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AppsHealth & Fitness

Finch: Self-Care Pet

iOSv3.73.236, 2026-11-06App Store
JSON / MCP
What it is

Finch is a self-care pet app. Users do small daily self-care tasks and journaling to grow a virtual bird, aimed at people who struggle with stress, mood and motivation.

Maker
Finch Care Public Benefit Corporation
Launched
May 2021
Category
Health & Fitness
Price
Free, subscriptions $5.99 to $69.99
US ratings
774K, 4.9 avg
Best rank
#19 grossing, US
  • Maker: Finch Care Public Benefit Corporation, app released 2021-05-12
  • Third-party estimates: 5 million downloads
  • Brand campaign 'Whatever It Takes To Get Through The Day' ran as a self-care film

How Finch got its users

Finch grows mainly through paid social and App Store search, with word of mouth in ADHD and mental-health communities. Confidence: medium

Main channel: App Store search and charts, as the reading above names it
App Store search and chartsMeta adsCreators and UGCYouTubePress and articlesPodcasts and interviews
Chartjump's reading of the evidence per channel, not install shares. Install-share estimate per channel with Pro
How it happened
  1. 2021-05 to 2021-06Community: Launch, then a Facebook community started on 2021-06-01 to learn user needs
  2. to August 2025Mixed, mostly organic and paid social: Gamified habit loop that keeps users returning; ADHD and mental-health audience
  3. early yearsCommunity, press: Discord support group and press coverage of the virtual pet idea
3 more steps:
App Store search and charts Where Finch rates and charts
1M ratings, 4.9 average; in a top 100 in 13 of 25 stores
United StatesApp Store US
773K ratings, 4.9 average
#13 grossing in Health & Fitness
United KingdomApp Store GB
79K ratings, 4.9 average
#20 grossing in Health & Fitness
CanadaApp Store CA
68K ratings, 4.9 average
#7 free in Health & Fitness
1M ratings, 4.9 average; in a top 100 in 13 of 25 storesEvery store

Overview

Every channel we found, then the numbers behind it.

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How Finch gets users, channel by channel
Chartjump's reading of the evidence
App Store search and charts
1M ratings, 4.9 average; in a top 100 in 13 of 25 stores
Shown at the top of the page.
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Meta ads
12 ads (25 active creatives), the longest running 270 days
  • “Do 67 pushups” 101 days, 4 variants
  • “hot take for all my bed rotting girlies” 270 days, 2 variants
  • “Habits that have made me unrecognizable. 1. 30 second plank...” 138 days, 1 variants
Open the tab
Creators and UGC
50 creators; 35K likes on their best posts
Open the tab
YouTube
13 videos about Finch, 166K views
Press and articles
10 articles found
The list:
Open the tab
Podcasts and interviews
3 founder quotes
Open the tab
Bar length: how much evidence we found for the channel, on a log scale (ad-days for ads, likes for creator posts, views for own posts and YouTube, articles, episodes, ratings). It shows where the evidence is, not a measured install share.
Paid, Meta adsCreator posts
Category colors match on every tab
Ad category mix
12 Meta videos
Mixed and voiceover b-roll make up 83% of ads. Mixed ads run longest (median 101 days).
58%25%8%8%
CategoryAdsMedian days runningDays
Mixed7 ads101 d
Voiceover b-roll3 ads103 d
Testimonial1 ads82 d
UGC talking head1 ads60 d
Not seen: Creator partnership ads on Meta; TikTok ads (EU library); Google Ads; Apple Search Ads; Image or carousel ads on MetaAll categories
Survival
days since first seen, all still active
11 of 12 ads still run after 60 days, 3 after 120.
100%12 of 12
92%11 of 12
58%7 of 12
25%3 of 12
30+ days60+ days90+ days120+ days
Variants per category
33 variants on 12 videos
Mixed ads get the most variants: 2 per ad (17 across 7).
Mixed172/ad
UGC talking head1010/ad
Voiceover b-roll52/ad
Testimonial11/ad
Ad launches
Free account
Launch dates and batch sizes
Audience: ads per group
Free account
Who the ads speak to
Creator posting patterns
posting patterns of 53 creators; 16 profiles checked so far
21 of 53 creator profiles checked: 11 with "one post", 6 with "several posts within a month", 2 with "2-3 posts, 30+ days apart", 1 with "posts mostly about the app", 1 with "4+ posts over 30+ days".
Posts mostly about the app 12%
4+ posts over 30+ days 12%
2-3 posts, 30+ days apart 24%
Several posts within a month 611%
One post 1121%
2 of 53 creators show a promo code (4%)Creator timeline
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Winning ads

