Updated 31st October, 2025

What would it actually cost to own your audience with a branded app that consolidates everything? This guide gives you transparent numbers: plans, fees, timelines, and no hidden surprises.

How Can You Try Passion Risk-Free?

The 30-Day Money-Back Guarantee

You try Passion risk-free with a 30-day money-back guarantee - full refund if you cancel, no questions asked. This gives you complete access to your chosen plan from day one, unlike "free trials" that lock core features. Passion offers this guarantee for all new subscriptions.

You pay upfront for your plan, build your app with full feature access, then receive a complete refund if you cancel within 30 days.

What to Expect During Your Trial Period

During your 30-day window, you upload content, structure courses, set pricing plans, and publish your web app. The platform provides access to the Passion Academy, which includes step-by-step training on app creation and monetization strategies. You'll also receive an onboarding call with a "PassionCoach" to create a success plan and answer setup questions.

Target these milestones by Day 30: 10-15 core lessons uploaded, 2 pricing tiers configured (monthly and annual), web app published, and 5-10 beta testers invited. This validates your concept before you're locked in.

Trial Benefits: Test Drive Your Branded App

The money-back guarantee period lets you test critical features that differentiate Passion from web-first course platforms. You can send push notifications to drive engagement, build an in-app community without relying on Facebook groups, structure subscription pricing tiers, and enable offline content access so members stay engaged even without connectivity.

Fitness coaches can test a 30-day workout challenge with daily pushes. Wellness instructors can structure meditation series with drip release. Business coaches can validate their framework delivery before committing to annual pricing.

"What I love about Passion is that it's not just a platform to create your own app – it also provides invaluable training on how to build and sell your course. It's more than just the tech; it's the know-how." — Mathilde N., G2

Most creators use this period to upload 10-15 core lessons, test push notification workflows, and invite a small group of beta users. This validates both the technical setup and member response before your official launch.

Getting Started Guide: Your First Steps

Start by choosing a plan that matches your current audience size and feature needs. Create your account and attend the free onboarding call to map your content structure. Next, upload your first batch of content using the drag-and-drop builder, organize it into sections and lessons, and apply your branding (logo, colors, fonts).

Set up at least one pricing plan - monthly or annual subscriptions work well for most creators. Publish your web app first, which typically goes live within days. Simultaneously, register your Apple Developer account ($99/year) and Google Play account ($25 one-time) to begin the app store submission process.

Within your trial window, you should have your web app live, content migrated, and app store submissions in progress. This timeline gives you a clear view of the platform's capabilities and your ability to execute the launch.

What Are Passion's Starter Plan Costs?

Passion Launch Plan: Your First App

The Launch plan starts at $119/month on monthly billing or $99/month annually, saving approximately $240 per year. This plan typically includes capacity for 100 subscribers, 100 videos, and 1,000 push notifications per month.

You get access to the no-code app builder, web app publishing, iOS and Android app creation, basic monetization features, and community tools. The Launch plan may include Passion branding on your app, which you can remove by upgrading to higher tiers. This plan works well for creators validating their concept or serving a small, engaged community.

Typical use cases and limitations:

• Best for: Coaches with 50-100 active members testing a mobile app model
• Content capacity: Up to 100 videos and associated PDF/audio files
• Engagement limits: 1,000 push notifications per month (approximately 30-35 pushes to 100 members)
• Revenue model: Subscriptions, one-time purchases, or freemium access via PassionPayments or in-app purchases

Within the first 90 days on Launch, aim to engage your initial audience, track lesson completion, and monitor early revenue to inform your next steps.

The 100-subscriber limit may feel restrictive if you already have a larger audience, but it provides a clear path to validate your app before scaling. Works well for yoga instructors with 50-75 students, aerial arts teachers with a core training group, or mindset coaches launching their first digital offer.

Passion Scale Plan: Growing Your Audience

The Scale plan costs $299/month on monthly billing or $239/month annually, saving approximately $720 per year. This tier removes Passion branding from your app and expands capacity beyond the Launch plan's quotas.

