“Main apni jeb se laga kar aapko free mein nahi de sakta…” says SaveSage founder, defending his paid model against Play Store backlash

In an exclusive podcast with Startup Pedia co-founder and host Jameel Akhtar, the founder and CEO of SaveSage, Ashish Lath, responded to the backlash his app received on the Google Play Store. 

The app was hit with a wave of 1-star ratings from users frustrated by a sudden paywall following the airing of his Shark Tank India episode in January 2026

Defending his subscription-based model, Lath explained that he refuses to offer the service for free because a free app ultimately forces a trade-off with user privacy and data. 

“I cannot afford to pay out of my own pocket just to give it to you for free, because when you aren’t paying for the product, your data is. I would then have to try and monetise it from somewhere else, and that is a pressure I cannot afford to take,” Ashish Lath explained during the Startup Pedia podcast.

Lath argued that free platforms are often under immense pressure to monetize user information by pushing irrelevant loans or selling data to third-party advertisers. 

By charging a nominal fee of Rs 99, he claims SaveSage remains accountable only to the user, ensuring unbiased credit card recommendations without the hidden cost of data exploitation.

The Comparison with Free Models

During a podcast, Jameel Akhter pointed out that while CRED is free for users who pay bills on time, SaveSage charges a fee.

When asked whether SaveSage would launch a freemium model in the future, Ashish Lath clarified that there is no such thing as a free lunch. He argued that if a service is offered for free, there is always someone else paying for it behind the scenes.

“If you are not paying as a user, then maybe an advertiser is paying for it or some bank is paying for it, and it returns to you in the form of lucrative loan offers, to make up for the expenses they incurred on you. Any platform will always optimise for whoever is paying for it,” Ashish explained.

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The SEBI Analogy

Citing the SEBI analogy, Lath affirms his commitment to building a platform that is truly right for the user. According to him, SEBI has frequently highlighted the conflict of interest in mutual fund distribution. Typically, a distributor pushes products from whichever fund house pays them the highest commission, which may or may not be in the best interest of the investor.

“Now, contrast that with a Chief Investment Officer (CIO) of a mutual fund. You never have to worry about a CIO favoring a specific stock just for a kickback, because you are already paying them a 1.5% management fee. Their interests are perfectly aligned with yours,” Ashish tells Jameel Akhter.

“By charging a nominal fee of ₹99, I ensure that I am never under pressure to monetize your data or push irrelevant products just to keep the lights on. My accountability remains solely to you,” he added further.

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Why the Freemium Model Doesn’t Work for SaveSage?

Addressing the possibility of a freemium model to appease critics, Lath was blunt about the economic realities of running an exclusive rewards platform. He revealed that the majority of the company's expenses are incurred the moment a user signs up.

“Our business is unique because I incur the majority of customer acquisition costs immediately upon sign-up. If I offered a freemium model where you join for free and then decide whether to subscribe later, I’ve already spent the money. That creates an uncertainty I cannot afford,” Ashish tells Startup Pedia.

Lath emphasised that he is unwilling to compromise the platform's integrity just to chase user growth. He reiterated that the nominal fee is a protective barrier for the user's own financial safety. To bridge the trust gap, Lath noted that the app now includes videos and simulations so users can see exactly what they are getting before they commit.

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About Play Store 1-star backlash

Following the airing of his Shark Tank India episode in January 2026, SaveSage faced a significant wave of backlash on the Google Play Store. 

The app was hit with hundreds of 1-star ratings from users who were frustrated to find that the platform required a paid subscription to access its features.

Later on, Lath stated that while the 1-star ratings were a short-term spike, the platform has already begun to see a recovery as users realise that paying a small fee is a protection cost for their financial data and unbiased advice.

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