Benchmarks
Trial-to-paid conversion benchmarks for subscription apps.
What good looks like in 2026, by category, geography, and price point.
Benchmarks are dangerous in subscription growth — until they're not. Used incorrectly, they replace thinking. Used correctly, they tell you whether the work you are doing is even on the right side of the distribution.
Across the subscription apps we operate, we observe 7-day free trial-to-paid conversion ranging from roughly 32% to 58% in productivity, 38% to 64% in health, and 28% to 49% in finance — with significant variation by acquisition channel.
The number you should care about is not the headline conversion. It is the conversion of a high-intent cohort acquired through a specific creative concept, viewing a specific paywall variant, on a specific price point. Aggregate numbers obscure the lever.
Good benchmarks raise better questions. They are not a destination.
