October 16, 2025

How Best-In-Class Retention Propelled Flo to a $1B Valuation

1 hour 4 minutes

Dmitry Gurski is the cofounder and CEO of Flo, a leading women’s health platform widely known for its period tracking and broader reproductive health insights. Dmitry cofounded Flo in 2015 and has led the company through major milestones including 100M+ downloads, a $200M Series C funding round, and a $1B+ valuation. Prior to Flo, he founded several ventures in publishing and health tech, drawing on a background in pharmaceutical chemistry and executive education from Stanford.

Key Takeaways:

Flo made two contrarian bets early on that helped it to outcompete hundreds of other women’s health apps. First, it offered period tracking for free, which became a powerful driver of organic user acquisition, and second, it built features for different use cases like conception, pregnancy, and perimenopause into a single super app, resulting in category-leading long-term retention rates.
Strong retention rates allowed Flo to compound its active user growth over time. More active users has led to increased organic growth through word of mouth, which has in turn led to more active users, creating an efficient growth engine.
As Flo scaled, it also developed a rigorous experimentation culture. The app now runs thousands of experiments per year with 200 to 300 active experiments running at any give time. This has had a tremendous impact on its growth, and particularly on metrics like trial start and conversion rates that drive monetization.
As its revenue growth accelerated, Flo reinvested more and more money into product innovation, leading to even more rapid growth. Today, Flo is the #1 health app in the world, with 450 million installs, 80 million MAUs, and $300M in ARR.
After launching “Flo for Partners” in 2023, the company has already acquired >2M male users who are actively using Flo in Partner Mode, and the company believes it can very realistically grow to >10M partners over the next few years.

Dmitry Gurski:

Website: https://flo.health/
LinkedIn: https://www.linkedin.com/in/dmitrygurski/
X: https://x.com/flotracker

Phil Carter:

Website: https://www.philgcarter.com
Substack: https://philgcarter.substack.com
LinkedIn: https://www.linkedin.com/in/philgcarter
X: https://x.com/philgcarter

Podcast Production by Podders: https://podders.io

...more

View all episodes

By Phil Carter

1111 ratings

October 16, 2025

How Best-In-Class Retention Propelled Flo to a $1B Valuation

1 hour 4 minutes

Key Takeaways:

Flo made two contrarian bets early on that helped it to outcompete hundreds of other women’s health apps. First, it offered period tracking for free, which became a powerful driver of organic user acquisition, and second, it built features for different use cases like conception, pregnancy, and perimenopause into a single super app, resulting in category-leading long-term retention rates.
Strong retention rates allowed Flo to compound its active user growth over time. More active users has led to increased organic growth through word of mouth, which has in turn led to more active users, creating an efficient growth engine.
As Flo scaled, it also developed a rigorous experimentation culture. The app now runs thousands of experiments per year with 200 to 300 active experiments running at any give time. This has had a tremendous impact on its growth, and particularly on metrics like trial start and conversion rates that drive monetization.
As its revenue growth accelerated, Flo reinvested more and more money into product innovation, leading to even more rapid growth. Today, Flo is the #1 health app in the world, with 450 million installs, 80 million MAUs, and $300M in ARR.
After launching “Flo for Partners” in 2023, the company has already acquired >2M male users who are actively using Flo in Partner Mode, and the company believes it can very realistically grow to >10M partners over the next few years.

Dmitry Gurski: