About Healofy: Empowering Mothers at Every Step
Healofy is India’s leading full-stack maternity platform, designed to support women from the moment they begin trying to conceive, right through to their child’s second birthday. Rooted in a content and community-led commerce model, Healofy offers personalized, expert-led content and communities tailored by geography, language, and life stage.
With over 22 million pregnancy journeys supported across India, Healofy has emerged as a trusted partner for mothers navigating the physical, emotional, and mental changes of maternity. Their app-first approach ensures daily engagement through curated content, peer communities, and highly specialized digital and physical products.
The Challenge: Converting Trust Into Transactions
After four years of building a deeply engaged user base through content and community, Healofy took a bold step—monetization. But transitioning to commerce brought a fresh set of challenges:
- Reliability of Payments: With 85% of orders initially being Cash on Delivery (COD), operational inefficiencies and return-to-origin (RTO) costs were high.
- Subscription Complexities: Digital programs like personalized nutrition, yoga, and mental well-being support required seamless, recurring payments—something native app subscriptions (via Play Store or App Store) didn’t adequately enable.
- Checkout Drop-offs: Healofy needed high-conversion payment experiences. Every dropped checkout translated into a loss of user trust and hard-earned engagement.
The Solution: A Full-Stack Razorpay Integration Across Use Cases
To power its digital commerce engine, Healofy turned to Razorpay. What began as a need for a robust payment gateway quickly evolved into a multi-product adoption journey.
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One-Time Payments (D2C Commerce)
Razorpay’s Payment Gateway powers all prepaid orders on Healofy’s app and website, resulting in a steady rise in prepaid share from 15% to over 40%, dramatically reducing COD-related leakage.
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Recurring Subscriptions (Digital Services)
Healofy leveraged Razorpay’s Autopay (UPI Autopay and cards) to enable seamless monthly subscriptions for premium digital programs like personalized diet charts, maternity yoga, and postpartum counseling. While recurring digital program subscriptions revenue is 15% of topline, it contributes a significant 20–22% of bottom line thanks to better user experience.
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Boosting Checkout Conversions (UPI Intent)
To optimize their conversions further, Healofy switched from UPI Collect, an outdated experience that required manual user entries, to UPI Intent, a seamless redirection to UPI Apps, and saw a 10% lift in checkout conversion rates, rising from 35–36% to 45–46%.
- Seamless Digital Journeys (Payment Links & Pages)
For live services like demo classes, Healofy used Razorpay Payment Links via WhatsApp automation to nudge users toward conversion. For self-serve digital services, Razorpay Payment Pages were integrated directly from product CTAs, providing a frictionless, mobile-first checkout experience.
What’s Next: Scaling the Vision with Razorpay
As Healofy expands its footprint in North America and strengthens its presence in Southeast Asia, Razorpay will continue to be a critical partner in enabling seamless, trustworthy digital transactions. The team is also exploring deeper analytics integrations and custom checkout flows tailored to new use cases.
Interested in Razorpay’s offerings? Chat with a product expert now.
