From cheap tool to premium subscription: When a beloved app's price skyrockets
Summary
Evernote has sharply raised subscription prices, with some users moving from $130 to $250 a year. Its owner, Bending Spoons, said it tested prices and product changes and that average revenue per monthly active user was 2.5 times higher in 2025 than in 2022.Key Facts
- Bending Spoons bought Evernote in 2023.
- At the time of the acquisition, Evernote had 200 million accounts and an average customer tenure of 7.2 years, according to Bending Spoons.
- Bending Spoons reported that new Evernote user registrations fell 23 percent in both 2021 and 2022 and 20 percent in 2023.
- The company reported that new registrations rose 29 percent in 2024 and 20 percent in 2025.
- After the acquisition, Evernote's listed prices rose from $8 to $15 per month and from $70 to $130 per year.
- Bending Spoons said it ran more than 200 experiments from 2023 through 2025, including tests of alternative prices.
- The article says some Evernote users faced an increase from $130 to $250 per year.
- The article also cites price increases for Plex, Quicken, RoboKiller and Inkdrop.
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