What it does
Friends is a hybrid social, productivity, and self-care app where users raise cute virtual pets called 'Companions.' Each companion's growth and happiness are tied to the user completing real-world tasks. The app offers different companions for different goals, such as a 'co-parented' pet with a friend, an AI-powered homework helper, and a personal self-care tracker.
Where it shines
Friends excels at creating powerful motivational loops by externalizing internal goals. For example, the 'Bao' companion (06:12) thrives only when the user completes their own self-care habits, turning a daily routine into an act of nurturing. Another strong moment is the AI homework helper 'Mellow' (03:07), which transforms the chore of studying into a gamified interaction. Finally, the core 'Pengu' loop (01:12) cleverly bakes social connection into the app's foundation by requiring users to 'co-parent' a pet with a friend.
UX highlights
- Modular Companions: The app neatly separates its core functions into different characters. This allows users to opt into the features they need, such as the school helper (02:02) or the self-care pet (06:11), without cluttering the UI.
- Gamified Task Completion: Checking off tasks triggers rewarding animations with confetti and sound effects (08:01), providing satisfying micro-feedback that encourages continued engagement.
- Tangible Progress: Instead of just streaks, progress is visualized through the companion's state and actions, like Bao going on a trip in a plane after tasks are completed (08:17).
- Direct Interaction: The app encourages direct interaction with the characters, such as petting them to complete a goal (08:12), which strengthens the emotional bond.
- Integrated Growth Loop: The friend invite system isn't a hidden menu item; it's a mandatory part of the primary 'Pengu' setup, ensuring the social aspect is front and center.
Monetization & growth
The app's monetization strategy appears to be a freemium model centered around a 'Super Mellow' subscription. At 05:25, a paywall is presented that unlocks features like unlimited homework solves, an ad-free experience, and better accuracy. The paywall uses a comparison table to show the value against the free plan and creates urgency with a 23-hour timer for a discount. Growth is driven by a unique 'co-parenting' mechanic that requires users to invite a friend to start.
Who it’s for
The app seems designed for students and young adults who are looking for novel ways to stay motivated. The multiple companion types cater to different needs: students struggling with homework, individuals wanting to build self-care routines, and friends looking for a shared activity to stay connected. The cute, gamified aesthetic makes it particularly appealing to a younger demographic familiar with virtual pets and games.
Notes & opportunities
The mandatory friend invite for the Pengu pet (01:12) is a bold but high-friction step that could cause some users to drop off if they don't have a friend immediately available to join. While powerful, offering a solo path or a 'find a partner' feature might improve initial conversion. Additionally, the app features multiple tutorials for adding widgets (00:47, 02:50, 07:37), which feels a bit repetitive and could be consolidated into a single, more contextual prompt.