Superwall Ships! 2025 Year in Review

Overview

Today, Nick hosted the Superwall Ships! webinar, covering recently released features in Superwall with focus on three key areas:

• What happened in the mobile world at-large in 2025
• What worked in experiments over the year
• What shipped across 2025

What happened in mobile in 2025

This year saw significant industry changes:

• April ruling: A court ruling allowed business outside of the App Store in iOS apps, currently applying to the United States.
• October ruling: A similar conclusion was drawn with Google Play, enabling transactions outside Google Play APIs in the United States since October.
• AI: Vibecoding and autonomous coding agents took off, with the landscape continuing to evolve quickly.
• UGC: User generated content remained a massive topic in marketing and user acquisition.

What worked in conversion trends

Across hundreds of experiments, several conversion strategies proved particularly effective.

• Multi-page paywalls: These continue to drive conversions by telling stories, priming users, or easing trial anxiety through reminders.
• Purchase page design tests: Moving beyond simple three-bullet-point designs yielded positive results.
• App to Web: Checking out in web increased revenue for some customers, but generally decreased initial conversion rates.
• Trial paywall design: These won nearly every test, hypothetically because they give users control over trial terms.
• Price personalization: Using available data points to present targeted products proved to be a powerful conversion booster.

Marquee product updates

Payments

• Web to Web: Shipped web checkout links with full Superwall features including experiments, tests, and audience filtering.
• App to Web: Launched app to web flows allowing links out from the App Store.
• Stripe payment sheet: Improved the design to feel more native on mobile, reducing initial conversion impact.
• Transaction abandon support: Extended transaction abandoned campaigns to the Stripe payment sheet.
• Paddle support: Added support for Paddle as a web checkout vendor.

Paywall additions

• Navigation element: Enables onboarding flows, multi-page paywalls, and more.
• Slides: Configurable carousels with progress indicators.
• Drawer modals: A smooth, native-feeling component for exit offers and product revelation.
• Popup presentation: A flexible option for one-time offers and attention-grabbing news.
• AI Localization: Support for hundreds of languages with minimal effort.
• Rating request prompt: Easy addition of rating or review requests from any paywall.
• Copy and paste dynamic rules: Simplified copying of complex conditional rules across paywalls.

Campaigns

• Entitlements matching: Simple support for upgrades, downgrades, and crossgrades.
• Subscription status filters: Trivial targeting of users by subscription status (e.g., trial cancelled, auto-renew disabled).
• New filters: Device tier, country code, and additional targeting options.
• Occurrence based filters: Triggers based on the number of actions within specific timeframes.

Charts

• New revenue charts: ARPU, MRR, LTV, auto renew, and ARR metrics added for free.
• More filters and breakdowns: Charts segmentable by various properties and user metadata.
• Android revenue tracking: Full support for Android in charts and revenue tracking.

Integrations

• Webhooks: Enable server logic management and full insight into app events.
• Analytics integrations: Mixpanel, Adjust, and several other options added.
• Communications pipelines: Integration with popular communication tools like Slack.

Quality of life

• Refund protection: Allowing you to be in full control of how refund requests should be handled.
• Team roles and permissions: Complete control over who sees what when inviting team members.

Superwall as a whole

• Major docs overhaul: Rebuilt docs architecture with SDK-based segmentation.
• MCP: Superwall MCP for SDK integration with direct documentation access.
• Paywall experiments: In-house trained AI for paywall experimentation, available free.
• iOS app: Released an iOS client app with transaction notification support.
• Swift backports: Tools for iOS developers supporting previous iOS versions with new APIs.
• The Superwall Podcast: A growing resource for growth trends and industry insights.
• New Pricing: Incentive-based pricing using monthly attributed revenue.

Superwall grew from 10 to 17 employees during 2025.

What's coming in 2026

• Onboarding: First-class support for dynamic, testable, updatable onboarding flows.
• iOS Introductory Offer Overrides: Manual control over user offer eligibility.
• App to web parity: Paid intro offers, winback discounts, and offer codes.
• Demand score: A feature only Superwall can build, combining data, scale, engineering, and AI.
• Figma to Superwall plug-in: An integration nearly ready for release.
• New charts: Retention, churn, proceeds per paying user, and subscriber movement charts.
• Apple Retention Messaging: Integration planned for Apple's official launch.

Final thoughts

The company emphasizes readiness to handle new developments and build the necessary tools for growth while pioneering new paywall tests.