail when they skip the why. Ravi’s NCTs framework, which stands for Narratives, Commitments, Tasks, anchors goals in story and context. If your team is hitting the numbers but drifting on focus, it’s probably time to start with the story—not the spreadsheet. 🪞 Monetization reveals product market fitMost apps undercharge. A scanner app might seem basic, but if it powers daily workflows, it’s worth real money. Set your price high enough to test willingness, not just conversion. If no one bites, you don’t have a monetization problem—you have a product one. About Ravi Mehta: 🔥 Former Chief Product Officer at Tinder and product leader at Meta, TripAdvisor, and Microsoft. 📈 Ravi helps companies turn behavioral insights into scalable monetization systems — from multi-tier subscriptions to habit-forming onboarding flows. 🗣 “If you have a product that’s solving an important need for someone, there’s a system around that that fits into the problem you’re solving, and you should think about the value of that system rather than just the price.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Subscriptions as a force multiplier for consumables [3:03] Filling the demand curve with tiers and microtransactions [6:47] Why free-to-play was Tinder’s breakthrough innovation [10:26] Matching monetization to different user behaviors [13:09] Creating value for whales without breaking the game [17:22] Experimenting your way into the perfect pricing model [20:03] When free, trial, or paid onboarding makes the most sense [23:47] Why apps are undermonetized and how to fix it [28:43] Why a longer onboarding boosted conversion 40% [35:20] How shorter onboarding expanded Tinder’s total market [43:03] Narratives, commitments, and tasks: a better goal framework [01:02:49] Growth is easier when you own your audience

    1h 6m
  4. Why AI Probably Won’t Kill Your App (But Ignoring It Will) — Eric Crowley, GP Bullhound

    NOV 12

    Why AI Probably Won’t Kill Your App (But Ignoring It Will) — Eric Crowley, GP Bullhound

    On the podcast, we talk with Eric about the opportunities and challenges of AI for consumer apps, what you can learn from Strava acquiring Runna, and the flawed thinking around ‘subscription fatigue’.Top Takeaways: 💸 Value Overcomes Fatigue Consumers would rather not pay for anything, but when a product delivers real value, they are happy to pay, even via subscriptions. Whether it’s training for a race, protecting memories, or learning something new, utility drives retention. Building long-term value wins every time. 🧠 Build a ‘Category Killer’ Eric identified ‘Strava for Pets’ and ‘Managing screen time and digital focus’ are opportunities for future ‘category killer’ apps. What do those two opportunities have in common? They are in categories where people are already spending a lot of money or have the opportunity to save a lot of time or money. 🤝 Build to be loved, not acquired The best M&A strategy? Build something consumers truly love. Runna didn’t sell to Strava because they planned for it, building cool features Strava didn’t have. They sold because Runna was a fantastic product that personalized running in a way that expanded the market Strava couldn’t.  ⚙️ Growth requires tough choices Conglomerates like Bending Spoons win through ruthless efficiency. They acquire apps, cut costs, and apply repeatable growth playbooks at scale. It can be controversial, but sometimes it takes an outsider to spot that the team that took an app to 1,000 users may not be the team to take it to 100,000 and beyond. 📈 AI changes discovery Search behavior is shifting, and SEO is no longer the only path to discovery. AI tools are becoming the starting point for many journeys, forcing marketers to rethink how users find and engage with products. Adapting to this shift means reimagining acquisition, not just tacking on AI features. About Eric Crowley:  👨‍💼 Partner at GP Bullhound, a global investment bank and venture capital firm. 💰 Eric leads the Consumer Subscription Software (CSS) practice, advising high-growth companies on capital raises and acquisitions—recently including AllTrails and Runna. 📊 “If you build a product that consumers truly love, strategics will come calling. It’s that emotional connection that drives outsized outcomes.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Opportunities in subscription apps[7:12] Consumers still pay when the product delivers lasting value[10:41] What Strava’s acquisition of Runna reveals about building apps that get bought[17:30] Genuine consumer love over designing for a single acquirer[19:27] Shifts in discovery forcing app marketers to rethink SEO and acquisition[28:56] Using AI to move faster, create better products, and deepen moats[32:47] How loosened restrictions could return profit margins for top apps[46:43] The next big subscription plays[52:04] Why Bending Spoons are forcing investors to rethink consumer tech[57:11] What makes the Bending Spoons model work[1:00:10] The Secondary market is changing how founders think about app exits[1:01:41] Trends, exits, and the state of the subscription app ecosystem

