“Lower priced apps have way better retention than higher price apps... it's like when it's like oh it's only 20 bucks and yeah I'm still kind of using it here and there it's like it's a way different decision if it's 20 bucks versus 40 versus 60 versus 100.”

Lower-priced apps retain far better — price high only if you can prove the value

SOSA 2025 retention-by-price data is stark: the cheaper the subscription, the lower the renewal friction. A $20/yr app survives casual usage; a $100/yr app does not. The lesson isn't to undercharge — it's that your price has to sit on the right spot on the demand curve, and most apps haven't tested it. If you're charging premium, you need to be delivering Ladder-level retention to justify it.