They win when you leave. Dating app monetization strategy at Smitten.

How do you monetize a subscription app when your best customers are the ones who leave? Dating app monetization breaks the usual rules of retention, churn and LTV. Ingi is head of revenue at Smitten, the #1 dating app in Iceland, which is also live in Denmark, Sweden and Norway and has 3M users across the Nordics. He joined five years ago, when monetization was barely there, and now runs it for an app built to get users into a relationship and out of the product. In this episode, we talk about why Smitten treats happy churn as an acquisition channel, why the weekly plan quickly became the most popular option, and why people might buy premium for their single friends. It's useful for anyone building a dating app, or any subscription app where users arrive with a goal and leave once they reach it. CHAPTERS: 00:00:00 - Intro 00:02:39 - Happy churn as an acquisition channel 00:07:41 - Three days to convert a new user 00:15:36 - The highest-intent moment of the week 00:17:00 - Why the weekly plan became the most popular 00:20:25 - "It's easy to cancel": the paywall line that flopped 00:32:09 - Gifting premium to a single friend Useful links: Say hi to Ingi 👋 LinkedIn:   / ingibrown