Superwall acquires Tangent and raises $7.5M

Tangent is now a Superwall company

Today we're announcing that Superwall has acquired Tangent. Tangent is the best monetization consultancy in the business, the team behind some of the highest-converting subscription screens on the App Store. Going forward, they operate as Tangent, a Superwall company.

If you haven't come across them, Tangent designs paywalls, runs pricing and offer experiments, and ships the kind of monetization work most teams never get to because it sits behind an engineering queue. Tangent has launched more than 5,000 experiments and designed over 20,000 paywalls across more than 100 subscription apps, work it credits with more than $50M in added revenue, and its clients see their average ARPU rise 30 to 40% within three months. Their customers include Cal AI, ElevenLabs, Elevate, Pixelcut, Lose It, Praktika, WeWard, Stardust, Hallow, NGL, ReciMe, and Fig.

Meet Vahe

Tangent started as a one-person operation called Paywalls Design. Vahe Baghdasaryan would design a paywall for a few hundred dollars, post the results on X, and let the work speak for itself. That pipeline turned into a seven-figure consultancy with more than 20 people, and Inc. wrote up how he built it almost entirely through Twitter.

Vahe knows monetization from the inside. He previously worked on monetization strategy at Flo, and he is a regular speaker on subscription growth at conferences like MAU Vegas, Business of Apps, and RAGA.

Superwall raises $7.5M and acquires Tangent

There's a second piece of news here. Superwall has raised $7.5M to date, from Nico Wittenborn's Adjacent and Acurio, with participation from Y Combinator and FJ Labs. We haven't made a point of announcing our funding before. It was never where our focus went, but enough people ask that it felt worth sharing.

We were profitable before this acquisition, and we're more profitable now. The money isn't there to keep the lights on, it's there to push. We're investing heavily in both our product and our services.

Business as usual: Tangent works with anyone

Here is the most important part for Tangent's clients: nothing about how Tangent works is changing.

Tangent works with any subscription app, whether or not you use Superwall. If you run your paywalls in RevenueCat, Helium, or Adapty, Tangent will build and test them there. If you just want the designs, they will hand you the Figma files and let your team take it from there. The tool you monetize on is your choice, and it always will be.

Same team, same clients, same work. The acquisition gives Tangent more resources to do it, not a reason to narrow who they do it for.

Why Superwall and Tangent

Superwall exists so growth teams can test anything, fast, without shipping a build. Tangent is the team that knows exactly what to test and how to read the results. Design and experimentation on one side, the tooling to run it without an engineering queue on the other. The two fit together.

We think of product and services as moats for each other. Superwall's product makes Tangent's work faster and sharper, and Tangent's work in the field teaches us exactly what to build next. Together, Tangent and Superwall can serve customers better than either could alone.

For Superwall customers, this means you can now bring in Tangent to design and run your paywall experiments end to end, as a fully managed service if you want it. For everyone else, Tangent is exactly what it was yesterday.

If you want to work with Tangent, whatever stack you are on, take a look at Superwall Services or book a free audit with Vahe.