How to Monetize a Wellness App: Subscriptions, One-Time Purchases, or Freemium?

You’ve launched a wellness app. Maybe it helps people sleep better, stay calm, build healthy habits, or just feel more in control. The product is ready, or close to it, but now comes the big question: how do you turn it into a sustainable business?

There’s no one-size-fits-all answer, but most wellness apps rely on one (or a mix) of these three monetization models:

• Subscriptions — recurring payments for ongoing access
• One-time purchases — pay once, own forever
• Freemium — free to use, with optional paid features or content (which is a variation of the subscription model)

In this article, we’ll break down the pros and cons of each model, give examples of what works in the wellness space, and help you figure out what makes the most sense for your product.

Subscriptions

Subscriptions are the most common monetization model for wellness apps, and for good reason. They create recurring revenue, which makes your business more stable and predictable. Users pay weekly, monthly, or annually to access premium features, content, or tools.

This model works well if your app delivers ongoing value: new meditations, daily workouts, habit tracking, personalized content, or evolving challenges. It also gives you room to grow. You can release updates regularly and keep users engaged over time.

That said, convincing users to subscribe takes work. The app needs to deliver immediate value, and the paywall can’t feel like a barrier. Most successful apps offer a free trial period or limited free content so users can experience the product before committing.

When it works best:

– Your content is regularly updated or part of a routine (e.g., sleep stories, meditation packs, daily check-ins)

– Users build habits over time and are likely to stay engaged

– You can show clear value within a trial or first use

– You track user progress, helping them see improvements (e.g., streaks, milestones)

Apps like Calm and Headspace have scaled with this model by offering high-quality content, building strong brand trust, and making it easy for users to get started and stay engaged.

One-Time Purchases

While subscriptions bring in ongoing revenue, sometimes a simpler, one-off model makes more sense. With one-time purchases, users pay once to unlock a specific piece of content or a feature: no recurring charges, no commitment.

This model works best when the value is clear and self-contained. For example, it could be a set of meditation packs, a sleep course, a bundle of yoga videos, or a premium tool like a mood tracker. If users see it as a one-time investment with lasting value, they’re more likely to buy.

The main benefit? It’s low-friction. Users don’t have to commit long-term. They just pay for what they need. This makes it a good option for apps that serve a specific goal or problem rather than something users engage with daily.

However, without recurring revenue, growth depends more on new user acquisition or adding more paid content over time. And it’s harder to predict income month to month.

When it works best:

– You offer standalone features or content packs

– Your app solves a clear, one-time need

– You want a simpler monetization path without managing subscriptions

Apps like Calm (in its early stages) offered one-time purchases for specific meditation or sleep courses. This allowed users to pay once for individual content, making it more approachable for those who didn’t want to commit to a subscription. It’s a great model for apps that offer specific, targeted content rather than ongoing, regular engagement.

Some wellness apps use this model to sell focused add-ons or upgrades, like journals, trackers, or one-off programs. It doesn’t generate steady income like subscriptions, but it can still be a solid option, especially when paired with free content.

Freemium

Freemium is a popular model for wellness apps that want to reach a wide audience before focusing on revenue. The idea is simple: the app is free to use, but some features, content, or tools are locked behind a paywall.

This model lowers the barrier to entry and lets users explore the app without pressure. If they like the experience and want more, they can choose to upgrade.

Freemium works especially well when your app has a clear core feature that delivers value on its own, while the paid tier offers meaningful extras. For example, users might track habits for free but need a premium plan to unlock insights, export data, or access coaching content.

The challenge is finding the right balance. If too much is free, users may never convert. If too little is free, they might not stick around long enough to see the value.

Many apps combine freemium with one-time purchases or subscriptions, using the free version to build trust and engagement before offering a paid upgrade path. It’s a flexible approach and a great way to learn what users actually value.

Token-based Monetization

A newer approach, especially popular in apps with AI features, is the token-based system. This works a bit like Upwork’s credits for sending proposals. Users spend tokens to do things in the app, such as unlocking AI insights, premium tools, or extra features. Tokens can be earned, bought, or used for specific activities, making the monetization feel more interactive and engaging.

Some wellness apps use this model to offer premium interactions without requiring a full subscription. The key advantage is that users feel more in control of their spending and can choose when to engage with paid features.

How to Choose the Right Model for Your App

There's no universal answer when it comes to monetization. What works for one wellness app might not work for another. Choosing the right model depends on your product's value, how people use it, and what kind of relationship you want to build with your users.

If your app delivers value over time, helps build daily routines, or offers regularly updated content, subscriptions often make the most sense. If you're offering structured content, like a course or toolkit, with a clear beginning and end, a one-time purchase can be more intuitive. And if you're still testing market fit or want to attract a large user base first, freemium gives you room to grow while keeping the door open for future upgrades.

