Designing paywalls as product real estate

On the podcast, I talk with Jeff about Tinder's $50 million paywall win. Why now is such a great time to build apps, and how hard paywalls can mislead you about product-market fit.

Top Takeaways:

💡 Focus on Product-Market Fit First
 Before jumping into monetization, ensure your product truly resonates with users. Building a product that solves a real problem and captures genuine interest is the foundation for sustainable growth. Once you achieve product-market fit, monetization becomes a natural extension.

🛠 Monetization Strategies Are Evolving
 Founders are being pushed to monetize early, but the key is to test different models and find what works for your user base. Experimenting with subscription tiers and paywalls can unlock new revenue streams while preserving a great user experience. This flexibility is crucial in today’s competitive app landscape.

🚀 Experimentation is the Key to Success
 The most successful apps are built through continuous experimentation and iteration. Constantly testing new ideas—whether in pricing, features, or user engagement tactics—helps you learn and adapt quickly. Fail fast, adjust, and keep pushing forward.

📊 Data-Driven Decisions Over Gut Instincts
 Rely on data to make smarter decisions, especially when it comes to monetization and growth strategies. Properly instrumenting your app and analyzing user behavior gives you the insights needed to refine your approach. Data-driven decisions remove the guesswork and lead to more reliable outcomes.

💬 User Feedback Drives Innovation
 Your users are the best source of inspiration. Listening to their feedback and adjusting your app based on real-world experience will improve your product and increase retention. The more connected you are to your community, the more likely your app will evolve in the right direction.

🔑 The Importance of Sustainable Growth
 Building a successful app requires more than just an initial win. To scale sustainably, it’s essential to focus on long-term user value and avoid over-monetizing too early. By balancing user experience with growth strategies, you can achieve steady, lasting success.

About Jeff Morris:

🚀 Founder and General Partner at Chapter One.

📱 Jeff Morris is the former VP of Product at Tinder, where he played a key role in driving the app’s revenue and user growth. As a venture capitalist, Jeff invests in early-stage companies developing products that resonate deeply with users. His expertise spans product development, monetization strategies, and scaling businesses in competitive markets.

👋 LinkedIn

👋 Follow Jeff Morris on X - @jmj

• Jeff’s “controversial” X post

🌎 The New Internet 

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:
[0:00] Jeff Morris’ background and expertise at Tinder
[2:20] Monetization vs. product building: A founder’s shift in focus
[4:53] Celebrating early revenue: Real or just hype?
[6:08] Freemium model: Boosting user engagement and retention
[9:01] Monetization strategies across app categories
[11:51] The venture landscape in 2025: Challenges & opportunities
[13:05] Why it’s still a great time to build mobile apps
[14:48] Creating a sustainable subscription model
[17:27] Early-stage AI startups: New monetization opportunities
[19:20] Tinder’s journey with pricing and packaging experiments
[22:02] The success of Tinder’s three-tier subscription model
[24:41] Balancing user experience with monetization
[26:45] The role of testing and iteration in revenue decisions
[29:40] Why revenue optimization needs constant attention
[31:53] The impact of paywall features on conversion
[33:54] The power of design in driving revenue and engagement
[36:21] The future of mobile and AI-native apps
[39:11] Scaling a mobile app in 2025: Key lessons for founders
[42:45] How funding partners shape your product vision
[44:21] The role of feedback loops in creative growth
[47:30] What Jeff would have done differently at Tinder
[50:11] Key takeaways from building and scaling a high-growth product
[54:45] User-centric design: Why monetization should never come first