Sub Club by RevenueCat The Hidden Cost of Underpricing Your Subscription – Patrick Rills, Lose It!
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Mar 3, 2026 Patrick Rills, Chief Product & Technology Officer at Lose It!, leads product and pricing strategy for the weight-loss app. He discusses testing prices from $5 to $120 and why rising CACs forced a rethink. He explains how doubling price unlocked paid acquisition and enabled deeper discounts. He also covers grandfathering longtime subscribers to reduce churn.
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Underpricing Kills Paid Growth
- Underpricing limits scalable growth because rising CACs make low-priced subscriptions uneconomic.
- Lose It! kept $39.99 for years, but higher acquisition costs and ad restrictions made $40 insufficient to reach target ROAS for paid channels.
Organic Moat Loses Edge As Competition Grows
- App Store longevity and organic ranking create a moat but cannot fully offset growing competition and rising CACs.
- Lose It! leveraged top search placement and five-star reviews since 2008 but still needed paid acquisition economics to scale.
Years Of Price Tests From $5 To $120
- Lose It! ran price tests across many cohorts and price points from $5 to $120 per year.
- In late 2024 experiments raising price broke even across iOS and Android cohorts, giving confidence to fully raise the price to unlock paid acquisition and cover AI costs.