Post-call · Nov 2026

Built for Anna.
Built for Vivid Vault.

Prepared for Anna Smith, RN, MPH

Anna, on November 9 you told Janet We don't have any users yet. You need 200,000 a year to be able to survive, and that’s without my salary. HealthX import lands at the end of December, two months at best, so the plan is to have ads live the first week of January 2027 and nothing spent before then.

This page is the research Janet promised: what the caregiver feed runs on Meta, what caregivers say in their own words, how we’d price the app, the math to $200K, the January plan, and our pricing.

The whole family, on one plan, from January.
Pricing your app → See the 14 ads
Your numbers, from the November 9 call
0 users8 downloads, and most of them are us
$200K / yrto break even, with no salary for you
End of DecHealthX record import, two months at best
Jan 2027ads live the first week, a first read in 72 hours
Next: Monday, November 16, 1 PM Eastern (11 AM Mountain) with Will and Janet. We’ll go through this page and the pricing with you then.
The caregiver feed · Meta Ad Library, November 10, 2026

The apps you compete with run 0 ads on Meta.

We pulled every active US ad from the brands a caregiver sees in her feed, plus the apps you named on the call. Guava, Primary Record and the other records apps have no ads running. The money goes to home care, “get paid to caregive” Medicaid programs and devices for aging parents. Only three apps like yours run more than a handful of ads: Caring Village, Thinkspan and CaringBridge.

Active Meta ads, by brand

Every ad live in the US on November 10. Counts are rounded where the library shows many variants of one ad.

Home Insteadin-home senior care~370
Samcompanion device~240
Careforthpaid family caregiving~195
Care.comcare marketplace~170
Papacompanions for seniors~91
Thinkspanencrypted vault app~65
ElliQcompanion robot~64
A Place for Momsenior living referral~60
Caring Villagefamily care app~23
CaringBridgefamily update pages~10
MedFiles.airecords vault app2
Guava, Primary Recordrecords apps you named0
Vivid Vault0
Your brandApps like yoursServices and devices
Meta Ad Library, active US ads, pulled November 10, 2026. Fasten Health, PicnicHealth, ianacare, Carely, Lotsa Helping Hands and Seniorly also show 0. Kangaroo Health has no Meta page we could find.

What nobody in the feed is running

Every eldercare ad shows one adult daughter and one parent, and almost every one says “you don’t have to do it alone”. These are the gaps the 14 spec ads go after.

  • 1The whole household on one screen. A parent, a child with a chronic condition and a spouse, in one place. That’s your family plan, and no ad shows it.
  • 2The parent of a medically complex child, on the medical side. Undivided reaches these parents, but only about school.
  • 3Discharge papers turned into a to-do list. Nobody advertises it.
  • 4Telling the history once. Undivided owns Explain your child once, not five times. for schools. Nobody says it for doctors.
  • 5Walking in with proof. No caregiver ad uses symptom tracking like PROMIS to get a doctor to listen.
  • 6A nurse as the founder. Sam’s founders are students, and no app in the feed has a nurse behind it.
  • 7Who sees what. Thinkspan sells privacy with no caregiver in it. Nobody sells a sibling seat that can look but not edit.
  • 8A founding-member price. Nobody runs a waitlist, a launch offer or a locked rate.
Caring Village

The closest app to yours, and it shows its prices.

~23 live ads · all started since October 8

A push timed to National Family Caregivers Month. Mostly vertical video of a stressed daughter, plus statics with app screens (“Any updates on Mom?”). The offer is a free tier and annual plans “start at $134.99”, ending November 30, plus a $199.99 gift year.

Thinkspan

A year-old privacy ad, still running.

~65 live ads · oldest from November 26, 2025

“End-to-End Encrypted Vault” has run for almost a year, the longest-running ad in the set. Dark phone screens, privacy first, no caregiver framing at all and no price.

Home Instead, Careforth, Sam

Where the volume is.

~800 live ads between them

Home Instead uses the sibling line word for word: “I do everything for my parents. My brother does nothing. And he’s still their favorite.” Careforth leads with a dollar figure (“up to $1,500/month”). Sam started about 240 ads since October 24, ahead of Black Friday. Your buyer already sees these.