The Scale plan serves creators with growing audiences who need more flexibility. Exact subscriber and video limits vary by current offering, so confirm quotas at checkout. You gain access to advanced features like drip content scheduling, expanded community tools, and higher push notification limits. The removal of platform branding creates a fully white-labeled experience for your members.

Benefits for expanding creators:

• Custom branding: Full control over app appearance without Passion logos
• Advanced automation: Drip content release schedules to improve completion rates
• Higher capacity: Expanded subscriber, video, and notification quotas
• External checkout option: Integrate external payment providers and pay 0% platform fees to Passion

"They lay it out clearly and are available for support. The platform is easy to use with clear directions on what to do next." — Michele D. P., G2

The Scale plan fits creators transitioning from launch to growth phase, typically those with 100-500 active members and a proven offer. The platform's support helps you use these advanced features effectively.

Passion Expand Plan: Unlimited Growth

The Expand plan costs $699/month on monthly billing or $599/month annually, saving up to $1,200 per year. This tier is frequently described as offering "unlimited" users, products, communities, videos, and push notifications.

A key differentiator is that Expand includes App Store listing support, meaning the Passion team helps with the technical submission process to Apple and Google. This removes a significant barrier for non-technical creators who find developer account setup and app store compliance challenging.

When to consider Expand:

• Your audience exceeds 500-1,000 active members
• You need unlimited push notification capacity for daily engagement
• You want hands-on support for app store submissions
• You plan to run multiple communities or product lines within one app
• You require features like Apple Pay support for in-app purchases

For creators at this scale, the $599/month investment becomes a smaller percentage of monthly recurring revenue. If you're generating mid-five-figure MRR, this tier provides the infrastructure and support to maintain growth without hitting platform limits.

Passion Plus: Done-For-You Service

Passion Plus is a custom-priced service typically ranging from $10,000 to $20,000 depending on scope. This tier includes white-glove support where the Passion team builds your app, migrates content, handles app store submission, and provides a dedicated success manager.

You also gain access to advanced analytics, growth coaching, and priority support. This option works for established creators or businesses who want to outsource the technical setup entirely and focus exclusively on content creation and community management.

What's included in Plus:

• Done-for-you app creation and design
• Content migration from existing platforms
• App store submission and approval management
• Dedicated success manager and growth coaching
• Advanced analytics and custom integrations
• Priority support with faster response times

Passion Plan Comparison

Note: Confirm current subscriber and video quotas at purchase, as limits may vary.

What Additional Fees Should You Expect?

PassionPayments Web Checkout Fees

When members purchase through your web app using PassionPayments (Passion's integrated payment gateway), you pay a 3.9% platform fee plus standard Stripe processing fees, typically 2.9% + $0.30 per transaction. This means a $29 monthly subscription processed through PassionPayments costs approximately $2.01 in total fees.

PassionPayments connects directly to your Stripe account, giving you control over your financial data and settlement timing. The web checkout option helps you avoid Apple and Google's higher in-app purchase fees by directing members to purchase through your website before downloading the app.

Many creators use a hybrid approach: offer membership purchases through the web at lower fees, then enable in-app purchases for convenience and impulse upgrades. This strategy is detailed in Kevin Stratvert's Stripe tutorial, which covers payment processing fundamentals for online creators.

Apple and Google In-App Purchase (IAP) Fees

When members purchase directly within your iOS or Android app, Apple and Google retain 15-30% of the transaction. The exact percentage depends on your revenue level and program eligibility.

Apple App Store:

• Standard rate: 30% commission on apps and in-app purchases
• Subscriptions: 30% for the first year, then 15% for subsequent years
• Small Business Program: 15% commission for developers earning under $1 million annually

Google Play Store:

• Standard rate: 30% commission on most purchases
• First $1 million: 15% commission annually per developer
• All subscriptions: 15% from day one

For a $29 monthly subscription sold through Apple's App Store, you'd receive approximately $20.30 after Apple's 30% commission (or $24.65 under the Small Business Program). Passion does not add an additional platform fee on top of these IAP commissions.

The high IAP fees are why many creators drive purchases through web checkouts first, then offer IAP as a convenience option. As discussed in Mike's Guides comparison video, understanding these fee structures helps you price plans appropriately and maintain healthy margins.