Ranked by variants, then days running. Star an ad to save it.

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25
active creatives
Meta Ad Library
59
ad variants
33 on the 12 videos
12
distinct videos
5 with an image
11 of 12
past 60 days
92% still running
270 days
longest running
1 ad
#3101 days
“Do 67 pushups”
4 varJul 31
Mixed
Source: Meta Ad Library
#5270 days
“hot take for all my bed rotting girlies”
2 varFeb 12
Voiceover b-roll
Source: Meta Ad Library
#7138 days
“Habits that have made me unrecognizable. 1. 30 second plank daily”
1 varJun 24
Mixed
Source: Meta Ad Library
#8125 days
“29 years of ADHD and all I needed to do was turn my life into a game??”
1 varJul 7
Mixed
Source: Meta Ad Library
#9109 days
“Them: "my house is dirty but I have no motivation" Me every day since...”
1 varJul 23
Mixed
Source: Meta Ad Library
#10103 days
“If you're depressed and your house is always a mess”
1 varJul 29
Voiceover b-roll
Source: Meta Ad Library
6 more ads
Sign up free to see 6 more with hooks and analysis.

Ad images load directly from Meta. Every ad opens in the Meta Ad Library.

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Top videos

What the top ads and own posts say, from their transcripts.

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What they say
top 5 ads by variants, then days running; top 0 own posts by views
Ad frame: i have adhd and my house has been...
Source: Meta Ad Library
Meta ad #1UGC talking head
10 variants60 days running52.2s
“i have adhd and my house has been clean for 40 days straight”
What they say
“I have ADHD and my house has been clean for the past 40 days. My room has been clean for the past 40 days.”
The first lines of every top video:
Storyline
Man talks to camera in a room, later screen recording of the Finch home screen with him in a face-cam inset

Transcripts: Whisper, first 60 seconds of each video, as heard (names can be misspelled). No speech means silent, music only or a slideshow; then the on-screen text is shown. Storylines are read by AI from the frames and the transcript.

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Teardowns

The top ads, beat by beat, ready to copy.

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Next: Ad categories

Ad categories

Which kinds of ads ran, how many, and how long they lasted.

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Categories ranked by median days running
Meta, 12 distinct videos
CategoryAdsShareVariantsVar / adMedian daysMax daysRunning 60d+Shows resultFace on cam
Voiceover b-roll3 25%52103270 100%0%67%
Mixed7 58%172101138 86%100%100%
Testimonial1 8%118282 100%0%100%
UGC talking head1 8%10106060 100%100%100%
New ads per month, by category
first-seen date
FebJunJulAugSepOct
Mixed.132.1
Voiceover b-roll1.1.1.
Testimonial...1..
UGC talking head....1.
Not seen
where we looked
Creator partnership ads on Meta0 found
TikTok ads (EU library)searched, see caveats
Google Adsnone
Apple Search Adsno public library
Image or carousel ads on Meta13 active, not dissected
Primary ad texts
Free account
The ad texts and how many variants use each
Ad facts
8 of 12
show a result on screen
15 s
median until the app appears
EU targeting and ad languages:
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Locales

Where it charts and how it rates, store by store.

