New Subscribers Monthly!, page-5

Also highlights the issue of their pricing structure.

There isn't a huge incentive to sign up for an annual subscription as you only save $16 a year. Plus there is the added risk that the app might not even be around for a whole year if the company kicks the bucket.

While customer retention is important - the main blocker right now is market penetration which appears to be terrible. Focus on getting the customers first, then focus on retention.

I would expect to see some free first year subscriptions/promo discounts or something to help get an initial boost in customers and get the word out. But to date there is nothing as it appears the company is relying solely on their '30 day free trial' to get people on board.