From being primarily a services company that provided access to nutritionists and fitness trainers anywhere-anytime, HealthifyMe has evolved into a pure-play product company.
With over 10 million users and a consistent 4.6-star rating, India’s largest and most-loved health and wellness app, HealthifyMe has continued to grow beyond the Indian subcontinent.
HealthifyMe needed a payment solution that made two things happen – seamless user experience and the ability to experiment fast. As a universal app, HealthifyMe has already proven to be successful in Singapore and Malaysia.
As we spread our wings across more countries, we are sure that Razorpay is going to be an integral part of that journey as well.
How HealthifyMe uses Razorpay
Razorpay enabled a flawless integration, and the growth engine of HealthifyMe now extensively uses Razorpay as the only gateway. The web vertical is a significant space for HealthifyMe.
We went back to the web because we have a lot of users who we cannot reach through our regular channels of marketing. Razorpay powers 100 percent of our web payments.
Razorpay as the payment gateway powers purchases directly from HealthifyMe’s Facebook and Google ads. The company has noticed a massive increase in conversion rates and has been able to iterate and experiment to learn and fail quickly.
We are hoping that Razorpay will power over 30% of our revenue by March, next year. We are sure that this is one partnership that will last for a long time to come.
Q&A with Anjan Bhojarajan, VP, Growth and Head of Product, HealthifyMe
HealthifyMe is one of the largest and most loved health and wellness apps in India. Could you tell us more about your product and business model?
In terms of product lines, HealthifyMe is a premium app. The business model can be compared with Tinder and Linkedin, who have done well in the freemium model business.
If you go premium, you get access to fitness trainers, workout plans and many more. This is our core business model. We don’t run Ads in our app.
Generally, people work with a nutrition and fitness trainer for 6-12 months. The business has grown, we have built credibility around it over the last five years, probably the only app in India or around the world that has scaled to this level.
The free version of our app has calorie counting. With our workout-tracking, you can check your calorie burns, intake, weight and water consumption, which makes sure that you are hydrated enough.
Tell us about your AI nutritionist Ria. Do premium subscribers get access to this classic coach model?
Ria is our knowledgeable AI nutritionist and has been in existence for the last three years. As part of the coaching plan, Ria helps us with real-time analysis. The feedback from Ria keeps our premium subscribers on track and makes sure they are eating healthy and stay fit.
Meanwhile, Ria learned from the behaviours of trainers and became powerful enough to launch its plans. Courtesy of Ria, our Smart Plan is an AI-powered offering.
We have 10 million users across the world and about 1 million from South East Asia because we went local in Singapore and Malaysia last year.
Why did you choose Razorpay as your payment service provider?
Razorpay has helped us build a whole new business line. The payment service provider powers 100 percent of our web payments.
Razorpay has a great checkout mechanism, helped us educate users about our plans, and the new conversion ratio has been through the roof after the integration.
Integration was flawless. You have the best inline checkout page. Business point of view Razorpay has done wonders for us.