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Indie developers on X have 3 most popular niches: AI wrappers, anything-identifiers (a sub-niche of AI wrappers), and for some reason – Bible apps. That last one is what I want to dig into today.
I had 3 AI research agents (web, SEO and TikTok), my favorite ASO tool Astro, manual research by yours truly, and a few hours of not-so-free time. Let's go!
Market Map: Who's Who
App | TikTok Accounts | Top Video | Meta Ads? | Revenue | Strategy |
|---|---|---|---|---|---|
Bible Chat | 19+ | 66M views | Yes | $750K/mo | Ambassadors + paid influencers+ Paid Ads + SEO |
Haven | 23 | 22.7M views | No | Unknown | Paid influencers |
Bible BFF | ~20 | 5M views | No | $60K/mo | Ambassador network |
Hallow | 16 | 46K views | Yes | ~$1.3M/mo | Brand program + Paid Ads |
Faithy | ~47 | 481K views | No | $20k/mo after the launch | Ambassador network |
Bible BFF and Their Ambassador Army
Bible BFF launched in July 2025. First month results - $60k, year after – $200k/mo.
Instead of one official account – a network of ~20 active accounts, each posting their own content about the app.
Top Bible BFF video
The hook they're spamming in almost every video: "Just found out there's a girl who read the entire Bible like she's spilling tea and put it on an app."
Same rule applies to TikTok as to paid ad creatives: if you find an approach that prints money, scale it and iterate until it stops working.
They have almost no ads in Meta Ads – basically not working this channel at all.
ASO
Not so strong
via Astro
Monetization
Soft paywall, 3-day trial.
$7.99/week or $39.99 per 3 months.
Interesting approach with a quarterly subscription priced like an annual – you don't see that often. Great candidate for testing in your own apps.
After closing the paywall, a $69.99/year offer pops up. Given that this paywall uses every known dark pattern, I'm pretty sure they disable it during review. It's way too aggressive.
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Faithy: When the Ambassador Model Didn't Work Out
This is an anti-example - and unfortunately, the most common outcome of how these things go.
Faithy tried a similar strategy. Launched with 26 accounts, expanded to 47 using paid ambassadors ($300/month for weekly content).
Results:
$20K MRR in 90 days
100K downloads
Not bad for an indie app.
But like most apps that tried to grow through TikTok, they didn't last long. Posting has stopped, and according to Sensor Tower, there's not much revenue left.
Given that all their accounts weren't free to run, the developers probably didn't make much money on this app.
Haven and Paid Influencers
Haven is a relatively big player that went with the old-school strategy of buying videos from influencers.
Their top videos:
@adoreeparn - 22.7M
@emibontemps - 16.3M
@carew_ellington - 10.7M
@sjbleauellington - 2.9M
@piperrockelle - 1.8M
Expensive, and with current algorithms, very unstable.
Almost no meta ads:
ASO
via Astro
No huge wins, but not as bad as it could have been.
Monetization
Hard paywall, 7-day trial + $6.99/week.
Something interesting: their onboarding isn't just a quiz where you tap through answers – they use input fields where you type your responses manually.
Bible Chat: The Ones Who Made It
Bible Chat is the biggest app in the niche. And they combine ALL approaches: ambassador network, paid influencers, and Meta Ads.
Their top videos:
Creator | Video | Views | Engagement |
|---|---|---|---|
@jordanwithfaith | "He's always with me" | 66.2M | 1.1% |
@danieldeyafaith | "What Verse Did You Get?" | 6.7M | 6.8% |
@dejjanicole | "Gods filling me up" | 5.3M | 21.3% |
@nessa.biblechat | "Do it. 🤍" | 5.3M | 19.1% |
@followjesusobey | "Listen ♥️ join the bible chat" | 3.6M | 20.7% |
@4kmarieee | "I love the Bible Chat app" | 3.8M | 8.6% |
Almost 1K active ads in Meta Ads. This channel is one of their main acquisition sources.
ASO
Doing well in ASO too:
via Astro
And they are doing SEO:
46,995 total keywords
3,112 ranking in top 10
148,132 monthly visitors (estimated)
Right now they’re the best at marketing in this niche. This app runs paid ads, works with ambassadors, and partners with TikTok influencers. That's what every developer should aim for.
Hallow: When You Have Unlimited Money
Hallow – the app with $157M in funding and Super Bowl ads.
Their top videos:
Creator | Video | Views | Engagement |
|---|---|---|---|
@lizsanantoniosocialite | Rosary walk with Hallow | 46K | 19.2% |
@mason_alford | 40 Day Prayer Challenge | 43K | 10.9% |
@lauren_daigle | Partnership announcement | 54K | 5.6% |
46K views max. With $157M in funding. It seems their TikTok strategy doesn’t work at all.
Where does the money go?
Super Bowl 2024 ads, for example.
Or Mark Wahlberg and Jonathan Roumie as brand faces.
Or 1,200 active ads in Meta Ads.
Plus another 800 ads targeting Spanish-speaking audiences.
They also have a separate fan page for Brazil.
I respect the scale. What I don't respect is that it only generates $1.5M in revenue.
Part of the traffic goes to web2app funnels, but it doesn't look like that's their main funnel.
ASO
via Astro
Monetization
I think I figured out why their revenue is so low. It's so bad I didn't believe it at first.
The onboarding starts with a login/registration screen. And on that same screen there's an X button. Tap it and... you just skip the ENTIRE onboarding, landing straight in the app with no paywall whatsoever.
If you actually complete the onboarding (literally 3-4 screens), you hit a soft (ofc) paywall:
7-day trial, then $59.99/year
Or $3.99 for the first 30 days, then $59.99/year
Also a very strange pricing choice.
If anyone can connect me with this company - I'm ready to 1.5-2x their revenue in a very short time for a modest fee.
Should You Enter This Niche?
When I evaluate a niche for building a product, I need to see:
Lots of competitors
Market leaders making several million dollars per month
A long tail of mid-tier apps doing $200K–$500K
Most players buying Meta Ads
All of these signal a healthy niche – there's money, user demand, and you can grow through paid ads.
I didn't see that here. The biggest apps aren't even hitting $2M. The mid-tier market is almost nonexistent.
Meditation and esoteric apps look way more interesting and promising.
Would you be interested in more niche breakdowns like this one? Let me know.
Вid you like the article?
See you next week,
Ivan
