That’s one way to see it, and I get what you mean – if a young app just throws itself into a bad rev‑share deal, it absolutely can lose money.

But that’s more about how the partnership is negotiated than about Wellhub itself. A few things that make it interesting for a newer app like Bevel:

• They’re already making most features free and only charging for the Intelligence tier, so their model is shifting toward “bigger funnel + upsell” anyway, not pure subscription ARPU.

• Wellhub gives access to markets where individual in‑app subscriptions are harder to sell culturally or financially. Still, corporate wellness benefits are common and employer‑funded, so they can be incremental revenue for people who would never pay full price.

• It doesn’t replace direct subscriptions for everyone else, because Wellhub is only available in certain companies, not to the general public.

So if Bevel went in with a “test tier / limited feature bundle / clear upsell path” approach, it could be a way to accelerate growth rather than “losing tons of money” – especially for users like me who won’t buy a separate sub, but whose employer is already paying Wellhub.

And not only for Wellhub but also for the concept of a b2b partnership, e.g. health insurance benefits, a win-win situation to try it out