Flo,  the world’s leading period tracking app is making $10M in monthly revenue.

At first glance, it looks like a simple menstrual cycle tracker but under the hood it runs one of the most engineered growth and monetization systems in the health app category.

Here’s how they built a machine that converts trust, data, and attention into serious revenue.

Precision Onboarding That Feels Like a Consultation

Flo’s onboarding isn’t short, it’s deliberate.

It feels less like signing up for an app and more like an intake session with a gynecologist.

•    Starts with detailed questions about cycle patterns, symptoms, and goals.
•    Integrates social proof and doctor endorsements throughout to build medical trust.

•   Requests integration with Apple Health + notifications early – boosting engagement loops from day one.

 This “medical ritual” builds psychological commitment before the user even sees the product.

The Soft Paywall System

Flo doesn’t hard-block free users, it teases them.

•   Try to skip premium? You’ll get a “limited-time” discount popup.
•    Free users get partial access: cycle tracking + insights, but not full personalization.
•    Subscription unlocks in-depth reports, community access, and AI health guidance.

This creates a FOMO loop, the free plan gives value but constantly reminds users what they’re missing.

A Feature-Rich, Home Screen That Retains

Once inside, the home experience feels alive and content-heavy:

•    Cycle tracking dashboard (core utility)
•    Personalized health insights + recommendations
•    “Secret Chats”  a safe space for users to ask taboo or sensitive questions anonymously

Each feature reinforces daily habit formation critical for retention and upsell conversions.

ASO Domination: Owning the Health Category

Flo’s App Store Optimization (ASO) is textbook world-class.

•   Ranks Top 3 in 1,336 high-intent keywords like “ovulation,” “PMS,” and “period.”
•   Owns both search discovery and intent capture, meaning users looking for any menstrual-related solution end up with Flo.

This ASO moat alone drives millions of organic installs every month.

Social Proof That Converts

Flo doesn’t rely solely on search,  it’s everywhere.

•    697K followers on Instagram
•    573K on TikTok

 Content focuses on education + empowerment → boosts shareability and user trust.

This omnipresence builds a trust loop:

→ Users see Flo content online

→ Recognize it in the app store

→ Install → Subscribe

Paid Ads: The Ultimate Growth Driver

Flo runs one of the most sophisticated multi-channel ad operations in health tech.

•    Apple Search Ads (ASA): 14,279 keywords. even broad terms like “Uber Eats” and “Indeed” to capture impulse installs.
•    Google Ads: Over 3,000 creatives in the past 30 days.
•    Facebook Ads: 270+ active ads, tailored by demographic and intent.

They blend broad awareness (Google + Meta) with high-intent conversion (ASA)  creating full-funnel coverage.

The Flo System at Work

Every part of Flo’s ecosystem reinforces another:

•   Research-style onboarding builds trust.
•   Soft paywall nudges paid upgrades.
•   ASO ensures top-of-funnel discovery.
•   Social proof builds credibility.
•   Paid ads scale reach.

They’re not just tracking cycles.

They’re monetizing them at global scale.

Flo’s Growth Playbook

•   Treat onboarding like a personalized medical experience.
•   Build continuous soft paywall pressure, not hard blocks.
•   Own high-intent ASO keywords and maintain social visibility.
•   Run aggressive paid campaigns across ASA, Google, and Meta.

  Flo didn’t get lucky.

They built a growth engine and it’s running at full throttle.