September is in full swing – Apple is about to host its highly anticipated event – fingers crossed the new iPhone will be awesome! “Back to School” theme is everywhere you look; one of the things that kids need to learn about is obviously finance. OK, not for kids but for app brands and developers, we want to share yet another App Talk interview conducted by Peggy Anne Salz with Andrew Davies, Chief Innovation Officer at Paddle.
Yes – you will hear about innovation in the app pricing and payment; Andrew is a brilliant speaker and really knows the space. He explains how Paddle simplifies back-office complexity, enables web-to-app monetization, shares best practices in pricing and retention, highlights data-driven strategies to reduce churn, and outlines a future shaped by AI, no-code tools, and democratized monetization.
Today’s topics include:
- Paddle’s role in solving back-office complexity: simplifying global payments, taxes, fraud prevention, and subscription management so founders can focus on product and growth.
- The rise of web-to-app monetization: why app developers are diversifying beyond app stores and the opportunities this creates for both scaled and early-stage apps.
- Customer insights and best practices: pricing experimentation, retention tactics like downgrade/pause offers, and the importance of true localization.
- Retention strategies: macro trends like growth via reactivation, reducing involuntary churn, and Paddle’s case studies on churn prevention.
- Future vision: preparing for the shift of volume out of app stores, the impact of AI and no-code on app creation, and Paddle’s mission to democratize monetization.
Links and Resources:
Quotes from Andrew Davies
“We often say second time founders choose Paddle because first time round you don’t really know what the problems are that are going to come tomorrow. But second time around you think, okay, I’ll put something in place at the beginning that means I’m not building up debt for the future.”
“If you are changing your price every quarter, you’ll outperform someone who isn’t by about 103% on ARPU. It’s not that every pricing change is good—it’s that you’re building a muscle for testing.”
“This is not just about making business work or removing complexity. You’re actually democratizing it for everyone who’s going to be a maker—to make and to sell. Because what’s the fun of making if you can’t monetize it?”
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Business Of Apps – connecting the app industry since 2012