I would be worth millions if I monetised the Bible app I founded. But here’s why I never will

In 2008, I stood in line at an airport security line at Chicago O’Hare, frustrated with my own inconsistency in reading the Bible and wondering how we could leverage technology to solve a problem that millions struggled with.

That moment of curiosity sparked an idea that would eventually become one of the most downloaded apps in history: the YouVersion Bible App.

But the journey didn’t begin with an app. Our first attempt in 2007 was actually a website, but it didn’t solve the problem of consistency. People would visit the site, but they didn’t come back. Essentially, we’d just moved the Bible from their nightstand to their desktop. We had to meet people where they were if we wanted to help them build a lasting habit that would change their lives.

Recognising this as a failure helped us realise that making the Bible available online wasn’t enough, which positioned us to be ready for what was next. We pivoted to launch a mobile-friendly version for BlackBerry devices, and we quickly saw the momentum shift.

The app store opportunity

When Steve Jobs announced the concept of the app, we had no idea what to expect. No one did. But we shifted our focus again and became one of the first 200 free apps available on the day the App Store launched in 2008. The key word there is free.

The one thing we were certain of from the start was that the Bible App must be free, accessible, and non-commercial. If people were hesitant to pay $0.99 or £0.79 for a song they loved, they weren’t going to pay for a book they didn’t understand. So, from day one, the Bible App has remained completely free without any other motivation but to get the Bible into the hands and hearts of people around the world.

Conversations about our “worth” often miss the point. Our value isn’t measured in dollars. Rather, it’s measured in people finding hope in scripture

Today, as we approach one billion installs across our family of Bible apps, I’m reflecting on the path we’ve ventured down. Industry analysts suggest that if YouVersion operated as a traditional tech company, we’d be “a unicorn several times over,” likely worth billions of dollars. Which begs the question I’ve been asked time and again over the years: Why not monetise?

The tech entrepreneur in me understands the curiosity. YouVersion has valuable perspective into how people engage with the Bible. But from the very beginning, we’ve made a clear and unwavering commitment to our community. We won’t run ads. We won’t sell data. We’ll stay focused on creating world-class technology funded solely by people who believe in the mission. This might sound radical to someone who doesn’t understand our mission, but it’s been true since day one.

Purpose > Profit

Since the very beginning of YouVersion, we’ve been driven by purpose, not profit. And for us, that purpose is clear: to get God’s Word to everyone, everywhere, every day. We believe the Bible should be accessible without distraction or compromise. This kind of access shouldn’t have a barrier to entry, and we shouldn’t feel beholden to a bottom line because of it. When I hear estimations of our value, I don’t think, “How can we capitalise on this?” but instead, “Are we stewarding this influence well?” and “Are we thinking as boldly as that number suggests we should?”

That kind of focus requires intentional leadership. There are tensions, of course. Operating like a tech organisation means we move fast and value innovation, but we’re first and foremost a ministry. We strive to remain focused on our mission and to centre it in all we do.

Our team includes seasoned business leaders from SpaceX, major Silicon Valley firms, and Fortune 500 companies who could be making an impact elsewhere, but they’ve chosen to use their innovative minds and experience to make a difference at YouVersion. It’s rare to find a company where every single member of the team is passionate about the purpose driving the work each day. That’s what makes YouVersion different: everyone is deeply invested in the vision.

And that’s why conversations about our “worth” often miss the point. Our value isn’t measured in dollars. Rather, it’s measured in people finding hope in scripture and in the global Church unifying around God’s Word.

We talk about a billion, but the original vision wasn’t about billions; it was about solving a problem for one. Today, we still go after “the one.” Every month, the most-searched terms within the Bible App include hope, peace, anxiety, healing, and love. This isn’t random. Each term is a window into an individual’s journey with God, whether it be a search for comfort or a longing to understand amidst the waves of uncertainty.

From day one, we made a choice: we’re not trying to maximise financial return, we’re working to maximise kingdom impact. That’s the measure of success that drives us. Because of this, I know we’ve been trusted with something far more valuable: the opportunity to be part of what God is doing in hearts and lives around the world. That’s a return on investment that no billion-dollar valuation could ever match.