Endel onboarding screen 13: Attribution survey: 'how did you discover Endel' with channels like ads, podcasts, app store

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Attribution survey: 'how did you discover Endel' with channels like ads, podcasts, app store. This is self-reported marketing data for them, not personalization for you. Putting it up front gets the answer while attention is fresh.

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Endel onboarding screen 15: Consent priming before the iOS tracking prompt

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Consent priming before the iOS tracking prompt. They reframe tracking as helping others ('reach the right people through ads'), so the system dialog on the next screen feels like a favor instead of surveillance. This is how you lift ATT opt-in.

Endel onboarding screen 16: The actual ATT prompt, fired right after the priming screen

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The actual ATT prompt, fired right after the priming screen. Pairing the soft-sell screen with the system dialog is the standard way to push tracking opt-in above Apple's default rate.

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Endel onboarding screen 19: Goal setting: focus, sleep, or mental wellness

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Goal setting: focus, sleep, or mental wellness. This routes the rest of the onboarding (I picked sleep and got a sleep quiz and a sleep paywall). 'The choice will not limit your Endel experience' lowers the stakes so people commit to an answer instead of stalling.

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Endel onboarding screen 21: A social proof stat dropped between quiz questions

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A social proof stat dropped between quiz questions. '71% of users strongly agree Endel helps them fall asleep' is sleep-specific because I chose sleep. Breaking the quiz with a payoff keeps momentum and reinforces the goal you just picked.

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Endel onboarding screen 23: Sleep hours question with 'or Sync Sleep Data Automatically' via Allow Health

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Sleep hours question with 'or Sync Sleep Data Automatically' via Allow Health. Pulling real HealthKit data makes the personalization feel earned, but it's a permission ask in the middle of the quiz. I'd watch whether the Health prompt drops people here.

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Endel onboarding screen 26: 'We'll help with that' plus 'create a sleep routine with bedtime reminders.' They sell the benefit of…

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'We'll help with that' plus 'create a sleep routine with bedtime reminders.' They sell the benefit of notifications before asking for the permission. Skip sits in the corner so it doesn't block anyone who isn't interested.

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Endel onboarding screen 32: The payoff after the quiz

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The payoff after the quiz. '71% report better sleep' with bullets that match the sleep goal I picked (fall asleep quicker, deep sleep, wake up energized). The personalization paying off right before the ask.

Endel onboarding screen 33: Testimonial wall with 'over 1 million users worldwide' and a long five-star review

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Testimonial wall with 'over 1 million users worldwide' and a long five-star review. Stacking volume proof and a detailed story right before signup and the paywall, when intent is highest.

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Endel onboarding screen 46: The value payoff repeated ('77% report better sleep') right before account setup

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The value payoff repeated ('77% report better sleep') right before account setup. Reinforcing the result a second time, though I'd test whether showing it twice earns its place or just adds length.

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Endel onboarding screen 48: Account setup lands here, after the value and the quiz, with Sign in with Apple and a 'Later' escape

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Account setup lands here, after the value and the quiz, with Sign in with Apple and a 'Later' escape. Good placement: high-intent users save progress, and 'Later' keeps everyone else moving instead of hitting a hard signup wall.

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Endel onboarding screen 54: The paywall defaults to annual ($119.99) with the trial OFF, hidden behind a 'Not sure yet

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The paywall defaults to annual ($119.99) with the trial OFF, hidden behind a 'Not sure yet? Enable free trial' toggle. Making the trial opt-in pushes some people to buy outright, which sends stronger purchase signals to the ad networks. The X up top lets you out.

Endel onboarding screen 55: Flip the toggle and the same annual plan becomes a 7-day free trial, same price reframed as risk-free

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Flip the toggle and the same annual plan becomes a 7-day free trial, same price reframed as risk-free. Letting the user turn the trial on themselves is a small commitment that makes the plan feel like their choice.

Endel paywall with pricing, onboarding screen 57

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All plans view: annual, 3 month, monthly, and a $249.99 lifetime. The lifetime sits at the top of the range and makes the annual look cheap next to it. Classic anchor.

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Endel onboarding screen 61: Close the paywall and you land on a working dashboard, not a blank screen

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Close the paywall and you land on a working dashboard, not a blank screen. Soundscapes are right there to play, so people reach the actual product even without paying. That free taste is what sets up the exit-intent discount and later upsells.

Endel onboarding screen 62: Hit close and you get a second offer: 30% off, annual down to $83.99

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Hit close and you get a second offer: 30% off, annual down to $83.99. Most people never buy on the first paywall, so a discounted second ask catches some of the leavers. Apple limits discount offers, so they frame it as a one-time gift.

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Endel onboarding screen 83: Referral built into the home screen: 'Share Endel for free, help your friends focus, relax and sleep with 14…

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Referral built into the home screen: 'Share Endel for free, help your friends focus, relax and sleep with 14 days of Endel completely free.' Give-a-trial loops lower CAC if even a slice of users share, and putting it where engaged users land is the right spot.

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Endel onboarding flow

Endel pricing and paywall terms

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Endel pricing and paywall terms

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