How “Honestly”, a 10-Month-Old App, Scaled to $100K/Month With Just 40K Users

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No virality. No influencer push. No trend jacking.

And yet, this 10-month-old journaling app is quietly pulling in $100K per month from just 40,000 downloads.

How?

By doing 3 things incredibly well – and fast:

✅ Emotionally intelligent onboarding
✅ A kind, friction-free paywall
✅ Full-funnel performance marketing that fits the product’s tone

Let’s break it down.

Onboarding That Nudges Gently – Not Hard

Most apps beg for permissions early. Honestly eases you in with intention.

🧠 It starts by asking about your journaling habits
⏰ Then, you choose your preferred reminder time

🔔 Finally, it asks for notification access – right after showing you why it matters

This sequence builds comfort before asking for access. The result? Higher opt-in rates, lower drop-offs.

It’s not just onboarding – it’s user psychology in action.

A Paywall That Rewards Curiosity

Honestly uses a soft paywall that respects user intent.

❌ You can close it with zero guilt

🎁 But close it, and they offer a one-time discount

It’s subtle, respectful, and timed just right.

A Home Screen That Feels Like a Hug

The moment you land on the home screen, you feel seen.

🎤 Voice notes are auto-transcribed

🙂 Entries are tagged with emotional emojis

🫂 The app responds with kind, affirming messages

Then it nudges you into a streak screen – building habit, gently.

It’s journaling with feedback. Reflection with warmth.

In a crowded space, Honestly wins by being emotionally intelligent – not feature-heavy.

Paid Ads That Match the Vibe

Their performance marketing is measured and sharp:

🔍 6,000+ keywords on Apple Search Ads like:
- reflectly – journal & ai diary
- moodnotes – mood tracker
- my diary – secret journal
🎥 Running 180+ video ads on Facebook – all soft-toned, emotion-first creatives

It’s rare to see ad copy that matches in-app tone this well.

Instead of using drama or shock, they keep things aligned: warm, calm, trustworthy.

Growth Hacks Behind Honestly’s Quiet Rise

Here’s what they’re doing differently:

✅ “Exit intent” discount on the paywall
✅ Emoji + AI-powered reflection = emotional stickiness
✅ Streaks + reminders = habit loops that retain users
✅ Smart ASA keyword targeting around journal competitors