Moonly: Moon Phases & Calendar

What it does

Moonly is a comprehensive wellness and astrology app designed to help users align their lives with lunar cycles. It provides a suite of tools including a moon calendar, daily affirmations, guided meditations, and esoteric practices like tarot and rune readings. At its core, the app generates a personalized birth chart to offer tailored daily guidance on various life aspects, from self-care to career decisions.

Where it shines

Moonly stands out through its beautiful, cohesive design and deep personalization. The onboarding experience (00:06-00:52) is a great example, using enchanting animations to communicate value rather than dry text. The app's key differentiator is how it merges a user's personal birth chart with the daily moon calendar (01:17), providing actionable advice that feels uniquely tailored. The AI-enhanced Tarot Reader (04:49) also adds a layer of interactivity that makes the experience feel more like a personal consultation.

UX highlights

Consistent Aesthetic: The app maintains a consistent dark, mystical theme with purple hues and grainy textures, creating an immersive and calming atmosphere throughout.
Animated Feedback: The app uses subtle but delightful animations, like the calculating screen with a mascot rabbit (02:14), to make waiting times feel engaging.
Layered Information: The main dashboard (01:17) presents a high-level overview, but users can easily tap into deeper content like birth chart readings or detailed explanations of moon phases, preventing information overload.
Actionable Icons: Daily activity recommendations use clear icons and color-coding (green for favorable, red for unfavorable) to provide quick, scannable guidance (02:57).
Interactive Content: Features like the daily affirmation wallpaper creator (04:00) and the AI tarot reader (04:51) encourage active participation rather than passive consumption.
Soft-Gating Premium Features: Locked features are clearly marked with a padlock icon, but they are integrated seamlessly into the UI, encouraging exploration and eventual conversion (01:23).

Monetization & growth

The app presents a paywall (00:52) after a compelling onboarding sequence. It offers three subscription tiers: monthly, annual (with a 50% discount highlighted), and a lifetime plan. This strategy caters to different user commitment levels. The user subscribes via a standard 3-day free trial flow. Throughout the main app, premium features are visible but locked, serving as constant, gentle reminders to upgrade.

Who it’s for

Moonly is for individuals interested in astrology, spirituality, and mindfulness who are looking for a tool that goes beyond generic horoscopes. The target user is likely someone seeking daily guidance, self-awareness, and a way to structure their personal wellness practices around cosmic events. The inclusion of tarot, runes, and meditations suggests an audience open to a blend of ancient esoteric traditions and modern digital convenience.

Notes & opportunities

The app is incredibly polished, but the sheer volume of content could be overwhelming for new users. The main dashboard is quite dense with information (02:57). A more guided first-time experience on the main screen could help users discover the most relevant features based on their onboarding input. Additionally, while the birth chart is a powerful feature, the initial setup (01:44) could benefit from more context on why each piece of information is needed to build trust.