The Hidden Cost of Underpricing Your Subscription – Patrick Rills, Lose It!

On the podcast: testing prices from $5 all the way to $120 per year, why rising CACs forced a pricing rethink, and how raising the price allows them to discount more aggressively. This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators. Top Takeaways: 💰 Retest prices you've already ruled out Market conditions shift constantly. A price point that couldn't beat the control for years can suddenly break even as competitors raise prices and consumer expectations change. 📈 A higher base price unlocks more aggressive discounting Going from $40 to $80 creates room for steeper percentage discounts that drive higher conversion, even when the absolute dollar price is still higher. 🔒 Rising CACs demand pricing that funds acquisition At $40/year, paid UA math barely worked. Doubling the price gave the marketing team room to compete on acquisition channels where costs keep climbing. About Patrick Rills: 🚀 Chief Product & Technology Officer at Lose It! , the app-based weight loss program mobilizing the world to achieve a healthy weight. 👋 LinkedIn

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The Hidden Cost of Underpricing Your Subscription – Patrick Rills, Lose It! is an episode from Sub Club by David Barnard.

This episode is 17:49 long.

This episode was published on Mar 3, 2026.

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