Donna: 700,000 users and it never made money
Donna, formerly WeHelp, was a personal safety app that reached 700,000 registered users and the #1 spot on the App Store, and never turned into a profitable business. It started in 2019 as WeHelp, added physical security and a call center in 2022, and in 2023 became Donna, an app just for women. It no longer operates today.
- WeHelp hit #1 in free apps on the App Store in January 2019 and grew to 700,000 registered users.
- Most of the people using it were women, so in 2023 we focused only on them and renamed it Donna.
- It didn't work as a business: people valued safety, but weren't willing to pay enough to make the numbers work.
| Detail | Donna (formerly WeHelp) |
|---|---|
| Founder | Carlos Gotlib |
| Start | 2019, as WeHelp |
| Switch to Donna | 2023, focused on women |
| What it was | Personal safety app with an SOS button, call center and monitored trips |
| Ranking | #1 in free apps on the App Store (January 2019) |
| Users | 700,000 registered |
| Status | No longer operating |
| Reason for shutting down | No unit economics: people wouldn't pay enough for safety |
How Donna worked
Donna was an app to ask for help in seconds. You pressed a button and it sent an SOS to your contacts and to our call center at the same time.
It had three more features:
- Monitored trips: when you headed out, you could ask our agents to follow you along the way and confirm you got there safely.
- 24/7 agents: our own call center that received every alert.
- Nearby heroes: in an emergency you could ask other users near you, who we called heroes, to come help.
From WeHelp to Donna
WeHelp launched in 2019 as a safety app for anyone. In January of that year it hit #1 in free apps on the App Store, above WhatsApp and YouTube.
In 2022 we released a version with a physical security service and a call center. The data showed something clear: most of the people using it were women, and they were also the most engaged. In 2023 we refocused the app on them and called it Donna.
How it grew
It grew through content on social media. We went viral several times, first as WeHelp in 2019 and later as Donna, with videos that got millions of views on Instagram and TikTok. There were also real stories: people posting about how the app helped them get out of a dangerous situation.
That's how we got to 700,000 registered users and coverage in Forbes México, Expansión, El Financiero, Excélsior and MVS Noticias.
Why Donna didn't work as a business
Donna didn't die from a lack of users. It died because there were no unit economics: each user cost more than she was willing to pay.
Most people felt safety is the government's job, not an app's. Some would pay, but only a little. And a 24/7 call center with agents monitoring trips doesn't hold up at a low price.
What I learned from Donna
- People valuing something doesn't mean they'll pay for it. Safety is one of the things that matter most, and even so few people pay for it out of pocket.
- The data tells you who your customer is. The switch to Donna came from seeing who actually used the app, not from a preconceived idea.
- Going viral brings users, not a business. Videos with millions of views filled the app; they didn't answer who would pay.
- A service with people behind it needs a price from day one. Agents, call center and monitoring are fixed costs; if the price comes late, it's already too late.
Frequently asked questions
What is the Donna app?
Donna was a personal safety app for women in Latin America, founded by Carlos Gotlib. It was previously called WeHelp.
What was WeHelp?
The original version of Donna, launched in 2019 for anyone. In 2023 it refocused on women only and changed its name to Donna.
How did Donna work?
With an SOS button that alerted your contacts and a call center, trips monitored by agents, and the option to ask nearby users for help.
How many users did Donna have?
700,000 registered users. As WeHelp it hit #1 in free apps on the App Store in January 2019.
Is Donna still running?
No. It shut down because it never found a profitable business model.
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