Evernote's Price Overhaul Rests on 200 Experiments
Evernote is retiring its Personal and Professional plans for Starter and Advanced. In Japan, the post-2023 Personal price was 9,300 yen a year and Advanced is 17,899 yen, about 1.9 times as much.
1 source Nov 2
Reporting from 1 source: GIGAZINE.
Why it matters
Bending Spoons is not repricing by guesswork: its own figures show limits and plan redesigns steering users toward paid contracts, with 51% of 2025 conversions triggered by hitting usage caps.
Key Facts
- Evernote is discontinuing its Personal and Professional plans and moving users to Starter and Advanced.
- In Japan, the Personal plan after the 2023 price revision cost 9,300 yen a year, and Advanced costs 17,899 yen a year, about 1.9 times as much.
- The Starter plan costs 7,099 yen a year and limits users to 1,000 notes and 20 notebooks.
- Bending Spoons acquired Evernote in January 2023 and ran more than 200 experiments from 2023 to 2025.
- Bending Spoons said 51% of 2025 transitions to paid contracts were triggered by reaching usage limits, and average revenue per monthly active user rose 2.5 times from 2022 to 2025.
Starter costs 7,099 yen a year with limits of 1,000 notes and 20 notebooks. Bending Spoons, which acquired Evernote in January 2023, ran more than 200 experiments from 2023 to 2025.
Bending Spoons told the U.S. Securities and Exchange Commission that Evernote customers averaged 7.2 years of use when it bought the company in January 2023, and cited the high contract renewal rate that came with them. Since then it has set free accounts at 50 notes and one notebook (December 4, 2023), opened task management and calendar integration to free users, and tested price and plan changes against usage data. Average revenue per monthly active user rose 2.5 times from 2022 to 2025, per the company.
Written with AI by Yomimono from the 1 cited source below, including Japanese-language reporting where cited. See our editorial policy.
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