---
title: Partner ("gym buddy") and family/bundle plans in web funnels
slug: web-funnel-partner-and-family-plans
summary: Asking in the quiz whether the user wants to add a partner at 15% off each got ~15% of Built With Science trial starts to take it, raising order value and retention; Simply's multi-profile, multi-app family plans are its best-retaining segment and are sold on the web.
domain: mobile-apps
tags: [web2app, pricing, family-plan, upsell, retention, web-quiz]
related: [web-paywall-annual-default-and-trial-framing, web2app-upsells-and-downsells, web-quiz-vs-direct-to-store, web2app-funnel-structure]
sources: [yt:EyoYQU6JyV8, yt:Xv04J1cr16Q]
updated: 2026-10-24
---

# Partner and family plans in web funnels

## TL;DR
- **Built With Science "gym buddy"**: a quiz question offers adding a workout partner; **both get 15% off**.[^1][^2]
- **~15% of trial starts** add a gym buddy — higher AOV and better retention for those users.[^3]
- Ask it in the **quiz**, not on the paywall; decliners see only a **small toggle** on the pricing page, so the paywall stays a simple annual/monthly choice.[^4]
- **Simply**: family plan → multi-profile (up to 5) → multi-app. In every cohort, multi-app/multi-profile accounts retain best "by far" — one family member is always active.[^5][^6]
- Bundles are a **web-only advantage**: an install ad lands on one app's store page, a web flow can sell the whole portfolio.[^7]

## Details
**Origin.** Repeated user requests for a family plan ("bring my husband/wife") led a BwS product manager to test the gym-buddy add-on on the web quiz.[^1] They then built partner features (see when your partner works out and what they eat, send nudges), turning a pricing idea into a community/retention feature.[^8]

**Why retention improves.** David Barnard compares it with Life360 (family units retain best) and Spotify Family: nobody cancels because someone in the group still uses it.[^3][^9]

**Implementation checklist (derived):**
1. Quiz question after the user has seen their personalised plan: "Train with someone? Add them and you both save 15%."
2. Pass the choice to the paywall; show the two-seat price only to those who said yes.
3. Small, collapsible toggle for those who said no.
4. Give the partner their own account/profile via the deep link (see [[web2app-app-access-deep-linking]]).

## Disagreements / caveats
- BwS reports the 15% take rate but no LTV/retention numbers; David's "almost doubling LTV per conversion" is his inference.[^10]
- Works best in categories done together (fitness, families, learning); solo utilities may not benefit.

## See also
- [[web2app-upsells-and-downsells]] — other order-value levers
- [[web-paywall-annual-default-and-trial-framing]]
- [[people/ethan-ethier]], [[people/yoav-sharon]]

[^1]: yt:EyoYQU6JyV8 @ 29:12 — Ethan Ethier
[^2]: yt:EyoYQU6JyV8 @ 30:52 — Ethan Ethier
[^3]: yt:EyoYQU6JyV8 @ 30:01 — Ethan Ethier
[^4]: yt:EyoYQU6JyV8 @ 34:50 — Ethan Ethier
[^5]: yt:Xv04J1cr16Q @ 15:14 — Yoav Sharon
[^6]: yt:Xv04J1cr16Q @ 16:01 — Yoav Sharon
[^7]: yt:Xv04J1cr16Q @ 19:07 — Yoav Sharon
[^8]: yt:EyoYQU6JyV8 @ 31:44 — Ethan Ethier
[^9]: yt:Xv04J1cr16Q @ 16:01 — Jacob Eiting
[^10]: yt:EyoYQU6JyV8 @ 30:52 — David Barnard