At first glance, Finch looks like a wholesome wellness companion.
Underneath, it’s a finely tuned growth engine – driving $1M/month with gamification, layered monetization, and aggressive ad coverage.
Onboarding That Hooks Emotion First
You don’t start with a questionnaire.
You start by creating your Finch pet — naming it and choosing its personality.
Only after that emotional bond do they collect personal details like age, gender, routines, and habits.
This primes you for the upsell.
A Paywall Funnel in Four Acts
Instead of a single screen, Finch runs a sequence:
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7-day free trial offer.
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“We’ll remind you 2 days before it ends” reassurance.
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Bonus if you start now.
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Final paywall with the offer front and center.
By the last step, resistance is low.
Habit Loops That Stick
The moment onboarding ends, you’re “on a streak.”
Log self-care tasks → pet gains energy → pet explores.
To care for the pet, you have to care for yourself.
It’s simple, but sticky.
The streak turns wellness into a daily game.
Monetization Beyond the Subscription
Finch sells more than access.
Inside the app, you can buy:
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Outfits for your pet.
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Interior upgrades for their virtual room.
These cosmetic IAPs feel personal, boosting ARPU.
Their site pulls 1M monthly visitors, with the merch section a top destination.
ASO That Owns Its Category
Finch ranks for 500+ keywords in the top 3 – from “self care” to “daily journal” – plus strong branded search volume.
Paid Ads That Dominate the Category
In Apple Search Ads, they bid on ~20,000 keywords, essentially blanketing the mental health and lifestyle categories.
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580 Meta ads live.
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30+ TikTok creatives in rotation.
This isn’t targeting – it’s crowding out competitors.
Growth Hacks That Powered the Rise of Finch
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Emotional hook before data capture.
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Multi-screen paywall that builds urgency.
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Gamified streaks tied to real-world actions.
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Cosmetic IAP to extend LTV.
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ASA campaigns that own an entire category.
They built a growth engine – and it’s running at full throttle.
