If you’ve ever used an app to track your menstrual cycle, chances are you have used Flo. It is the world’s most popular period tracking app and has grown to over 60 million active users.
Launched in Belarus in 2016 by Dmitry and Yuri Gurski, the app aimed to exploit a gap in the market for women’s health services beyond the basic tracking capabilities, with an ambitious goal to create a super-app for women’s health.
Instead of simply tracking, Flo uses pattern recognition and artificial intelligence to provide insights on menstrual cycles. It has used its lead in tech to launch fertility tracking and pregnancy assistance tools, which are all available in the app.
Flo generates revenue through its premium subscription service, which includes a daily well-being plan that covers menstrual and fertility cycles alongside clearer skin, workouts and energy guides. It also includes video content from experts and unlimited access to Flo Health Assistant, a chatbot.
Approximately five million women subscribe to this service, making it one of the most popular health and fitness premium subscriptions on the market. Flo has not announced any major updates to its app in the past 12 months, but we should expect them to continue adding features aligned to women’s health needs.
We have collected data and statistics on Flo. Read on below to find out more. Explore further with our in-depth health & fitness app report.
Flo Key Statistics
- Flo made $200 million from its premium subscription offering in 2023
- Flo had 62 million monthly active users
- It has had 280 million sign up since launch
Health & Fitness App Report 2024
Want to learn more about the health & fitness app industry? In our Health & Fitness App report, we cover financials, usage, downloads, and demographics by age and gender, alongside market share, engagement, and benchmarks.
Flo Overview
| Title 1 | Title 2 |
|---|---|
| Launch date | April 2015 |
| HQ | London, UK |
| People | Dmitry Gurski (co-founder, CEO) |
| Business type | Private |
| Industry | Health |
Flo Revenue
Flo revenue reached $200 million in 2023, a 29% increase on the previous year.
Flo revenue 2018 to 2023 ($mm)
| Year | Revenue ($mm) |
|---|---|
| 2018 | 20 |
| 2019 | 45 |
| 2020 | 75 |
| 2021 | 110 |
| 2022 | 155 |
| 2023 | 200 |
Sources: Health & Fitness App Report, Company data
Flo Users
Flo has over 60 million active users and 280 million registered users.
Flo active users 2018 to 2024 (mm)
| Year | Users (mm) |
|---|---|
| 2017 | 13 |
| 2018 | 22 |
| 2019 | 27 |
| 2020 | 38 |
| 2021 | 45 |
| 2022 | 50 |
| 2023 | 56 |
| 2024 | 62 |
Source: Company data
Flo registered users 2018 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2017 | 68 |
| 2018 | 105 |
| 2019 | 133 |
| 2020 | 167 |
| 2021 | 195 |
| 2022 | 233 |
| 2023 | 280 |
Source: Company data
Flo vs Competitors: Revenue
Flo has been increasing revenues at a faster rate than the health app industry, but it is still behind quite a few apps in total revenue.
Health app revenues 2023 ($mm)
Want to learn more? Check out our Health & Fitness App Report
Flo FAQ
What is Flo’s retention rate among users?
Flo had an average retention rate of 60% in 2023 (Dmitry Gurski)
How much does Flo charge for its premium features?
The cost of Flo’s premium features depends on the region. In the US, it comes to $10 a month
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