{"id":4096,"date":"2019-05-16T12:30:06","date_gmt":"2019-05-16T16:30:06","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=4096"},"modified":"2020-09-03T05:52:50","modified_gmt":"2020-09-03T09:52:50","slug":"the-big-business-of-astrology-apps","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/the-big-business-of-astrology-apps","title":{"rendered":"The big business of astrology apps"},"content":{"rendered":"\n

Ah, you\u2019re a Libra,\u201d says Ross Clark, founder of the new astrology app Sanctuary and a member at New York City\u2019s WeWork 12 E 49th St<\/a>. \u201cYou excel at communication and writing\u2014this story will be great!\u201d <\/p>\n\n\n\n

It\u2019s the first time a CEO has asked about my sun sign during a phone interview, but it\u2019s unlikely to be the last\u2014the mystical-services industry, which includes astrology, tarot, and psychic readings, raked in an estimated $2.2 billion last year alone, and the internet is making astrology more accessible than ever. Astrology memes\u2014where the zodiac meets popular culture\u2014are a staple of Instagram and websites, and many investors are looking to get a piece of the $2.2 billion mystical-services market with apps (like Sanctuary<\/a>) that offer daily horoscopes, custom forecasts, and guides to the planetary happenings of each season, hoping they\u2019ll become as integral a part of the wellness landscape as meditation, yoga, and clean eating. <\/p>\n\n\n\n

Clark sees a direct connection between astrology\u2019s popularity online and the larger cultural focus on wellness. \u201cPeople are looking for systems and meaning,\u201d he says. (Sanctuary produces monthly horoscopes<\/a> for WeWork and hosts astrology events at WeWork spaces in New York and Los Angeles.) That\u2019s one reason Sanctuary, which just announced its own seed round of $1.5 million, focuses on offering live readings via the app\u2014the only such service on the market. <\/p>\n\n\n\n

Sanctuary\u2019s daily horoscopes are free, but paying members of the app (membership runs $19.99 a month) get access to one 15-minute text-based reading with a Sanctuary astrologer each month. \u201cIt opens up this experience to new audiences,\u201d says Clark. \u201cFolks who might be in an area where they don’t have access to an astrologer or who don’t know how to find an astrologer, now have a seamless method of access to delivery.\u201d <\/p>\n\n\n\n

Clark believes Sanctuary\u2019s readings are complementary to the detailed, often hours-long chart readings many astrologers provide, and he says many of the professional astrologers who do readings for Sanctuary (about 30, but Clark expects that number to grow) agree. \u201cFrom a practice perspective, what folks have been really excited by is being able to extend what they\u2019re already doing to new audiences and new platforms,\u201d he says. \u201cAnd then from a business perspective, everyone really likes having an incremental revenue source in addition to what they\u2019re doing on their own.\u201d <\/p>\n\n\n\n

Astrology fan Banu Guler didn\u2019t set out to launch her own app\u2014but she spotted a gap in the market and jumped on it. \u201cA few years ago, a good friend was pregnant and I made a book-length reading of the baby\u2019s natal chart,\u201d says Guler, founder and CEO of the astrology app Co-Star<\/a>. \u201cAt the baby shower, the other guests loved it, and asked if I could make one for them and their children.\u201d Guler realized that despite the glut of horoscopes printed in daily newspapers and monthly magazines, detailed astrological charts weren\u2019t readily accessible to the average person. In the fall of 2017, Co-Star was born. <\/p>\n\n\n\n

The app, which in April 2019 announced that it raised $5 million from Silicon Valley venture-capital firms, uses data sourced from NASA and personalized readings generated by artificial intelligence to offer daily horoscopes, but its most popular feature illuminates the social aspect of astrology. Friends using the app can link birth charts to test their astrological compatibility\u2014a fight with an Aquarius coworker, for example, might make more sense to a Leo based on the app\u2019s analysis. For $2.99, users can input the birthdates of people who aren\u2019t on the app to assess compatibility with a blind date or potential new boss. Guler says that Co-Star\u2019s users, which skew young and female, come to the app for different reasons. \u201cSelf-care, self-improvement, self-actualization, entertainment, everyday guidance\u2014that\u2019s just to name a few,\u201d she says. <\/p>\n\n\n\n

Other digital astrology offerings are tailored to a particular audience. Astrologer Jeanna Kadlec offers a subscription-based newsletter<\/a>, which uses astrology to help writers and creatives pitch, write, and grow their businesses (a subscription costs $5 a month or $50 a year), grew organically from her Twitter feed. \u201cThe newsletter form made sense,\u201d she says. \u201cAnd the number of subscribers has grown wildly with each one, which is really exciting.\u201d <\/p>\n\n\n\n

Kadlec credits technology with expanding her reach. \u201cAstrology has been around forever,\u201d she says, \u201cbut the internet\u2014and especially the rise of social media\u2014has democratized our access to information, especially knowledge that has traditionally been more obscure and harder to get your hands on.\u201d<\/p>\n\n\n\n

On Twitter and Instagram, it\u2019s hard to scroll for more than a few minutes without seeing an astrology meme<\/a>, and the accounts that run them are becoming household names. Not All Geminis<\/a>, an Instagram meme account run by Courtney Perkins, has amassed nearly half a million followers in a year\u2019s time, while the Astro Poets<\/a> (poets Dorothea Lasky and Alex Dimitrov) have parlayed their cult Twitter following into a gig writing an astrology-advice column for <\/a>W<\/a><\/em>. <\/p>\n\n\n\n

For Clark, the astrology-meme landscape is useful to Sanctuary\u2019s goals in a key way. Everything the brand shares, he says, has to be \u201ca mixture of educational and entertaining content, so it’s not just about a meme that makes you laugh, it’s also about explaining, \u2018What do the 12 houses mean?\u2019”<\/p>\n\n\n\n

Whether your interest in astrology stops at memes that tell you what celebrities share your sun sign or draws you deeper into an investigation of your own goals, there\u2019s no denying that astrology apps, websites, and social media accounts have something to say\u2014and most of the time, it\u2019s encouraging and supportive, if not prophetic. <\/p>\n\n\n\n

\u201cToday would be a great day to write,\u201d says the astrologer I\u2019m paired with for a reading via the Sanctuary app. \u201cUse your communication skills to share information with the world!\u201d Done.<\/p>\n\n\n\n\n\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

The latest wellness trend to ride the tech wave, customized astrology is popping up in apps, memes, and newsletters\u2014and its future has never been brighter<\/p>\n","protected":false},"author":1706,"featured_media":4097,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[525,10210,39218],"class_list":["post-4096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-personal-growth","tag-workstrology","tag-small-businesses"],"acf":[],"yoast_head":"\nThe big business of astrology apps<\/title>\n<meta name=\"description\" content=\"The latest wellness trend to ride the tech wave, customized astrology is popping up in apps, memes, and newsletters\u2014and its future has never been brighter\" \/>\n<meta name=\"robots\" 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