MedFiles.ai

The one newcomer in your exact lane.

2 live ads · launched November 8

“Never Lose a Medical Record Again” and “Start your free trial today, no card required.” Family profiles, upload or scan your own email. Small, but worth watching.

The January ads sell what nobody in the feed does: a family’s medical records, turned into what to do next.
See the 14 ads →

Source: the public Meta Ad Library, active US ads, scraped per advertiser page on November 10, 2026, plus one AdLib comparison on Caring Village. Meta shows start dates but not spend, so an old start date is a rough sign that an ad works, not proof.

What caregivers say · in their own words

Caregivers say Mom and Dad.

We read 519 posts across 57 threads on the AgingCare caregiver forum and 4,469 App Store reviews of 14 health and caregiving apps. Every quote below is copied as written, typos included. Every competitor ad says “loved one”. The people writing these almost never do.

Running everyone’s care
“I manage several medications for me, my husband, and several kids.”
App Store review of Medisafe, November 2017
Siblings
“The local brother contributes almost nothing, the far away brother even less.”
AgingCare caregiver forum, agingcare.com/471100
Home from the hospital
“My husband left the hospital with 19 prescriptions, including an infusion, after a 5 week stay”
App Store review of Medisafe, June 2018
Repeating the history
“My brother and I once spent an hour in mom’s hospital room detailing mom’s med list to the admitting nurse.”
AgingCare caregiver forum, August 2023. The next day, she writes, her mom had been given “NOTHING.”
Being believed
“It even helped when I tried advocating for myself at the doctors with proof I’m not being dramatic.”
App Store review of Bearable, August 2024
Records everywhere
“It is crazy that I need 3 different logins for 3 different doctors”
App Store review of MyChart, November 3, 2026
A medically complex child
“I have an infant daughter who is on 3 different multiple times per day medicines.” “I cannot be the only one responsible for her meds 24/7”
App Store review of Medisafe, August 2020
The job
“I quit a job to care for my dad and boy did I ever regret it.”
AgingCare caregiver forum, November 2014

Sources: AgingCare.com caregiver forum (public threads, permalinks kept in our research file) and Apple’s public App Store review feed for CaringBridge, Medisafe, MyChart, Guava, Caring Village, Tidy Health PHR, CareClinic, Bearable, Lotsa, ianacare, Thinkspan, Caily, KangarooHealth and CareTree. Pulled November 10, 2026.

What we heard on the call

Four things you said, and what we’d do.

Your words from November 9, and what the work does about each one.

The target
“200,000 a year to be able to survive. Great. That's not with my salary. I have no salary.”
Anna, on the call

So the number we work to is paying families. Below, we turn $200K into how many families have to sign up each month at three different prices, and what that means for what an ad can cost.

What gets reported
“Everybody wants to tell me about impressions, but what the heck does that even mean?”
Anna, on the call

The Limonata campaign delivered half a million impressions at a time when nobody could download the app. We report installs, trial starts, paying families and the cost of each paying family. Impressions don’t go on the dashboard.

Who the ads sell to
“we want as many family members on as possible ... it only works as good as the data we get.”
Anna, on the call

Five of the 14 ads are written for the person running the whole family’s care, and none of them sells the individual plan. Janet said it on the call: our whole entire funnel needs to be based on these caregivers, not the actual patients themselves. The pricing below makes the family plan the obvious choice too.

Timing
“A lot of them are saying that because otherwise they have to scan in their own medical records and they don't want to have to do that.”
Anna, on the call

That’s why nothing gets spent before HealthX. You, Mateen and Janet agree on it. The ads go live the first week of January 2027, the week records can come in. The two spec ads that lean on the import say “January” on the art.

No founder on camera. You called being put in front of the camera the nightmare I dream of, so none of the 14 ads shows your face. One uses your RN credential as a handwritten note, and only with your OK on the wording.

One thing to sort out before any ad runs. Your site footer carries a HIPAA badge on every page, while your privacy policy says the health information people store “is not governed by” HIPAA. The ads use what the privacy policy supports: encrypted in transit and at rest, you choose who sees what, and Vivid Vault never sells your information. None of them makes a HIPAA claim. Worth a look with whoever handles your legal pages.