    1h 4m
  5. How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast

    OCT 29

    How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast

    On the podcast, I talk with Michael about the blessing and curse of having a brand, why post-purchase is the perfect upsell moment, and why partnerships are hard to pull off but can be well worth the effort. Top Takeaways:🌱Growth is Built on ValueSustainable growth comes from consistently adding value, not just short-term tactics.  Success lies in constantly evolving your product to meet users' needs. By regularly introducing new features and improving the user experience, premium products remain relevant and compelling. That value is continuous, with acquisition and retention working together to drive long-term growth. 🎯 Personalize for Retention Different users have different goals, and understanding this is key to retention. Tailor offerings to specific user needs, whether it is job seekers, hobbyists, or niche audiences. By tailoring plans and features to user intent, brands can keep their products relevant. Without this personalization, users may disengage and churn. 📊 Test to OptimizeWith hundreds of A/B tests each year, Condé Nast learns what works quickly. Data replaces debate, helping the team iterate faster. The goal is not just to optimize, it is to foster a culture of constant learning and growth. 🔄 Retention Is a Journey Churn does not always mean goodbye. Many users return later when their needs change. Offering win-back deals, fresh trials, and adding new value helps bring users back and turn them into long-term subscribers. Retention is a process, not a straight line. 🤖 AI Supports, Not LeadsAI should enhance the user experience, not overshadow it. AI’s role is to solve problems, helping users find content or personalize their experience, while staying behind the scenes. The real value is in solving the user’s needs, not in the technology itself. About Michael Ribero:  👨‍💻 SVP, Global Consumer Revenue at Condé Nast. 📈 Michael leads the subscription and growth strategies for some of the world’s most iconic media brands, including Vogue, GQ, The New Yorker, and Wired. He focuses on optimizing user engagement, experimenting with monetization strategies, and evolving the digital experiences that drive both free and paid subscriptions. 💡 "We’ve learned that true growth comes from continually adding value. Our approach isn’t just about scaling; it’s about providing lasting benefits that evolve with our users’ needs." 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Why launching a premium tier isn’t always the right move[2:51] Competing with AI-native upstarts and influencer content[5:39] Media's frenemy dynamic with platforms like Meta[8:25] Balancing free vs. paid content without eroding brand trust[11:46] How to recover from a failed paywall experiment[13:23] What bundling and post-purchase upsells look like at Condé Nast[19:41] Real-world LTV boosts from zero-CAC upsell moments[22:30] Lessons from low-priced tiers like the Washington Post’s Starter Pack[26:07] Tiering vs. focus: when a premium plan is actually a distraction

    27 min
  6. Buying vs. Building: Scaling Beyond a Single App — Josh Peleg, BlueThrone

