When it comes to growing app revenue, there’s no shortage of advice — but separating the shiny “growth hacks” from the strategies that actually move the needle is another story. In today’s crowded subscription app market, you can’t just set a price, launch, and hope for the best. You need to understand your users, their behaviors, and the subtle levers that can turn one-time downloads into long-term customers.

In this episode, I’m joined by Jens to draw on his experience both inside a subscription app team and now supporting others, Jens shares practical, tested ways to increase revenue — from smarter pricing strategies to better handling of cancellations and reactivations.

If you’re building, marketing, or monetizing an app, this conversation is packed with insights you can start applying right away, whether your goal is to capture more value from your most loyal users, adapt pricing for different markets, or simply stop leaving revenue on the table.

“The core offering should always come first. Value needs to be created before it is extracted—monetization works best when you’ve already built something that engages and retains users.”

“Start experimenting with new customers first. They come in without preconceived notions, making it easier to test pricing, tiers, or new models without alienating your existing user base.”

“Premature optimization is the biggest distraction. If your business model doesn’t work with the basics, you’re unlikely to fix it just by tweaking monetization tactics.”

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