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13 of 25
stores where it charts
top 100, category or overall
United States
biggest store by ratings
76.4% of the ratings in tracked stores
1M
ratings in tracked stores
25 App Store countries
4 of 25
stores in their main language
from the App Store listing languages
Free
ad languages
with a free account
Ratings by country
top 3 of 25 stores
United States holds 76.4% of the ratings in the 25 tracked stores.
United States US773.3K
United Kingdom GB79.2K
Canada CA67.8K
Best rank by country
category top 100, 2026-11-09
Best: #7 free in Health & Fitness, Canada.
Canada CA#7
United States US#13
United Kingdom GB#20
GrossingFreePaid
longer bar, higher rank
Store by store
3 of 25 stores, by ratings
CountryBest rankGrossingFreeRatingsAvgListing languageAds in it
United States US #13 grossing, Health & Fitness #13#16 773,252 76.4% 4.95 English100%
United Kingdom GB #20 grossing, Health & Fitness #20#24 79,197 7.8% 4.93 English100%
Canada CA #7 free, Health & Fitness #13#7 67,774 6.7% 4.92 English100%
22 more countries
Every tracked store: ranks, ratings and language support.
Daily tracker, 2026-11-09: the rating count and average in each country's App Store, and the best position in Apple's top 100 for the category (overall when only that). A dash: not in that top 100. Listing language: whether the App Store listing is in the country's main language. Ads in it: share of the dissected ads in that language.
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Creative families

Repeated scripts and templates across the ads.

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Next: Creators and organic

Creators and organic

Creator posts, codes and the app's own accounts.

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Next: Audience

Audience

Who the ads speak to, with the evidence behind each group.

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Next: Psychology

Psychology

Why each ad works, who it brings in, the job of each beat.

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  • Which audience each ad brings in
  • The job of every beat and screen
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Next: Revenue and charts

Revenue and charts

Revenue the founder or press stated, then what moved the charts.

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  • Founder-stated numbers with dates
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Next: Sources

Sources

Where every number comes from, and what is missing.

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Collected by Chartjump
Meta Ad Library, logged out, 25 active creatives
TikTok Commercial Content Library, EU only
Google Ads Transparency Center
TikTok organic: account pages, hashtag and code search
Daily tracker: ratings, App Store top charts per country
App Store listing and review feed
Apple charts, ratings, public pages: input to the Chartjump estimate
App Store listing
apps.apple.com
Podcasts
Free account
3 episodes with the founder or team
Press and founder posts
2
“Whether it’s in building a consistent routine”
Her Campus
“If we want to normalize self-care”
MediaPost
10 press links
Every article and interview we read.
Data problems found
5
01First-frame thumbnails exist for 12 of 12 ads.
0212 of 25 active creatives are distinct dissected videos; image and carousel ads are counted but not dissected.
03Creator types: 16 of 53 creator profiles opened; 32 creators stay "not checked yet" until checked.
04Creator post counts differ for 5 of 53 creators (search hits vs profile count). Tables use the profile count.
0534 accounts found in searches are left out of the creator counts: 25 point at another app or are named like the app without being it, 9 never name, tag or link it.
Store data
secondary
773,515
ratings
4.95
average rating
#14 / #19
US free / grossing, 2026-07-30
13
countries charting
Caveats
10
Meta Ad Library counts are from logged-out keyword searches (25 active creatives)
Meta ad run lengths and launch dates come from the library
EU reach was not read for Meta ads
Instagram collected 0 profiles; hashtag posts under #finch are about real birds
TikTok card counts are likes or counts shown on cards, not views
No TikTok account passed the identity check as the app's own
'finch' hashtags and searches pull in real birds and a movie
App Store reviews, Reddit threads and X posts returned 0 items
Founder quotes in the press have no dates in the inputs
The shares in the mix are rough estimates, labelled as such

Paid: every active ad found for the advertiser in the Meta Ad Library with start date and variant count as Meta publishes them; videos fetched for analysis only and deleted after frames, transcript and OCR were derived; one model read per creative into a fixed schema. Organic: public profile counts only. Creators count only when a caption tags, links or names the app (graded per creator). Founder statements quoted verbatim and checked by code. Estimates labelled and linked. Not affiliated with the app or its publisher.

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