Case Study: KeepSafe achieves revenue growth through data-driven pricing with Amplitude

KeepSafe’s data-driven approach to app pricing

KeepSafe is a mobile app that lets users lock photos and files behind a PIN; it grew from an idea to more than 35 million users (about 10 million monthly). As usage — and costs — rose, the team faced two problems: Google Analytics’ premium tier would have cost ~$150K/year, and users increasingly expected cloud sync, meaning KeepSafe had to find a way to monetize with a paid tier.

KeepSafe switched to Amplitude for scalable, Redshift-accessible analytics and ran a freemium strategy using automatic free trials and a paywall. Behavior-based cohorting showed app launches (not photo count) predicted conversion, and A/B pricing tests across monthly and annual options let them optimize revenue; they launched $4.99/month or $23.99/year in late summer 2014 and have seen steady revenue growth since.

KeepSafe

Zouhair Belkoura

Founder & CEO