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Adapty pricing teardown

https://adapty.io/pricing

Adapty uses a simple revenue-share model (free under $5K/month, 1% of monthly revenue after) rather than traditional seat/feature tiers, with Enterprise as a custom-priced escape hatch. The pricing is unusually transparent and well-justified in the FAQ, but the single-metric model is paired with a confusing pile of a la carte add-ons that reintroduce tier-like complexity.

Tier structure

Free

under $5K/month revenue

Pro

1% of monthly revenue after $5K

Enterprise

Custom pricing

Custom pricing (Enterprise variant)

Value metric

percentage of monthly app revenue processed

How limits scale

Monthly revenue threshold for free usage Under $5K/month (free) → Above $5K/month (1% fee)

Escalation logic

Free and Pro are effectively the same product on a single revenue-based continuum (free below $5K/month, 1% above), with Enterprise as a separate custom-negotiated tier for large-scale/compliance needs; add-ons are sold separately on their own usage-based pricing.

Psychological anchors

  • Free entry anchor — Free tier for apps under $5K/month revenue removes friction and acts as the primary self-serve entry point, no credit card required.
  • Enterprise as high anchor — Custom-priced Enterprise tier with 'Contact sales' framing signals premium tier without revealing numbers, anchoring the perceived ceiling of the product.
  • Alignment-of-incentives narrative — FAQ explicitly argues 'we only grow when you do,' reframing the usage fee as partnership rather than cost.
  • Add-on cross-sell anchors — Multiple add-ons (Refund Saver, Ads Manager, Adapty Mail, Finance, Attribution) each have their own 'Free up to $5K' teaser to mirror the core pricing hook and encourage expansion revenue.
  • Trust badges as social proof anchor — SOC2, GDPR, $2B+ revenue processed, 2.5B+ users, 99.99% uptime SLA displayed prominently near Enterprise section to justify premium positioning.

What this page is optimizing for

Primarily self-serve conversion and expansion revenue: the free tier removes signup friction ('Start for free' CTAs throughout), while the 1% revenue share and stack of add-ons (each with usage-based pricing) are designed to scale spend automatically as customers grow, without needing renegotiation.

Red flags

  • Only two real self-serve price points (free vs. 1%) makes the 'tier' framing on the page (Pro/Free/Enterprise as separate boxes) somewhat misleading since Free and Pro are the same product at different revenue levels.
  • Six additional add-ons each with separate percentage- or unit-based pricing create pricing complexity that undercuts the 'simple revenue share' pitch.
  • No visible cap or ceiling on the 1% fee, which could become expensive at very high revenue scale before Enterprise custom pricing kicks in.
  • Enterprise and one add-on (App Growth Team) both show 'Custom pricing' with no guidance on qualifying revenue/spend thresholds.
  • No annual/monthly toggle or prepay discount since pricing is inherently usage-based, removing a common conversion lever.

Best-practices scorecard

What works · 4

  • Visible prices — The 1% fee and $5K free threshold are stated plainly on the page.
  • Value metric matches usage — Charging a percentage of revenue directly aligns cost with customer success, reinforced by FAQ messaging.
  • FAQ or objection handling — Extensive FAQ addresses billing calculation, payment failure, revenue definition, and compliance questions.
  • Trust signals present — SOC2, GDPR, uptime SLA, customer logos, and multiple detailed testimonials are prominently featured.

Half measures · 2

  • Tier differences are scannable — Free vs Pro difference is clear (revenue threshold) but Enterprise inclusions are only listed in a separate section, not side-by-side.
  • Clear CTAs per tier — Free/Pro share one 'Start for free' CTA while Enterprise uses 'Contact sales', but add-ons introduce additional inconsistent CTAs ('Learn more', 'Talk to us') that dilute focus.

What's missing · 2

  • Clear recommended tier — No 'most popular' badge or highlighted plan; Free/Pro are presented as parallel boxes rather than a guided choice.
  • Annual discount offered — No annual billing option exists given the usage-based revenue-share model.