Pricing your app

What families pay for apps like yours, and what we’d charge.

You told Janet I'm not set on the pricing. So we checked what every comparable app charges, read the subscription data for health apps, and worked out what it takes to reach $200K a year.

This is our recommendation, and the decision is yours
AppMonthlyAnnualFamilyGets your records for you
Caring Villagefamily care hub$14.99 to $24.99$149.99 to $249.99Up to 50 members on the top planNo, you upload
Primary Recordfamily health record$16$156A profile per family memberPortal sync, you log in to each portal
Guava Healthpersonal health recordFree, Premium $8$78Family plan, price not publishedPortal sync, on the free tier
Undividednavigation for kids with disabilities$19$149HouseholdNo, you upload
MedFiles.airecords vault$2.99, family $4.99$29.90, family $49.90Up to 10 profilesNo, it scans your email and drives
PicnicHealthdone-for-you recordsNot offered$499, one personNo family planYes, they collect them
Vivid Vault, as plannedfrom the call$24.99, family $49.99None yetUp to 4, then $9.99 each; $4.99 view onlyFrom January, through HealthX

Prices read from each app’s pricing page or App Store listing on November 10, 2026.

The market sits at $5 to $25 a month.

And $30 to $250 a year. The top family tier in the set is Caring Village at $24.99 a month. Your family plan at $49.99 is twice that.

Getting the records is what earns $49.99.

The only app near your price is the only one that fetches records for you: PicnicHealth, $499 a year for one person. HealthX import for a family of four is what holds your price up. Without it, Primary Record at $16 wins.

Most apps let family in for free.

Caring Village, Primary Record and Medisafe all let family members in at no extra charge. Nobody in the set charges a monthly fee for a view-only seat. Annual plans run 17% to 35% below 12 months of monthly.

What we’d charge

Keep the family price, add annual plans, cut the individual price and make caregiver seats free. Lead every ad and every paywall with annual Family, shown per person.

PlanMonthlyAnnualAnnual works out to
Familyup to 4 people$49.99 (keep)$399$8.31 per person a month, 33% off monthly
Individualdon’t advertise it$19.99 (down from $24.99)$149$12.42 a month
Each member from the 5th$9.99 (keep)$79$6.58 a month
View-only caregiverFree. Unlimited on Family, 2 on Individual.
Founding Familyfirst 300, January only $299, locked for as long as it renews$6.23 per person a month
1

Sell annual Family, shown per person.

$399 a year is $8.31 per person a month, about what Guava Premium costs for one person, with records for four. $49.99 monthly stays as the anchor. Mateen’s right about annual: a monthly family brings in about $302 in its first year once you count cancellations, and an annual family pays $399 up front.

2

Cut Individual to $19.99 and keep it quiet.

At $24.99 it’s three times Guava Premium for one person. At $149 a year, two people on Individual cost $298 and Family covers four for $399, so anyone adding a second person picks Family.

3

Make the caregiver seat free.

No competitor charges for it, and at $4.99 it would bring in under 4% of revenue. Every sibling who sees Mom’s reminders inside Vivid Vault is a warm lead for their own family plan. It also gives people a reason to trust the app with who sees what.

4

A 14-day free trial on annual, then pay.

RevenueCat’s 2026 report: apps that ask for payment after a trial turn 10.7% of downloads into paying users by day 35, against 2.1% for apps with a free tier, with about the same retention a year later. With five months of runway, 14 days gets cash in sooner than 30.

The founding-family offer, January only
300 × $299a year

If all 300 spots fill, that’s $89,700 before Apple’s cut, about $76,245 after its 15%, collected in January. That’s about 38% of the year’s target before anyone has had a chance to cancel.

  • Build the list in December with no ad spend, then open it the day HealthX import goes live. Janet floated founding members on the call: we can make it something that seems exclusive.
  • $299 a year, locked for as long as the family renews, unlimited free caregivers and a Founding Family badge in the app.
  • Capped at 300 so the locked rate stays a small share of revenue later. You set the number.
  • One thing to square up: your App Store promo text says “Free through December 2026 for our first 100 members.” The two offers shouldn’t contradict each other.
What would break this: if HealthX import slips past January, or works for only some providers, $49.99 and $399 don’t hold against Primary Record at $16 a month. Then we’d price Family at $24.99 a month or $199 a year until import is live, and hold the founding offer until it is.

