What it does
Betternet is a VPN application designed to provide secure and private internet browsing. Its core function is to route a user's internet traffic through an encrypted server, masking their IP address and protecting their data from potential threats, especially on public Wi-Fi. The app allows users to choose from a wide range of virtual locations around the world, enabling access to geo-restricted content and services.
Where it shines
Betternet shines in its straightforward, single-purpose interface. Connecting to the VPN is a one-tap action from the main screen (00:46), making it incredibly simple for non-technical users. The location selection screen, visible at 01:07, is well-organized, categorizing servers for specific use cases like gaming and streaming. The app also offers granular control for advanced users, such as the ability to select different VPN protocols in the settings (01:56), balancing speed and security.
UX highlights
- Clear Connection Status: The main screen uses a large, color-changing central button (00:47) to provide an unambiguous visual indicator of whether the VPN is active or disconnected.
- Organized Server List: Servers are not just listed by country. Special categories for 'Gaming' and 'Streaming' (01:07) help users quickly find the best server for their needs.
- Contextual Feedback Prompts: The app cleverly asks for feedback immediately after a core action is completed, such as when disconnecting from the VPN (00:52), increasing the relevance and likely response rate.
- Transparent Permissions: Before requesting permissions like app tracking (00:06) or VPN configuration (00:33), Betternet uses warm-up screens to explain why they are needed, building user trust.
- In-App Support Chat: A built-in support chat (02:37) provides an accessible way for users to get help without leaving the app.
Monetization & growth
Monetization is introduced early in the user journey with a prominent paywall at 00:11. The app offers a free trial for its premium subscription, which unlocks all server locations and removes ads. The paywall uses social proof, highlighting a 4.7-star rating from over 236k reviews, to build confidence. After the initial subscription, the app presents an upsell offer (01:42) for an annual plan, aiming to convert monthly subscribers to a higher-value tier.
Who it’s for
Betternet appears to target two main user groups. The first is the everyday user who needs a simple, one-tap solution to secure their connection on public Wi-Fi or bypass basic geo-restrictions. The second is the more savvy user who wants to optimize their connection for specific activities like streaming international Netflix or reducing latency for gaming, and appreciates the ability to switch protocols.
Notes & opportunities
The onboarding process is heavily focused on permissions and subscription, which could feel overwhelming for some new users. The sequence of asking for profile installation, showing a paywall, and then asking to install the profile again could be streamlined. While the main connect button is clear, the rest of the home screen is sparse; there's an opportunity to add connection status details like IP address or connection duration to provide more value on the main screen.