Betternet VPN: Super Unlimited

What it does

Betternet is a VPN application designed to provide users with a secure, private, and unrestricted internet connection. It allows users to mask their IP address by routing their traffic through servers in different countries. This enables access to geo-restricted content and adds a layer of security, especially on public Wi-Fi networks. The app offers both free (ad-supported) and premium subscription tiers with more features and server locations.

Where it shines

Betternet excels in its straightforward user experience. The connection process is simplified to a single large button on the home screen (01:03), making it incredibly easy to secure the connection. The server selection screen (01:26) is also a highlight, providing a clean, searchable list of countries, with some locations showing the number of available cities. A particularly smart feature is the contextual feedback prompt that appears after disconnecting (01:13), asking for a quick emoji rating of the connection quality. This is a non-intrusive way to gather valuable performance data.

UX highlights

Single-Tap Connection: The main screen is dominated by a large, clear button to connect or disconnect, removing any ambiguity from the core action.
Organized Server List: At 01:25, the server list is well-structured with dedicated sections for streaming and gaming, and it clearly indicates countries with multiple city options.
In-Context Feedback: After disconnecting at 01:13, the app asks for a quick emoji-based rating of the connection. This is a low-friction method to continuously monitor service quality.
Guided Post-Purchase Setup: After a user subscribes, the app initiates a setup flow (00:43) to install the required VPN profile, ensuring the user can immediately use the service they paid for.
Clear Permission Framing: The app uses a warm-up screen (00:06) to explain why it needs to track activity, framing it as a way to support the free version of the service.
Comprehensive Settings: The settings menu (01:51) provides easy access to key features like Kill Switch, Auto-protect, and VPN Protocol selection.

Monetization & growth

A premium subscription is central to Betternet's strategy. A paywall (00:14) is presented early in the onboarding flow, offering a 7-day free trial for both annual and monthly plans. The paywall uses a carousel to highlight premium benefits and incorporates social proof with user testimonials and a 4.5/5 star rating. After the user subscribes, a confirmation screen (00:43) celebrates the upgrade before moving to the final setup steps. There's also a persistent banner on the main screen for premium users suggesting an upgrade to an annual plan for cost savings (01:09).

Who it’s for

Betternet is for individuals seeking a simple, no-fuss VPN solution for everyday use. Its target audience includes users who want to enhance their privacy on public Wi-Fi, bypass geographic content restrictions for streaming services like Netflix, or ensure a stable connection for gaming. The straightforward interface makes it accessible to less tech-savvy users who might be intimidated by more complex VPN clients. The premium tier caters to power users who need more server options and advanced features.

Notes & opportunities

The onboarding flow, while direct, presents a confusing moment at 00:09 where it flashes an "Install Profile" screen before the user has even seen the paywall. This could be streamlined to avoid showing setup steps out of sequence. Additionally, the sign-in process relies on a magic link (02:08), which is convenient but might be unfamiliar to some users expecting a traditional password field. The support chat (02:40) starts with a chatbot, which is efficient but could be a point of friction for users needing immediate human assistance.