“The idea is to show different prices to different users based on their intent level. Someone who came from a targeted ad and just went through your full onboarding is much more likely to convert at a higher price than someone who opened the app cold for the first time.”

Intent-based pricing: show each user the price matching their current demand level

Moore describes intent-based pricing as a natural extension of dynamic paywalls: the same app can show a $14.99/month price to a high-intent user (came from paid acquisition, completed onboarding, interacted with core features) and a $6.99 introductory offer to a cold user. Superwall's data showed this segmentation improved both revenue per paying user and overall trial start rate compared to a single price for all.