Shine, one of many many apps capitalizing on the growing self-care trend, has now dropped at Android units its app used by 3 million people. Initially launched as a easy messaging bot that doled out life recommendation and motivation, Shine has grown over time to change into a bigger self-help platform aimed largely on the millennial crowd — and, specifically, millennial girls.
As of Shine’s $5 million Series A spherical final April, the app’s consumer base was 70 p.c feminine, and 88 p.c have been below the age of 35.
Since then, it has added one other million to its then 2 million customers. That development got here regardless of Shine having missed the mark at occasions, as with its failed life-coaching subscription product that by no means emerged from testing.
In the present day, Shine’s focus is on private development, motivational messaging and different self-improvement subjects, that are delivered by means of textual content and audio. By short-form audio, customers can get assist throughout quite a few areas, together with issues like productiveness, mindfulness, focus, stress and anxiousness, burn out, acceptance, self-care for on-line courting, creativity, forgiveness, work frustrations and extra.
The app additionally sends day by day motivational texts based mostly on research-backed supplies that assist customers higher perceive the subject at hand. These are offered in a extra informal model — virtually prefer it’s a pal chatting with you.
Shine now monetizes via a Premium subscription that gives expanded entry to Shine’s audio talks and challenges, in addition to extra options like offline listening and the flexibility to save lots of favourite texts. That is both $four.50/month if you happen to pay the $53.99 annual payment without delay, or $9.99 per 30 days. That’s roughly according to what some meditation apps cost — as an example, the highest meditation app Calm is $59.99 per 12 months. And it’s cheaper than Headspace, which is $95.88 yearly, by comparability.
Shine had said last year that one in all its plans for its Collection A was to construct out the Android expertise, as almost half its clients have been accessing Shine on Android units. In these circumstances they have been utilizing the texting service because of the lack of an official app.
On iOS, Shine is pretty widespread in its class. It has jumped to change into the No. 16 “Well being & Health” app within the U.S. following the Christmas vacation — a time of 12 months when individuals get severe about wellness and self-care. Nevertheless, it’s solely the No. 86 app on the “Well being & Health” Prime Grossing chart, which places it far behind different wellness apps, together with meditation apps like Calm, weight reduction apps like Lose It! and exercise apps just like the No. 1 app, Sweat from Kayla Itsines.
Given the app shops’ bigger shift to subscriptions over paid downloads lately, it is going to be fascinating to see what number of apps the typical client will truly pay for via the subscription mannequin — and to what extent extra area of interest apps like Shine will likely be sustainable in the long run, in consequence.
Shine is a free download on Google Play.