At Storybook, our mission has always been to help families connect, relax, and thrive. As we've grown, we've noticed that Christian and Catholic families are not only a significant part of our community—they're also among our most engaged, loyal, and enthusiastic users. This realization, combined with broader cultural and market trends, has led us to an exciting new chapter: the launch of Theo: Prayer & Meditation.

Here's why we believe this is a natural evolution:

1. Faith-Based Families Are Highly Engaged

In Latin America, over 80% of Storybook’s users identify as Christian, with the majority being Catholic. In the United States, around 60% of our users also identify as Christian, with Protestant families making up the majority. Our internal data reveals that Christian and Catholic mothers exhibit:

• Higher Retention at Day 8: +10% compared to other user groups.
• Lower Cost Per Install (CPI) and Cost Per Trial (CPT): 30% lower acquisition costs.
• Increased Install to Subscription Rate: +34% higher conversion rates.

2. Riding the Wave of Cultural Trends

There's a growing movement, especially within faith-based communities, to reclaim traditional values and foster a more conservative culture. Families are actively seeking tools to deepen their faith and pass these values on to their children. Theo directly addresses this need by offering resources for prayer, reflection, and spiritual growth.

Supporting this trend, a Pew Research Center survey found that 14% of U.S. adults use apps or websites to help or remind them to pray, including 8% who do so daily.

3. The Power of Community

Religious communities often have remarkable organic reach and virality. When something resonates, it spreads rapidly within congregations, Bible study groups, and other close-knit networks. By introducing Theo, we're tapping into these natural distribution channels, enabling us to reach more families while maintaining cost-effective marketing strategies.

4. Expanding Beyond Sleep

While Storybook will continue to be the go-to product for sleep and bedtime routines, Theo broadens our mission. This isn't just for families dealing with sleep challenges—it's for every family that wants to deepen their faith and cultivate spiritual habits at home.

By focusing on what's working and staying true to our mission of serving families, we're opening the door to something much bigger. We can't wait to see how Theo: Prayer & Meditation helps families connect with their faith, one story and one prayer at a time.

As always, thank you for being part of this journey. Let's grow together!

Contact: [email protected]| LinkedIn | www.theopray.com