If you’ve ever used an app to track your menstrual cycle, chances are you have used Flo. It is the world’s most popular period tracking app and has grown to over 60 million active users.
Launched in Belarus in 2016 by Dmitry and Yuri Gurski, the app aimed to exploit a gap in the market for women’s health services beyond the basic tracking capabilities, with an ambitious goal to create a super-app for women’s health.
Instead of simply tracking, Flo uses pattern recognition and artificial intelligence to provide insights on menstrual cycles. It has used its lead in tech to launch fertility tracking and pregnancy assistance tools, which are all available in the app.
Flo generates revenue through its premium subscription service, which includes a daily well-being plan that covers menstrual and fertility cycles alongside clearer skin, workouts and energy guides. It also includes video content from experts and unlimited access to Flo Health Assistant, a chatbot.
Approximately five million women subscribe to this service, making it one of the most popular health and fitness premium subscriptions on the market. Flo has not announced any major updates to its app in the past 12 months, but we should expect them to continue adding features aligned to women’s health needs.
We have collected data and statistics on Flo. Read on below to find out more. Explore further with our in-depth health & fitness app report.
Flo Key Statistics
- Flo made $275 million from its subscription service in 2025
- Flo had 77 million monthly active users in 2025
- It has registered over 300 million users since launch
- Flo was downloaded 48.6 million times in 2025, making it one of the most installed health and fitness apps of the year
- Flo was most recently valued at $1 billion, raising more than $200 million with General Atlantic leading the round
Health & Fitness App Report 2026
Want to learn more about the health & fitness app industry? Our Health & Fitness App report covers app financials, market share, users, installs and benchmarks.
- Charts: 80
- Data Points: 1228
- Apps covered: 23
Flo Overview
| Title 1 | Title 2 |
|---|---|
| Launch date | April 2015 |
| HQ | London, UK |
| People | Dmitry Gurski (co-founder, CEO), Yuri Gurski (co-founder, president) |
| Business type | Private |
| Industry | Health |
Flo Revenue
Flo revenue reached $275 million in 2025, a 4.5% increase on the previous year.
Flo revenue 2018 to 2025 ($mm)
| Year | Revenue ($mm) |
|---|---|
| 2018 | 20 |
| 2019 | 45 |
| 2020 | 75 |
| 2021 | 110 |
| 2022 | 155 |
| 2023 | 200 |
| 2024 | 263 |
| 2025 | 275 |
Sources: Health & Fitness App Report, Company data
Flo Users
Flo has 77 million active users and over 300 million registered users.
Flo active users 2018 to 2025 (mm)
| Year | Users (mm) |
|---|---|
| 2017 | 13 |
| 2018 | 22 |
| 2019 | 27 |
| 2020 | 38 |
| 2021 | 45 |
| 2022 | 50 |
| 2023 | 56 |
| 2024 | 62 |
| 2025 | 77 |
Source: Company data
Flo registered users 2018 to 2025 (mm)
| Year | Users (mm) |
|---|---|
| 2017 | 68 |
| 2018 | 105 |
| 2019 | 133 |
| 2020 | 167 |
| 2021 | 195 |
| 2022 | 233 |
| 2023 | 280 |
| 2024 | 305 |
| 2025 | 333 |
Source: Company data
Flo Downloads
Flo has been downloaded over 300 million times, with 48 million installs happening in 2025.
Flo app downloads 2016 to 2025 (mm)
| Year | Downloads (mm) |
|---|---|
| 2016 | 5.3 |
| 2017 | 18.8 |
| 2018 | 30 |
| 2019 | 29.5 |
| 2020 | 35 |
| 2021 | 34 |
| 2022 | 37.3 |
| 2023 | 38 |
| 2024 | 48.3 |
| 2025 | 48.6 |
Source: AppMagic
Flo Valuation
Flo was most recently valued at over $1 billion, although the exact figure wasn’t disclosed.
Flo valuation 2018 to 2024 ($bn)
| Year | Valuation ($bn) |
|---|---|
| 2018 | 0.2 |
| 2021 | 0.8 |
| 2024 | 1 |
Source: Crunchbase
Flo vs Competitors: Revenue
Flo has been increasing revenues at a faster rate than the health app industry, but it is still behind quite a few apps in total revenue.
Health revenues by app 2025 ($mm)
Health & Fitness App Market Landscape
The health and fitness app industry is a combination of many subsectors, including health, fitness and wellness. Flo is the most popular women’s health app, with over 60 million active users. You can download this market map as a PDF, which includes a landscape version.
Health & Fitness Top 50 Apps
Flo fits into the top 50 health and fitness apps as the most popular and top grossing female-focused health app, providing data on menstrual and ovulation cycles. It is one of a few apps dedicated to female health, and by far the most successful on this list. You can download this infographic as a PDF, with a landscape version for presentations.
Flo FAQ
What is Flo’s retention rate among users?
Flo had an average retention rate of 60% (Dmitry Gurski)
How much does Flo charge for its premium features?
The cost of Flo’s premium features depends on the region. In the US, it comes to $10 a month
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