WikiSleepInvestor Update · November 2026

First the foundation.Now fuel.

We spent ten months building the engine. In the last seven weeks, it started to run.

This year we put the systems in place to grow on purpose. Since late September, every number that matters has been moving the same way: up and to the right, faster.

+230%

MRR since January

5×

Daily sales, up more than five times on six months ago

+41%

Sales in the last 28 days, a record window

2.5×

Conversion of new users to paying subscribers in October

Monthly Recurring Revenue, 2026 Year to Date

JanMarMayJulSepNov$672MRR, January$2,200MRR today
MRR +109% from July to OctoberAnother +10% in four days of NovemberRecord 28-day sales: CA$3,410Apple proceeds +67% in October64 new paid subscribers in October500 people in partner trialsChurn down two months running
Chapter 1 · Jan–Apr

We fixed the plumbing before turning on the tap.

Our subscribers already loved WikiSleep. What we couldn’t do yet was see which marketing worked or scale it with confidence. So we did the unglamorous work first.

  • GuessworkFull attribution: every trial traced back to its source.
  • One-off campaignsSystems to run, read and repeat growth experiments.
  • A clunky first nightA rebuilt product experience for new listeners.
  • One channelPaid, partners and organic now working together.
Chapters 2 & 3 · May–Now

Then the curve bent.

Growth levelled off over the summer, as sometimes happens. Then a dedicated growth lead joined in late September, and MRR has climbed about 50% since, on steady ad spend.

FOUNDATIONFIRST PROOFACCELERATION$0$0.5k$1k$1.5k$2k$2.5kJanFebMarAprMayJunJulAugSepOctNovGrowth lead joins$2,200MRR today$672$1,053/wkAd spend, 4-wk avg
  1. 1
    Jan–Apr

    Foundation

    Attribution, systems and a better product experience. Steady, modest growth while the groundwork went in.

  2. 2
    May–Aug

    First Proof

    Paid acquisition starts working. MRR crosses $1,000 in July, then plateaus while we learn what scales.

  3. 3
    Sep–Now

    Acceleration

    A growth lead joins. $1,000 to $2,000 took about three months. The next 10% took four days.

Weekly MRR against Meta ad spend as a 4-week average, CA$.

The Proof

Same spend. Five times the return.

Since early September, MRR is up 48% while average weekly ad spend is up just 2%. The growth is coming from smarter targeting, better conversion and new channels, not from spending more.

Every Ad Dollar Is Working Harder

New monthly revenue as a share of ad spend, trailing 4 weeks

0%2%4%6%8%10%Aug 9Aug 30Sep 20Oct 11Nov 11.5%9.8%

Record New Subscribers

New paid subscriptions per month, 2026

21Jan14Feb9Mar23Apr15May13Jun37Jul33Aug53Sep64Oct
+67%

Cash, Not Just Metrics

App Store proceeds grew 67% from September to October, with units sold up 57%. That’s money paid to us after Apple’s fee.

+284%

Android Is Catching Up

Google Play revenue rose 284% on the previous 30 days, so growth isn’t tied to a single platform.

The efficiency rate is blended and includes organic growth. The final-week dip is timing: late-October trials convert to paid in early November.

October

Fewer downloads. More subscribers.

In October we pointed the same ad budget at people more likely to subscribe. Downloads fell by half. Paying subscribers went up. That’s a smarter funnel, not a slowdown.

−52%

New users, September to October

+21%

New paid subscriptions over the same month

2.5×

Share of new users becoming paying subscribers, from about 2.5% to 6.4%

Unit Economics

Cheaper to run. Better at keeping people.

  • ~$33

    Cost per Trial Start

    Efficient top of funnel, with attribution behind every dollar.

  • +19%

    Revenue per Subscriber

    MRR per active subscription rose over the year, so growth isn’t coming from cheaper plans.

  • <9%

    Churn Target

    Specific retention work is underway to bring monthly churn to target.

Churn Is Turning the Corner

Monthly churn has fallen two months running since its August peak.

Target <9%13%Aug12%Sep11%Oct
What’s Coalescing

Three engines. One direction.

Growth no longer hangs on a single lever. Each channel feeds the others, and all three are still early.

Paid Acquisition

Working and getting more efficient every month, with clear attribution behind every decision.

Scaling
B2B Partnerships

Wellness, subscription-box and hospitality partners are opening a second channel. About 500 people are in partner trials right now, and partner trials convert at around 40%. This group starts converting toward the end of January.

~500 in trial
Organic Growth

Dedicated, talented people now running social content and landing pages.

Ramping
The Ask

Fuel the fire.

We’re raising a $100,000 bridge to pour fuel on an engine we now understand. Our models show a clear path to profitability within about a year.

  1. 01

    Scale Paid Acquisition

    Step spend up in stages and prove efficiency holds as we grow.

  2. 02

    Improve Retention

    Bring monthly churn down to our 9% target.

  3. 03

    Build the Second & Third Channels

    Grow partnerships and organic content alongside paid.

Talk to Adrien →

Adrien Sala, Founder & CEO · adrien@wikisleep.com

WikiSleep

Figures as of early November 2026, in Canadian dollars. Sources: RevenueCat (MRR, subscriptions, churn, sales) and Meta Ads Manager (ad spend), App Store Connect (proceeds after Apple’s fee) and Google Play Console (gross revenue). Sales include annual plans paid upfront, so they run ahead of MRR.