On the podcast: reaching brand-new audiences through web funnels, how they created their own ‘Big Mac index’ for global pricing, and why monthly plans can beat annual for LTV.

Top Takeaways:

🌐 Web funnels unlock audiences that app stores can't reach
Moving users from a lean-back social scrolling mindset to an active download requires an intermediate web flow to build intent and explain value.

🍔 Global pricing requires more than currency conversion
Building a custom purchasing power index for international markets can dramatically increase conversion, but impact can be further improved by combining it with deep, culturally aware localization.

🗓️ Monthly plans create a faster feedback loop for product value
While annual plans offer better upfront cash flow, monthly subscriptions provide the undeniable truth about usage and retention. With strong retention, monthly plans can generate much higher lifetime value.

🎨 Delightful product moments are the best ad creatives
Features that create genuine emotional reactions—like bringing a child's drawing to life—naturally become high-performing marketing assets because they clearly demonstrate the product's core value.

🤝 Treating platforms as partners yields strategic advantages
Sharing roadmaps, challenges, and user insights with Apple and Google unlocks beta access and design partnerships that adversarial approaches miss.

About Yoav Sharon:
🎹 Head of Growth and Product at Simply, the company behind Simply Piano, Simply Guitar, Simply Sing, and Simply Draw, which are apps used by millions of learners across more than 180 countries.

👋 LinkedIn

💪 X

Follow us on X:

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ
  
  

Episode Highlights:
[2:57] Dreams into habits: Helping people learn creative skills through smaller steps.

[7:10] The portfolio playbook: How Simply expanded into different instruments.

[10:05] Avoiding cannibalization: Measuring interactions between apps and channels across a multi-product business.

[15:15] Family first: Why multi-profile and multi-app households become the strongest retention segment.

[18:02] Beyond attribution: How web funnels unlocked new audiences and new growth channels.

[21:11] From lean-back to action: Using onboarding flows to move users from passive browsing into active intent.

[24:24] Web as audience expansion: Why Simply views web funnels as a growth engine, not a fee-reduction strategy.

[26:26] Partners, not platforms: Building close relationships with Apple and Google.

[32:54] The future of learning: Why immersive platforms could transform skill development.

[37:52] The case for monthly plans: How faster renewal cycles improve product learning and LTV.

[44:24] The truth about pricing: Balancing annual discounts with long-term customer value.

[50:54] The localization advantage: Building a pricing model inspired by the Big Mac Index.

[56:01] Japan surprise: The localization lesson that completely changed a paywall strategy.

[59:11] AI and visible value: Bringing children's drawings to life and increasing willingness to pay.

Every year, Apple’s Worldwide Developers Conference introduces updates that ripple through the App Store economy for years to come. In this special post-WWDC edition of Sub Club Live, host David Barnard sits down with RevenueCat developer advocate Charlie Chapman and world-renowned growth expert Thomas Petit to cut through the keynote hype. Together, they analyze the technical realities and strategic implications of the biggest announcements coming out of Apple Park.

Rather than offering a generic recap of consumer features, the panel focuses entirely on the practical mechanics that impact subscription app growth, retention, and monetization. From the deprecation of SiriKit in favor of mandatory App Intents to the introduction of App Store Creative Assets and new subscription bundling options, this session provides a clear roadmap of what subscription businesses should test immediately, adopt eventually, or safely ignore.

More content from the RevenueCat family:
👉 Launched – Our sister show that features indie app developers and solo creators about what it really takes to ship something new into the world: https://www.youtube.com/@LaunchedFM
👉 StartApp School – Practical courses on monetization, growth, acquisition, and everything else that turns an app into a business. Completely free: https://www.startapp.school/
👉 RevenueCat blog: Mobile Paywalls: The Ultimate Guide for Subscription Apps: https://www.revenuecat.com/blog/growth/guide-to-mobile-paywalls-subscription-apps/
👉 Subscription App Churn: Why Users Cancel and How to Fix It: https://www.revenuecat.com/blog/growth/subscription-app-churn-reasons-how-to-fix/
👉 App Trial Conversion Rate: Benchmarks and Insights: https://www.revenuecat.com/blog/growth/app-trial-conversion-rate-insights/
👉 Apple Search Ads: The Complete Guide for App Marketers: https://www.revenuecat.com/blog/growth/apple-search-ads-guide/
📆 Subscribe to the Sub Club livestream calendar: https://rev.cat/subclubcalendar
🔔 Subscribe to the Sub Club YouTube channel: https://www.youtube.com/@SubClubPodcast?sub_confirmation=1

