Case Study: Flo Health achieves 12.5x increase in sign-ups with Auth0

How Flo Health Increased Sign-ups 12.5x

Flo Health is the world’s leading women’s health app with about 167.7 million downloads and 38 million monthly active users. Aiming to double its user base and become a one-stop health platform, the team faced significant drop-offs during registration because their authentication UX wasn’t smooth — a blocker to scaling email channels and personalized insights.

Flo Health integrated Auth0’s modern identity platform, enabling social logins (including Sign in with Apple) and enterprise-grade, HIPAA-compliant security in under a month. The change lifted new-user sign-ups from 6% to 75% (about a 12.5x increase), all but eliminated onboarding churn, and freed the product team to focus on features and faster release velocity.

Flo Health

Roman Bugaev

Chief Technology Officer