App Showcase: Business Insider
App info
- App name: Business Insider: News & more
- Onboarding steps: 0
- Paywall type: No Free Trial - Soft Paywall
- Monthly installs: 0
- Monthly revenue: $55,000
- App category: news
What it does
Business Insider is a mobile news app that delivers articles on business, technology, finance, and culture. Beyond just reading, the app has expanded its feature set to include audio versions of articles, a collection of puzzle games, and a unique self-improvement section called 'Level Up' that offers gamified habit-building programs.
Where it shines
The app's strength lies in its surprising feature diversity. While the core news reading experience is solid, the integration of 'BI Games' (02:17) offers a unique way for users to take a 'smarter break' without leaving the app. The 'Level Up' feature (05:36) is another standout, transforming the app into a productivity tool by providing structured, 21-day 'Action Packs' to build habits like better hydration. This multi-utility approach gives users more reasons to open the app beyond the daily news cycle.
UX highlights
- Content-first onboarding: The app drops users directly into the main news feed, using modals for permissions and sign-ups (00:09) rather than a blocking tutorial.
- Audio articles: Many articles include a 'Listen' option, turning articles into mini-podcasts accessible via a clean, persistent player (01:57).
- Contextual author follows: Tapping an author's name triggers an email sign-up modal (00:25), a smart growth hack to build direct relationships with readers.
- Granular preferences: The app allows fine-grained control over both push notifications (00:15) and the topics displayed in the main navigation bar (04:50).
- Gamified habit building: The 'Level Up' section uses streaks, daily checklists, and progress bars to make self-improvement feel tangible and rewarding (06:25).
- Integrated games: The 'BI Games' section includes leaderboards and social sharing (03:51), adding a competitive layer to the experience.
Monetization & growth
The app employs a freemium model with a soft paywall. Users can read some content for free but are prompted to create an account to save stories (01:07). The account creation flow acts as a funnel, leading directly to a 'You're in!' modal (01:36) where the primary call-to-action is to 'Upgrade to premium'. The paywall itself (01:39) presents two subscription options (Monthly and Annual), highlighting a '66% OFF' discount on the annual plan to anchor the price and encourage a longer commitment.
Who it’s for
Business Insider is for professionals and intellectually curious individuals who want to stay informed on business, tech, and market trends. The addition of games and self-improvement features suggests they are also targeting a broader audience interested in productivity and personal growth, who may be looking to consolidate their daily app usage into a single, high-utility platform.
Notes & opportunities
The onboarding experience, while getting users to content quickly, can feel disjointed with its series of successive modals for tracking, newsletters, and notifications. Spacing these prompts out or triggering them based on deeper engagement might feel less overwhelming. The 'Level Up' feature is a powerful retention driver, but it's somewhat hidden in the bottom navigation; highlighting active 'Action Packs' on the main home screen could increase its adoption and impact.