Secrets of Adulthood
Investor Due Diligence Report
substackLifestyle
Reflections on self-knowledge from New York Times bestselling author Gretchen Rubin.
101K
8.6K paid
+0.5%
-9.6%
net churn
Pricing
$6/mo
$60/yr annual option
$41K
8.6K paid subs
$41K/mo – $41K/mo(±0%)
3.3
45.7
0.05%
(comments + likes) / subscribers
Weekly
1.6 posts/week
83/100
Very Consistent (~4.4d avg)
| Newsletter | Subscribers | Weekly Growth | Price | Platform |
|---|---|---|---|---|
| Burned Haystack | 49K | N/A | $5/mo | substack |
| Airplane Mode with Liz Plank | 46K | N/A | $5/mo | substack |
| oh mon dieu | 37K | N/A | $8/mo | substack |
| MOON LISTS | 37K | N/A | $5/mo | substack |
| Month | Subscribers | Est. Revenue | Change |
|---|---|---|---|
| Feb 2026 | 200K | $81,090 | — |
| Mar 2026 | 101K | $40,950.45 | -49.5% |
| Apr 2026 | 101K | $40,950.45 | ~0% |
| May 2026 | 100K | $45,315 | +10.7% |
| Jun 2026 | 101K | $40,950.45 | -9.6% |
Platform Dependency
Hosted on substack subdomain
Publishing Consistency
Regular publishing schedule
Key Person
Single-author publication — key-person dependency
Audience Concentration
Consistent engagement across posts
Subscriber threshold
101K subscribers — above the 2K category median for first paid tier
Has paid tier
Active paid subscription offering
Peer monetization
100% of 46 similar-size peers in Lifestyle have paid tiers
Pricing position
$6/mo vs $6/mo category median (1820 newsletters)
| Date | Monthly | Annual |
|---|---|---|
| Mar 2026 | $6 | $60 |
Disclaimer: This report is generated automatically based on publicly available data and proprietary estimation models. Estimated subscriber counts are derived from engagement patterns and should be verified through direct disclosure. Revenue estimates are based on known pricing and estimated paid subscriber counts. This report is for informational purposes only and should not be the sole basis for investment decisions.
| Component | Score | Weight |
|---|---|---|
| Engagement Rate | 29/100 | 30% |
| Paid Subscriber Ratio | 100/100 | 25% |
| Growth Consistency | 95/100 | 15% |
| Publishing Consistency | 76/100 | 10% |
| Shop Rat by Emilia Petrarca |
| 31K |
| N/A |
| $6/mo |
| substack |
Revenue Model
Active paid subscription tier