Developer Program Fees (Apple & Google)

To publish your branded app on the major app stores, you need developer accounts with both Apple and Google. These are separate from your Passion subscription and are paid directly to the app store providers.

• Apple Developer Program: $99 per year (approximately $8.25/month)
• Google Play Developer: $25 one-time fee for lifetime access

You register for these accounts using your own credentials and maintain ownership of your app listings. On higher-tier plans like Expand and Plus, Passion provides support for the submission process, but you still own the developer accounts directly.

Budget these fees into your launch timeline: Apple’s $99/year recurs, while Google’s $25 one-time fee is negligible over your app’s lifetime.

External Checkout Options: Keep More Margin

On Passion's Scale tier and higher, you can integrate external payment providers and pay 0% platform fees to Passion. This means if you use ThriveCart, SamCart, or another checkout solution, Passion doesn't charge its 3.9% platform fee.

You still pay your external payment processor's fees, typically 2-3% plus per-transaction charges, but you eliminate Passion's platform fee entirely. This option works well for high-ticket offers, bundles, or complex pricing structures that your external checkout handles better than PassionPayments.

Popular integrations include ThriveCart for checkout, ConvertKit for email, and Zoom for live sessions—giving you flexibility while owning your core app experience.

Fee Breakdown: What You Actually Net

Understanding Plan Quotas and Potential Upgrades

Each plan has specific capacity limits on subscribers, videos, push notifications, and features. When you approach these limits, you'll need to upgrade to a higher tier to maintain service quality.

Watch for these upgrade triggers:

• Subscriber count: If your Launch plan supports 100 subscribers and you hit 90, plan your upgrade before hitting the cap
• Push notification limits: 1,000 notifications per month on Launch means approximately 10 messages to 100 members, which can feel restrictive for daily engagement
• Video capacity: 100 videos on Launch may fill quickly if you produce weekly content across multiple courses
• Feature access: Drip content, advanced analytics, and custom integrations often require Scale or higher

Review your plan's current quotas in your account settings. Some users feel these quotas create "feature gating," but they also provide clear upgrade paths as your business grows.

How Do Passion's Costs Compare to Alternatives?

Passion vs. Web-First Platforms (e.g., Kajabi, Thinkific)

Web-first platforms like Kajabi and Thinkific typically offer different pricing models but charge per-seat fees and lack true branded mobile app capabilities. Kajabi's Basic plan starts around $149/month, while Thinkific offers a free tier with limited features.

Key differences:

• Mobile experience: Kajabi and Thinkific are web-first, mobile-responsive sites. Passion provides native iOS/Android apps with push notifications and offline access as core features.
• Community placement: Web platforms integrate with Facebook Groups or third-party community tools. Passion builds community directly into your branded app.
• Fee structures: Web platforms typically charge per-seat or transaction fees similar to PassionPayments. Passion's fees are comparable, but you also navigate IAP fees for mobile convenience.
• Branding control: Your Passion app appears on members' home screens with your logo. Web platforms live in browsers, competing with every other tab for attention.

The choice depends on whether you prioritize mobile-first engagement or web-based marketing funnels. Passion wins when push notifications and app store presence drive retention.

Passion vs. Video-Centric Platforms (e.g., Uscreen)

Uscreen is an all-in-one video membership platform with strong OTT and TV app capabilities. It uses a different pricing model that may include per-subscriber fees, while Passion uses fixed-tier pricing with capacity quotas.

Comparison highlights:

• Pricing model: Passion uses fixed-tier pricing with capacity quotas. Uscreen uses base pricing plus per-subscriber fees, which can scale with audience growth.
• Content focus: Uscreen excels at video hosting, live streaming, and OTT distribution. Passion is broader, supporting courses, community, and challenges beyond just video.
• Mobile apps: Uscreen may charge additional fees for mobile apps. Passion includes mobile apps in all tiers.

If your primary focus is long-form video and TV app distribution, compare both platforms' current pricing. If you need courses, challenges, community, and mobile engagement in one ecosystem, Passion provides more integrated tools.

The Value of a Branded Mobile App

The core differentiator is app store presence and push notification reach. When your app sits on a member's home screen, you're one tap away from engagement. Web platforms require members to remember your URL, log in through a browser, and compete with every distraction online.

