“We've had the same price since we launched the premium product in 2012. The biggest push for this has been the cost of acquisition has gone up — especially since costs are going up on all channels because of increased competition.”

Holding price constant for 14 years leaves money on the table as CAC rises

Lose It! kept its $39.99/year price from 2012 to 2026 while customer acquisition costs climbed steadily across every channel. What felt like pricing discipline was actually a slow revenue leak — the same dollars bought fewer and fewer new users over time. If CAC doubles and price stays flat, paid UA economics collapse without anyone noticing until it is too late.