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David Barnard - @drbarnard
Jacob Eiting - @jeiting
RevenueCat - @RevenueCat
SubClub - @SubClubHQ

Episode Highlights:
00:00 Intro
01:11 Welcome to Sub Club Live WWDC 2026 Special Edition
02:00 Upcoming Events: UGC Marketing & Meta Ads Masterclass
03:02 Meet the Panel: Charlie Chapman & Thomas Petit
04:47 Is Apple Competing for Payments? The "Carrot Era" of the App Store
08:45 Why Apple Omitted Hardware Announcements This Year
10:33 Keynote Vibes: A Return to a More Authentic, Humble Apple
17:07 The Siri Overhaul: Hands-On Beta Impressions of iOS 27 Speed
24:22 App Intents: The Mandatory Shift That Could Make Your App Invisible|
01:21:54 App Store Creative Assets: Images & Videos in Search Results
01:31:51 Custom Product Pages: A Workaround for Testing Header Images
01:35:06 The App Store Cleanup: Why Apple Is Cracking Down on Limited Utility Apps
01:38:42 The Ad Attribution Stalemate: Why Apple Didn't Update SKAdNetwork
01:13:11 Seat-Based Licensing & Group Pricing: Supporting Prosumer & B2B Apps
01:05:05 Subscription Bundles & Suites: New Packaging and Retention Strategies
01:45:57 Live Q&A: Resetting Trial Eligibility & App Store Cancellation APIs
01:49:38 Outro & Wrap Up

On the podcast: why authentic founder-led content outperforms, tapping into HSA payments to unlock a whole new audience, and the growth lever no dashboard can measure.

Top Takeaways:

🗣️ Authentic founder-led content consistently outperforms manufactured UGC
Real expertise and genuine personality compound over time in a way no UGC agency can replicate — and it shows up in your conversion metrics.

🏥 HSA payments can open your app to a whole new paying audience
Accepting pre-tax HSA dollars at checkout effectively gives eligible users a 30–40% discount — and targets people who already see your app as a health investment, not a discretionary spend.

📊 The growth lever no dashboard can measure is trust
You can't A/B test trust, but you can see it in every downstream metric — trial conversion, retention, word-of-mouth. The apps that invest in it consistently outperform benchmarks across the board.

🧪 Removing the free trial can dramatically increase paid monthly subscriptions
If your audience already trusts you, a free trial is just a delay. Removing it from a monthly plan can force high-intent users to commit — and the results can be dramatic.

🏗️ Consolidating multiple apps into one ecosystem reduces user confusion and increases LTV
A portfolio of niche apps sounds smart but usually just creates decision fatigue. One cohesive ecosystem lets you go deeper, price lower, and keep users longer.

About Nancy Anderson:

🚀 Founder & Business Owner of Natal, Birth Recovery Center, Nancy Anderson Fit, & Move Your Bump, digital health and fitness platforms supporting a global community of hundreds of thousands of women each month through pregnancy, postpartum recovery, and long-term strength.

👋 LinkedIn

💪 Website

📱 Instagram

📱TikTok

Follow us on X:

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:
[0:00] Fitness is expensive; HSA payments make programs more accessible.
[1:36] Identified a gap: limited science-based programs for pre/postnatal women.
[2:38] Shifted from in-person to online coaching, keeping high-touch engagement.
[4:20] First online challenge: 100 participants, before-and-after results drove organic growth.
[5:51] Lessons from multiple apps; pivot to a single custom ecosystem.
[6:53] Founder-led growth: build trust before selling.
[9:30] Audience quality over follower count; engagement drives retention.
[11:39] Treating online clients like real-life clients strengthens the connection.
[14:50] Authentic, relatable content strategy.
[18:52] Real coaches respond to all DMs, comments, and emails within 24 hours.
[22:06] Soft selling drives high trial conversion and app downloads.
[27:01] Prioritize long-term trust over short-term revenue.
[30:27] User feedback informs product roadmap; App Rehab program launched.
[36:08] Consolidated four apps into one to reduce decision fatigue.
[38:45] HSA integration opens access for new audiences.
[46:47] Onboarding logic: phase-specific content improves activation.
[48:57] In-app community boosts early engagement and retention.
[50:15] Posture assessment acts as an organic “lead magnet.”
[51:23] Avoid free workouts to maintain perceived program value.
[53:43] HSA simplifies pre-tax payments and incentivizes subscriptions.
[59:15] Closing: trust-first, founder-led growth is sustainable for niche apps