"Passion makes building your own e-learning app fast, simple, and stress-free. With their no-code, drag-and-drop platform, I was able to design, build, and launch a fully functional app in just a few hours—no tech experience required." — Rob M., G2

Push notifications reliably reach members even when they're not actively thinking about your content. You can send lesson reminders, challenge checkpoints, community highlights, and offer announcements directly to their lock screen. Email open rates average 20-30%, while push notification open rates often exceed 50-70% for engaged communities.

This engagement lift translates to higher course completion rates and lower churn. Multiple creators report 15-30% completion improvements within 90 days of launching their app and implementing a consistent push cadence. That completion boost directly impacts renewals and testimonials, creating a virtuous cycle for growth.

"I have worked with Meghan a few times now and she is great! She was able not only to follow through but also found something wrong with my STRIPE account that I was not aware of. She is super friendly and helpful!" — Jennifer Lopez, TrustPilot

Launching Your App: A 90-Day Cost & Action Plan

Month 1: Setup and Web App Launch

Total Month 1 cost: $99-239 (first month of plan) + $124 (Apple $99 + Google $25 one-time developer accounts) = $223-363 initial investment

Start by selecting your plan and attending the onboarding call. Register your Apple Developer account ($99) and Google Play account ($25) immediately, as these can take 1-2 days to process. Migrate your 10-15 core lessons into the Passion builder, organizing them into clear sections with progress tracking.

Set up at least one pricing plan—monthly and annual subscription tiers work well for most creators. Configure your PassionPayments account by connecting Stripe. Apply your branding (logo, colors, fonts) and write your app store description copy.

Publish your web app by Day 10-14, which goes live almost immediately. Invite 5-10 beta testers to explore the experience and report friction points. Simultaneously, submit your iOS and Android apps for review. The app store submission process typically takes 1-3 weeks, depending on review feedback.

Key milestones:

• Day 1-3: Account setup, onboarding call, developer registrations
• Day 4-10: Content migration, branding, pricing configuration
• Day 10-14: Web app published, beta testers invited
• Day 14-21: App store submissions initiated
• Day 21-30: Beta feedback collected, adjustments made

Month 2: App Store Submission and Engagement

Total Month 2 cost: $99-239 (plan) + transaction fees (3.9-30% depending on checkout method; estimate $50-500 based on sales volume)

Your app store submissions should be under review or approved by early Month 2. If Apple or Google requests changes to metadata, screenshots, or functionality, address these within 1-3 days to avoid delays. Once approved, announce your app launch to your existing audience via email and social media.

Implement your push notification calendar with 2-3 messages per week. Test different cadences to find what drives engagement without overwhelming members. Use push to remind members about new lessons, invite them to community discussions, and celebrate milestones. Track open rates and in-app activity to optimize messaging.

Run a 7-day or 14-day challenge to spike initial engagement. Challenges create urgency, build habits, and showcase your app's community features. As demonstrated in Passion's app launch secrets, structured challenges can accelerate time-to-value for new members.

Key milestones:

• Week 5-6: App store approvals received, public launch announced
• Week 6-7: Push notification cadence established (2-3 per week)
• Week 7-8: First challenge launched to drive engagement and community building
• Week 8: Review analytics—lesson completion rates, DAU/MAU, push open rates

Month 3: Monetization and Retention

Total Month 3 cost: $99-239 (plan) + transaction fees (3.9-30% depending on checkout method; estimate $100-1,000 based on growing sales volume)

By Month 3, you should have clear data on member behavior. Review your lesson completion rates and identify drop-off points. Use drip scheduling (on Scale plan or higher) to pace content release and prevent overwhelm. Add checkpoints and quizzes to improve engagement and knowledge retention.

Introduce a second pricing tier if you haven't already. Many creators add an annual plan at a discount (e.g., 10 months for the price of 12) to improve cash flow and lock in longer commitments. Consider a premium tier with 1:1 coaching or exclusive live sessions for high-value members.

Focus on retention by surveying members about their experience and addressing friction points. Calculate your monthly churn rate (canceled subscriptions divided by total active subscriptions). A healthy membership targets under 5% monthly churn. Churn management is critical to sustainable growth.