Some of the most successful apps use a hybrid approach. For example, they might offer core features for free, premium bundles as one-time purchases, and full access through a subscription. This lets users choose the level of commitment that works for them and gives you more ways to convert different segments of your audience.

Before settling on a model, it's worth asking:

• How often will users interact with your app: daily, weekly, or occasionally?
• Is your content static or constantly evolving?
• Can you deliver immediate value within the first session?
• Are users solving a one-time problem or developing an ongoing habit?
• What are competitors doing, and how can you differentiate?

Thinking through these questions will help you align monetization with user expectations and avoid common pitfalls like aggressive paywalls or poor conversion funnels.

Features That Support Monetization

No matter which monetization model you choose, how the app is built and experienced will directly affect how well it earns. It’s not just about the price you set. Users need to clearly see the value your app offers and find it easy to take action.

Here are some of the product features that make a big difference:

Onboarding that explains the value.

First impressions matter. A good onboarding flow introduces your app’s core benefits right away. It shows what the user gets, how it works, and what’s behind the upgrade. If people don’t understand what they’re missing, they won’t pay for it.

Smart use of free trials.

Free trials reduce friction and help build trust. They let users explore premium features before committing, which is especially useful for subscription-based apps. Trials work best when the app delivers noticeable value in the first few sessions.

Reminders and habit loops.

Wellness apps often rely on routine, such as meditation, journaling, workouts, etc. Features like streaks, gentle nudges, or daily notifications help build habits, and habit-building leads to retention. Retention, in turn, leads to higher conversion.

Upgrade prompts that make sense.

Pop-ups that interrupt the user journey can backfire. Instead, well-timed upgrade prompts, for example, after completing a free challenge or reaching a usage limit, feel more natural and are more likely to convert.

Progress tracking and personalized feedback.

When users see how far they’ve come, they’re more likely to invest further. Progress indicators, milestone badges, or custom insights not only improve engagement but also justify a purchase.

Flexible payment options.

Letting users choose between monthly, annual, or one-time options helps lower the barrier to entry. Some apps also offer discounts or starter bundles to get users into the habit of paying without a long-term commitment upfront.

When these features are thoughtfully integrated, they don’t just improve user experience. They support your monetization strategy from the inside out.

Common Monetization Mistakes to Avoid

Even the best wellness apps can struggle to earn if monetization isn’t handled thoughtfully. Here are some of the most common pitfalls we’ve seen and how to avoid them.

Paywalling too early.

If users hit a paywall before they understand what the app does or why it’s valuable, they’ll likely drop off. Let people experience some real benefit first, even just a small win, before asking them to pay.

Making everything free.

It’s tempting to give too much away, especially early on. But if there’s no clear reason to upgrade, most users won’t. Free content should create trust and engagement, not replace the need to pay.

Unclear pricing or offers.

If users don’t know what they’re paying for or how much they’ll be charged, they’ll hesitate. Keep your pricing transparent, simple, and easy to understand. Surprises don’t build trust.

Pushing upgrades at the wrong time.

Monetization should feel like a natural step, not an interruption. Prompting users to upgrade when they’re focused on something else (like mid-meditation or during onboarding) can backfire. Timing matters.

Forgetting about retention.

Acquiring users is only part of the equation. If people don’t come back, they won’t convert or renew. A strong monetization model is always supported by good retention: regular value, reminders, and meaningful progress.

Avoiding these mistakes won’t guarantee success, but it will give your app a much better shot at turning value into revenue without compromising the user experience.

Conclusion

If you're building a wellness app and want to monetize it effectively, here’s what we recommend based on what works:

1. Start by defining your app's core value. What are users actually paying for: daily support, one-time results, premium content, or tools they’ll return to? Your monetization model should match that.
2. Don’t guess – test. Try a mix of approaches: offer a free trial, test one-time purchases alongside subscriptions, or start freemium and add paid upgrades. See what users respond to and double down on what converts.
3. Focus on the first experience. Users should understand the app’s value within the first session. Make onboarding smooth, surface key benefits early, and don’t hide all your value behind a paywall.
4. Support monetization with smart features. Habit tracking, reminders, trial logic, upgrade prompts aren’t just “extras.” They directly impact whether users stay, engage, and eventually pay.
5. Keep it simple. Avoid overcomplicating pricing. Users should know what they’re paying for, when, and why it’s worth it.

The right monetization model won’t feel forced. It will fit naturally into your product, support user growth, and give you the revenue to keep building. And if you’re not sure where to start, we’ve helped wellness apps grow from MVP to real revenue. We can help you do the same.