    OCT 15

    Buying vs. Building: Scaling Beyond a Single App — Josh Peleg, BlueThrone

    On the podcast I talk with Josh about red flags that tank app valuations, why subscription-only apps are leaving money on the table, and how bootstrapped founders are cashing out for millions in months, not years. Top Takeaways:🎯 Build to sell, but build smartFlipping an app in under a year is still possible, but the skill that matters most now is marketing. With AI lowering the barrier to development, distribution has become the real differentiator. Founders who master organic channels, community, and creator-driven marketing are the ones who land meaningful exits. 💰 Predictability drives valueBuyers pay more for revenue they can trust. Apps built on recurring subscriptions with strong retention and low churn are far more attractive than those relying on ads or one-time purchases. Predictable cash flow isn’t just safer, it’s worth a higher multiple. 🚩 Short-term tricks destroy long-term valueArtificially inflating numbers before a sale, such as pushing lifetime deals to boost revenue, can quickly kill a deal. Serious acquirers look for sustainable metrics, not spikes. Authentic growth, honest reporting, and healthy retention are the hallmarks of a business built to last. 🔄 Fewer and deeper betsThe age-old quality-over-quantity principle still holds. After buying nearly a hundred small apps early on, BlueThrone learned that broad portfolios don’t win. Their new playbook focuses on a handful of apps with real product-market fit, strong organic traction, and teams ready to scale into category leaders. 💡 Hybrid monetization unlocks new growthBorrowing tactics from gaming, like consumables, day passes, and rewarded ads, helps subscription apps reach more users and capture more value. These models make spending feel flexible and fair, turning a single price point into an entire revenue spectrum. About Josh Peleg:   📈 Head of Business Development and M&A at BlueThrone, one of the world’s leading app acquirers. 💡 Josh helps founders scale and exit their apps, guiding deals that range from six to eight figures. 🎮 Before joining BlueThrone, he led mergers and acquisitions in the mobile gaming industry, giving him a front-row view of how distribution and monetization strategies evolve. 🗣 “The best apps today aren’t just great products—they’re great stories. Marketing and distribution are what turn a good idea into a real business.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Lesson learned from BlueThrone’s early “go-wide” strategy  [6:20] Why founders have to be more than great builders  [8:19] The pieces that lead to higher valuations [12:37] Five signals that can kill a deal [18:12] When (and when not) to raise [24:33] Shifting from a broad portfolio to a few deep bets  [33:15] The future of monetization [45:07] What drives the best exits in today’s acquisition market [52:00] How founders can position themselves for life-changing exits

    1h 8m
  7. What Subscription Apps Can Learn About Monetization From Gaming — Mathias Gredal Nørvig, Subway Surfers

    OCT 1

    What Subscription Apps Can Learn About Monetization From Gaming — Mathias Gredal Nørvig, Subway Surfers

    On the podcast we talk with Mathias about running Subway Surfers' marketing machine on salaries, not ad spend, leaving money on the table to protect player experience, and why more apps should try rewarded ads, season passes, and other tactics from gaming. Top Takeaways: 🎨 Viral flywheels can out-perform massive paid campaigns Relying on salaries instead of ad budgets, a lean team can ship constant creative that rides cultural waves. Most experiments flop quietly, but the occasional viral hit fuels downloads across platforms and even influences app store featuring. The lesson: volume, autonomy, and cultural fluency can rival—or surpass—big-spend marketing. 🛡️ Protecting user experience is a growth strategy It’s tempting to squeeze harder on monetization, but avoiding overly aggressive tactics can pay off longer-term. By keeping the core product endlessly playable and resisting short-term optimization, teams can build evergreen engagement that compounds for over a decade. Sometimes the best ROI comes from not chasing every last dollar. 🎁 Rewarded ads expand who you can monetize Giving users the choice to watch ads in exchange for perks isn’t just a gaming trick—it’s a fairness mechanism. It allows players in tier-two and tier-three markets, who may never subscribe, to still contribute value. Apps beyond gaming can borrow this playbook to reach broader audiences without alienating core users. ⏱️ Season passes deliver transparency and trust Unlike recurring subscriptions, passes offer clear value over a fixed time window: pay once, play (or use) for the season. This structure avoids the “forgotten subscription” resentment while still generating meaningful revenue. It’s a model that translates well to utilities and lifestyle apps where usage is bursty or seasonal. 🤝 Collaborations multiply reach without heavy spend Crossovers between brands or products can reactivate lapsed users and bring in new audiences, even when no money changes hands. Like the music industry learned with features, one plus one can equal three when two strong IPs join forces. Subscription apps in adjacent niches can create the same effect. About Mathias Gredal Nørvig:  👨‍💻 CEO of SYBO, the company behind the smash hit mobile game Subway Surfers. 📈 Mathias and the small-but-mighty SYBO content marketing team have built a freemium mobile app with serious staying power. 💡“How do we entertain as many players as possible with something as available as possible, but also allow those who want to spend … money to progress or get more content to do so — without the expense of ruining the fun for the majority?” 👋 LinkedIn  Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:  [1:01] Staying power: How a subscription app like Subway Surfers achieves longevity with over 4.5 billion downloads. [4:30] Surfing the waves: How the Subway Surfers in-house creative marketing team creates and rides virality waves. [8:50] The content flywheel: How subscription apps can become self-sustaining with organic marketing. [16:27] Cash flow: What subscription apps can learn from the mobile gaming industry about alternative monetization strategies. [19:51] Paying the piper: How to balance a good user experience with when and how to require payment. [25:30] A watchful eye: The challenges of preserving brand reputation and protecting underage users in a freemium app that serves ads. [28:48] Teaming up: Avoiding cannibalization and partnering with competitors in the free-to-play space. [41:17] Day pass: How apps can experiment with consumables, day passes, and season passes to unlock new revenue opportunities.