The math to $200K a year

We’ve read $200K as money in your bank after Apple’s 15%, so the target is $235,294 in sales during 2027. Three ways to get there. Each shows how many new paying families (or individuals) have to join every month from January to December.

A · Our prices

Recommended prices, most people pick annual

73new paying accounts a month
Paying accounts in 2027
876
Installs a month
about 2,520
Collected by Dec 31
$200,804 net
On annual plans at year end
569

70% Family, 30% Individual, 65% on annual (the usual share for health apps).

B · Your current prices

$24.99 and $49.99, monthly only

123new paying accounts a month
Paying accounts in 2027
1,476
Installs a month
about 4,240
Collected by Dec 31
$201,428 net
On annual plans at year end
0

Half Family, half Individual, $4.99 caregiver seats on. Monthly subscribers cancel faster, so it takes 68% more families than A.

C · Our prices + 300 founders

Founding families first, weaker uptake after

56new paying accounts a month, plus 300 in January
Paying accounts in 2027
972
Installs a month
about 1,930
Collected by Dec 31
$200,438 net
On annual plans at year end
602

60% Family, 40% Individual, only 45% on annual, and more monthly cancellations than A. The founders bring a third of the year’s cash in month one.

~35installs per paying account

The median health app turns 2.9% of installs into paying users. So if an install costs $3, a paying account costs about $103. Janet’s target on the call, about $25 per paying user, needs installs well under $1 or a funnel converting in the top quarter of health apps. We don’t know your install cost yet. We’ll have a real number within 72 hours of January spend.

Month 1payback on annual

Annual matters for the ads too. A family on annual pays $399 the day it joins, so even a $100 to $170 cost per paying family pays back in the first month. A monthly family takes three or four months to pay back the same cost.

How we worked it out: monthly subscribers cancel at the rate in RevenueCat’s State of Subscription Apps 2025 (17% of monthly subscribers still paying after a year). Families join at the same pace every month of 2027, and trial weeks aren’t counted. The share of installs that become paying users (2.9%) and of free trials that become paying (37.7%) are RevenueCat’s 2026 medians for health and fitness apps. Apple’s cut is 15% under its Small Business Program. About 44% of annual subscribers renew after a year, so $200K has to be earned again in 2028. Paying through the web instead of Apple would cut the fee, but we haven’t counted that here.

The January plan

No ad spend in December, and ads live the first week of January.

This is the timeline Janet laid out on the call. In her words, you hit the ground running in January.

  1. Monday, November 16
    Will and Janet walk you through this page

    The competitor read, the caregiver research, the app pricing and the 14 spec ads. 1 PM Eastern, 45 minutes.

  2. December
    Founding-family list, no ad spend

    If you want the founding offer, the list gets built in December with no paid ads. Nothing gets spent on Meta before HealthX.

  3. Last week of December
    The contract starts, with a week of onboarding

    A week of onboarding with us, so the first ads are built on your app, your brand and what we found here.

  4. Seven business days
    The first ads and landing pages are ready

    Built on the gaps above: the whole family, discharge papers, the sibling who wants to see, the parent of a medically complex child.

  5. First week of January 2027
    Ads go live, the week records can come in

    Every ad that depends on the import runs only once it works. Founding families can join that same day.

  6. 72 hours in
    The first read

    Janet on the call: we'll be able to tell within about 72 hours of running ads. What’s getting installs and paying families gets more budget, and what isn’t gets cut.

The dashboard counts paying families.

Janet: There's no way that I'm not tracking numbers and that you won't see the numbers. You’ll see these every day, and they add up to the $200K math above.

Installs and signupsby ad, by day
Trial startsand how many turn into paying
Paying familiesannual and monthly, against the monthly target
Cost per paying familythe one number each ad gets judged on
Impressionsleft off on purpose

Hospital-employee targeting to warm up Mateen’s partnerships came up on the call. That’s his call, so it isn’t in this plan.

