# What Percent of Apps Put the Paywall on the Last Onboarding Step?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=40
Tags: paywall, onboarding, monetization, ux-patterns, design
HTML: https://www.lazyweb.com/research/what-percent-of-apps-put-the-paywall-on-the-last-onboarding-step
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**Answer.** Among 40 onboarding flows with a paywall tracked by Lazyweb Research, 27.5% (11 of 40) place the first paywall on the literal last step of onboarding [1]. Terminal paywalls are the single most common exact placement. Examples include Fitbod (step 14 of 14), Remini (8 of 8), Hallow (11 of 11), and Zero (27 of 27) [2].

> 11 of 40 paywalling onboarding flows (27.5%) put the paywall on the very last step, Lazyweb Research, July 2026.

## The finding

In 11 of 40 onboarding flows with a paywall, the first paywall is the final step of the flow — 27.5% [1]. Combined with the 77.5% that land in the final third [1], the corpus shows a clear terminal-paywall convention: the offer is the last thing the user sees before finishing onboarding.

## Real last-step examples

| App | Total steps | First paywall step | Position |
|---|---|---|---|
| Fitbod | 14 | 14 | 1.00 |
| Remini | 8 | 8 | 1.00 |
| Hallow | 11 | 11 | 1.00 |
| Zero | 27 | 27 | 1.00 |

Each of these apps ends onboarding on the paywall [2]. By contrast, 0 of 40 flows open on a paywall [1].

## How to apply it

A last-step paywall is a defensible default: it follows the full personalization and value build-up, and just over a quarter of tracked paywalling flows do exactly this [1]. If you want to test earlier placement, the median flow still paywalls around step 11 of 17 [3], so 'last step' and 'roughly step 11' bracket the mainstream range.

## Caveats

N is 40 flows; the last-step count is 11. Position is computed with ROW_NUMBER, and detection is a floor because the paywall flag is sparse [1].

## The numbers

| Stat | Computed from |
| --- | --- |
| last step 11/40 (27.5%); final third 31/40; first step 0/40 | first_paywall_thirds_distribution |
| Fitbod 14/14, Remini 8/8, Hallow 11/11, Zero 27/27 | qualitative |
| median first paywall step 11 of ~17-step flow | first_paywall_absolute_step |

## Methodology

Universe: 40 onboarding flows with a paywall across ~800 tracked apps, July 2026; last-step defined as first-paywall ROW_NUMBER equal to flow length. Caveat: N=40, 11 last-step flows.

## Sources & citations

- [1] Lazyweb Research analysis of 40 onboarding flows (~800 tracked apps), July 2026. Count of flows where first-paywall ROW_NUMBER equals total step count.
- [2] Lazyweb Research qualitative review of onboarding flows (~800 tracked apps), July 2026. Per-company examples where the paywall is the final onboarding step.
- [3] Lazyweb Research analysis of 40 onboarding flows (~800 tracked apps), July 2026. Median absolute first-paywall step and mean flow length.

## Related questions

- [How Far Into Onboarding Do Apps Place the Paywall?](https://www.lazyweb.com/research/how-far-into-onboarding-do-apps-place-the-paywall)
- [Should the Paywall Come Before or After Onboarding?](https://www.lazyweb.com/research/should-the-paywall-come-before-or-after-onboarding)
- [What Percent of Onboarding Flows Include a Paywall Step?](https://www.lazyweb.com/research/what-percent-of-onboarding-flows-include-a-paywall)