    49 min
  8. Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn

    SEP 17

    Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn

    On the podcast we talk with Ora about LinkedIn’s value-driven growth philosophy, how they personalize experiences and plan offerings based on user intent, and the complexity of running over a thousand experiments a year. Top Takeaways: 🌱 Growth follows value The surest path to long-term growth is adding features and benefits that genuinely help people achieve their goals. Growth tactics may bring a spike, but sustainable revenue comes from a product that keeps evolving so members find new reasons to return. When value creation is continuous, acquisition and retention become self-reinforcing. 🎯 Personalize by intent Not all users are looking for the same outcome. Job seekers, small business owners, and learners need different experiences. Matching plans, features, and paywalls to their specific intent—whether expressed directly or inferred from behavior—makes the product feel relevant and worth paying for. The alternative is irrelevance, which guarantees churn. 📊 Test like a scientist Scaling experimentation changes the culture: debates give way to data. By running over a thousand tests a year, teams learn faster, spot what actually resonates, and avoid relying on intuition alone. The goal isn’t just to optimize pricing or layouts—it’s to build a habit of constant learning that compounds into growth. 🔄 Retention isn’t linear Churn doesn’t always mean goodbye. Many users return months or years later when their needs change—“boomerang” behavior that can become a meaningful revenue stream. Win-back offers, refreshed trials, and simply continuing to add new value all help capture these returning customers and turn them into long-term loyalists. 🤖 AI is a tool, not the story Artificial intelligence should quietly power better outcomes, not become the headline. Helping users write a stronger profile, find the right lead, or save time drafting a job description creates tangible value. Positioning AI as a behind-the-scenes helper keeps the focus where it belongs: solving the user’s problem. About Ora Levit:  👨‍💻 Vice President of Product Management at LinkedIn. 📈 Ora manages LinkedIn’s billion-dollar online subscription businesses, growing both the free weekly active user base and adding value for LinkedIn Premium subscribers. 💡“Our offering changes over time, and as I mentioned, we believe in value-driven growth. We add a lot of value. And so the Premium that you've seen if you subscribed two years ago is not the Premium of today. It's a very different product, and I want you to try it out.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ Episode Highlights: [0:00] Value add: How LinkedIn centers value-driven growth in their product development. [8:40] The long game: The importance of optimizing for and measuring long-term revenue. [9:57] Pay to play: Where to draw the line between free and paid features. [17:59] Put it to the test: Ora and her team prioritize A/B testing and user feedback over internal debates about feature ideas. [23:32] Take it personally: The role of AI and LLMs in personalizing in-app experiences. [27:47] Here today (and tomorrow): Strategies for retaining users in the long term and winning back churned users. [34:52] The AI touch: LinkedIn’s philosophy on incorporating AI features to add value to their product. [39:44] Two (or three) for one: Leveraging strategic partnerships to add bundled perks to a premium subscription offering. [41:43] Pulse check: Monitoring earnings calls, reports, books, and podcasts to stay in step with the current state of the subscription app industry.

    47 min
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About

Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.

Information

  • Creator
    David Barnard, Jacob Eiting
  • Years Active
    2020 - 2025
  • Episodes
    144
  • Rating
    Clean
  • Copyright
    © 2023 RevenueCat
  • Show Website
    Sub Club by RevenueCat

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