Proof

Same method, other accounts.

Three SelfMade accounts. The same method we’d run for you: the buyer first, then the angle, then the format, and the numbers on a dashboard you can see.

New buyers, layered on
One client we started with in June, they were spending 200K a month ... now they're at 1.2 million a month.
Will, SelfMadeThe growth came from finding two or three new kinds of buyer and layering them on top of what already worked.
A winner nobody was using
the first thing we did is do a bunch of gut health ads. And like, what do you know? They worked.
Will, SelfMadeA protein brand that had stopped running gut health ads two years earlier. Tagging every ad they had ever run surfaced it, and the first briefs went straight back to it.
An app, tracked every day
she exported her data into an Excel sheet every single day for me. And then we put that into a dashboard
Janet, on the November 9 callAnother app-based client. The dashboard showed conversion rates and landing pages at a glance, the same setup we’d build for Vivid Vault.
Naked Nutrition static adNaked Nutrition Autobrush static adAutobrush Mejuri static adMejuri Nutriseed static adNutriseed Wand static adWand Berkeley Life static adBerkeley Life Fable static adFable Grubhub static adGrubhub
See all 120 pieces across 43 brands, statics and motion →
Our pricing

Four packages, and the slider picks one.

This is our standard pricing, the same as selfmade.co. Slide to a monthly Meta ad spend and the package snaps to match: Starter from $30K, Pro from $60K, Scale from $100K, Velocity from $150K.

Your January budget will start well under $30K while the app finds its first paying families. On the call, Janet suggested at least $100 a day to start. We’ll go through how that works, and which package fits, with you on November 16.

Every package includes the full process: gap-analysis briefs, PAE testing across 100+ formats, grading on every ad before delivery, the weekly cadence, a dedicated Slack channel, and the insights dashboard with persona heatmaps and winner clusters. No extra cost.
Your monthly Meta ad spend
$30K/ month
Slider at $30K / mo
$30K $60K $100K $150K $200K $250K
Your package
Starter
Serious volume
$6,000/ mo
For $30K to $60K / mo in ad spend
8 unique concepts a week32 net-new ads a month
Your package
Pro
The Andromeda sweet spot
$9,000/ mo
For $60K to $100K / mo in ad spend
14 unique concepts a week56 net-new ads a month
Your package
Scale
Built to scale
$15,000/ mo
For $100K to $150K / mo in ad spend
30 unique concepts a week120 net-new ads a month
Your package
Velocity
Higher velocity and volume
$20,000/ mo
For $150K to $200K / mo in ad spend
45 unique concepts a week180 net-new ads a month
A concept is an entirely new ad, not a hook alt or an iteration of an existing one. 1 concept = 1 static; trade 6 statics for 1 scripted video, mixed any way inside your monthly total.
Add-on · media management
+$2,100/ mo (7%)

We run the buy

Done-for-you media buying with a custom MER dashboard. App-install campaigns for each new buyer we test, and spend moved to the ads that bring in paying families. 7% of monthly spend.

Add media management
Add-on · media consulting
+$1,000/ mo

Media buying consulting

A review with our media team every two weeks. We plan the account with you and your team keeps running it.

Add media consulting
Add-on · landing pages
+$3,000/ mo

Landing page creative + management

We design, build and iterate landing pages against the winning ad concepts, so someone who clicked the discharge papers ad lands on a page about exactly that, with the App Store button right there.

Add landing pages
Your proposal total
$6,000/ month
STARTER · 8 CONCEPTS / WEEK
Month-to-month. Cancel anytime. First retainer billed only after the kickoff call.
↑ Above $200K a month? Custom pricing: a dedicated team, white-glove production, MER and PAE built to your stack. For a January launch you start at the low end, and the package moves up only as paying families justify more spend.
Next step

Monday, November 16, 1 PM Eastern.

That’s 11 AM your time. Will and Janet go through this page with you in 45 minutes: the feed, the caregiver research, the app pricing, the math to $200K and the January plan. The 14 spec ads are on the work page, with the items we’d confirm with you before any of them runs.

Email Will with questions before Monday → See the 14 ads