Flo gets 40% of its subscriptions more than six months after install, and wants to keep it that way
Mike Charniatsou of Flo explains on the Sub Club podcast that Flo keeps core cycle tracking free and converts users later, when they move into trying to conceive, pregnancy or perimenopause, so 40% of subscriptions happen six months or more after install. He argues that paywall conversion is not a monetization strategy and suggests auditing at year end whether reported experiment uplifts actually showed up in business growth.
What this means for indie developers：Treat subscription conversion as a lifecycle, and judge paywall experiments by long-term retention and refunds rather than day-one conversion.