Key milestones:

• Week 9-10: Completion data analyzed, content improvements made
• Week 11: Second pricing tier or annual option introduced
• Week 12: First retention survey sent, churn rate calculated
• Month 3 end: Target 15-30% completion improvement vs. baseline

By Day 90, you should have a functioning app ecosystem with proven engagement, initial revenue, and clear metrics to guide scaling decisions. This timeline is faster than custom app development (typically 3-6 months) and gives you owned infrastructure independent of social platforms.

For a detailed walkthrough of building your first app, watch Passion's platform overview that covers the no-code builder and monetization setup.

Start Your Branded App Journey Today

Passion removes the guesswork from app pricing. You know exactly what you'll pay: $99-599/month for your plan tier, 3.9% for web checkouts, 15-30% for mobile convenience via IAP, and $124 in one-time developer setup.

Your 30-day money-back guarantee means you can validate the platform with real content and real members before you're committed. Most creators have web apps live within 2 weeks and full app store presence within 6 weeks.

The alternative is staying fragmented across DMs, Facebook groups, and link-in-bio checkouts—renting your audience from platforms that change their rules overnight. Your move: start building today or view all plans to see which fits your audience size.

FAQs

Is there a free trial for Passion?

Passion offers a 30-day money-back guarantee for all plans. You get full access to your chosen plan's features, then receive a full refund if you cancel within 30 days. Verify the current trial structure at signup.

What are the monthly costs for Passion starter plans?

The Launch plan costs $119/month on monthly billing or $99/month annually. The Scale plan costs $299/month on monthly billing or $239/month annually. Annual billing saves $240-720 per year depending on the plan. Add developer account fees: $99/year for Apple, $25 one-time for Google.

How much do Apple and Google take from in-app purchases?

Apple charges 30% standard or 15% under the Small Business Program (under $1M annual revenue). Google charges 15% on the first $1M annually, then 30%. For subscriptions, Apple charges 30% year one, 15% thereafter. Google charges 15% on all subscriptions from day one. Passion adds no additional platform fee to these IAP transactions.

What is PassionPayments and how much does it cost?

PassionPayments is Passion's integrated payment gateway powered by Stripe. It charges a 3.9% platform fee per transaction, plus standard Stripe processing fees (typically 2.9% + $0.30). On the Scale plan and higher, you can use external payment providers and pay 0% to Passion, only paying your external processor's fees.

Can I upgrade or downgrade my plan after starting?

Yes, you can upgrade or downgrade plans anytime through your billing portal. Downgrades take effect at the end of your current billing period, and you'll lose access to features not included in the new plan. If your lower plan doesn't include native app support, your iOS/Android app will be removed from app stores.

How long does it take to launch an app with Passion?

Web apps typically go live within days to 2 weeks after you finish setup and content upload. App store submissions take 1-3 weeks for review and approval, depending on any feedback from Apple or Google. Plan for 4-6 weeks from signup to having all three platforms (web, iOS, Android) live. Higher-tier plans like Expand include submission support to accelerate this process.

What happens to my app if I downgrade or cancel my Passion plan?

If you downgrade to a plan that doesn't include native app support, your iOS and Android apps will be removed from app stores, but your web app remains accessible. If you cancel entirely, members lose access to all platforms. Export your member list and content before canceling to maintain ownership of your data.

What is IAP (In-App Purchase)?

IAP refers to purchases made directly within your iOS or Android app through Apple's App Store or Google Play Store. These transactions are processed by the app store provider, which retains 15-30% as a commission. IAP offers convenience for mobile users but comes with higher fees compared to web checkouts processed through PassionPayments or external gateways.

What is tool sprawl?

Tool sprawl describes the fragmented technology stack many creators use before consolidating into an app platform. Typical sprawl includes separate tools for courses (Teachable, Thinkific), community (Facebook Groups), payments (Stripe links, PayPal), email (ConvertKit, Mailchimp), and video hosting (Vimeo, YouTube). This creates support burden, data silos, and higher combined costs. Passion consolidates these functions into one branded app environment.