The shift away from traditional subscriptions will quicken pace, driven by the proliferation of on-demand solutions across all areas of modern life. Categories like content consumption (Netflix, Spotify), Travel (Uber, Lime), and food delivery (Deliveroo, DoorDash) are creating an atmosphere on everything on our terms, at all times. These... See more

As modern consumer behaviour evolves, more and more solutions across their lifestyles are on-demand and flexible. Committing to a recurring purchase of a product that may not even work for you is starting to feel a little tired.

We’ve observed a trend of consumer apps pushing annual discounted pricing more and more aggressively (sometimes not even offering monthly prices anymore, like Calm) to improve revenue retention metrics and reinvest revenues into growth. We’ve also seen others do a lot of creative experimentation with their price points (e.g. Noom’s ‘name your own... See more