We would make billions if we monetised the Bible app. Here’s why we never will

As YouVersion’s Bible app approaches one billion installs, founder Bobby Gruenewald explains why the world’s most popular Bible app has remained completely free and non-commercialised despite being worth billions

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.