Key facts
- Evernote's annual subscription price increased from $130 to $250.
- Plex's lifetime pass price rose from $75 in 2012 to $250.
- Bending Spoons acquired Evernote in 2023.
- Evernote's average revenue per monthly active user increased 2.5 times between 2022 and 2025.
- Subscription conversions triggered by usage limits doubled in 2024.
- Evernote reported record profitability by November 2024.
Software companies are increasingly raising prices for long-time users, forcing them to decide if the value of their favorite apps justifies the higher costs. Evernote, acquired by Bending Spoons in 2023, saw its annual subscription price jump from $130 to $250. This move, along with others like Plex's lifetime pass increasing from $75 to $250, reflects a strategy to monetize loyal customer bases that have developed personalized workflows and extensive data within these applications. Bending Spoons stated that these price adjustments, combined with product improvements and usage limits, led to a 2.5-fold increase in average revenue per monthly active user by 2025, and the company reported record profitability for Evernote by November 2024.