Evernote has significantly increased its subscription costs since being acquired by Bending Spoons in 2023. Some users now pay $250 annually, compared to previous rates of $130. The top-tier pricing is now more than 3.3 times higher than in 2023 and 10 times the cost of annual subscriptions offered between 2008 and 2016.
Bending Spoons utilized over 200 experiments between 2023 and 2025 to test pricing and subscription tiers. These changes, combined with product updates, resulted in the average revenue per monthly active user in 2025 being 2.5 times higher than in 2022. The company also implemented usage limits, which accounted for 51 percent of subscription conversions in 2025.
The acquisition strategy focused on monetizing Evernote’s 200 million accounts. While new user registrations declined by 23 percent in 2021 and 2022, they grew by 29 percent in 2024 and 20 percent in 2025. Following layoffs in July 2023, the company reported reaching record profitability by November 2024.
Other software services have also implemented major price adjustments. Plex increased its lifetime pass price from $75 in 2012 to $250 today, marking a 525 percent increase since March 2024. Additionally, Inkdrop doubled its subscription fees in 2024, moving from $5 to $10 per month, or $50 to $100 per year.
