What justifies the huge subscription price increase?

As a 1Password user since getting it in the MacHeist bundle ages ago this is the final straw for me. I've been increasingly frustrated at the direction AgileBits has been going in for a while now and pushing the price even higher than it's already high price among password managers made it easier than ever to walk away.

What bothers me is that they are going after individual consumers with this big price increase.  The profits they make from Business/Enterprise customers should be more than enough to cover the extra money(profit) they are looking for.

As of late 2025, business customers account for over 75% of 1Password's total revenue, marking a significant shift toward enterprise security. The company serves over 180,000 business clients, including about 30% of Fortune 100 firms.

When I responded to the price increase email, I was disgusted by the AI BitBot's tone deaf response to my comments.

Very disappointed in 1Password and I will be looking at other options.  Corporate greed knows no bounds.

Hey everyone! We hear the concerns about AI, especially when it comes to privacy and security. That’s completely fair. We want to clarify and be very transparent about how this specific feature actually works.

We use AI internally to help create and maintain a reference list of common websites, things like primary URLs, login URLs, and human-readable names. This work happens entirely on our own systems, not on your device. That information is compiled into a static database. When you create a new login item in the browser extension, 1Password simply checks that database and applies the appropriate readable name. For example, it might label a login “American Airlines” instead of “aa.com” or “AA.” That’s what the AI-powered item naming feature (launched in 2024) actually is, essentially a smart lookup table that makes saved items clearer and easier to find.

Importantly, this doesn’t access or analyze your vault, your data stays end-to-end encrypted, nothing from your vault is sent to any AI systems, and no external AI services or large language models are involved.

We know AI raises important questions, especially when it comes to security and privacy. Our approach is intentionally limited and privacy-respecting, designed to improve usability without ever touching your vault data.

Just saw the email about the new family price increase. As a 1Password user forever, I have to say I'm pretty disappointed. Of course, what am I going to do, not pay? I think that, considering that Apple now has a free password manager that is pretty nice, increasing your prices is really a bummer. 

Alfredo

Dear all,

I received an e-mail that the annual price will be increased with next invoice. This mail also requested me to accept the price increase via Billing section in my account.

Because I do not click links with such requests, I opened the Billing section. Within this Billing section I have not seen any field/button to confirm/accept the new price. It only shown the new price from next payment date on.

Are any activities required? Maybe it differs from country to country. I am from Germany and the account is registered with German address and creditcard.

Thanks for your replies.

has it ever occurred to you that the new "features" are not that useful for the majority of your users and thus hard for us to justify the price increase?

Can you just separate your AI and other fancy nilly willy to enterprise customers?

So my Family Plan seems to have gone up 20% before tax, from $59.88 to $71.88, which seems a huge increase but it equates to only $1 a month.

I've just looked back at my invoices since 2018 and they all say $59.85, so this 20% is equivalent to 2% a year.

Everything seems to be going up, some things I choose to stop buying like coffee and beer which was £7 for a pint of ordinary bottled beer the other day with a meal when went out, an utter rip off.

$1 a month for something I use all day everyday seems quite reasonable to me :-)

I've edited to add that my Family Plan is used by 5 people so actually that is 20 cents each per month.

My app is set to renew on the 25th of March yet Apple has it charging me the new higher amount. I reached out and they said the developer has set the price that way and they are strictly the billing party. Seems pretty wild that they are charging me the higher amount when it doesn’t go into effect until 2 days later and pretty shady that have switched it for everyone already again.. when it isn’t supposed to be in effect until the 27th

The 1Password family plan includes 5 members, but it has allowed for extra members at a per-member add-on price. 

The old annual family plan pricing was $60/year for 5 members, or $12/year/member. The charge for extra members was also $12/year/member. So for my 12-member family we paid $144/year.

The new annual family plan pricing will be $72/year for 5 members, or $14.40/year/member. This is a 20% increase. But nowhere does 1Password mention any longer that extra members will be allowed on the family plan or what those extra members will cost. I am guessing that extra members will also cost $14.40/year/member on the new annual family plan? But that is only a guess.

When I look at the billing section of my family plan it appears to be in disarray. It does not properly list the number of extra members on my plan and it does not account for those in the notice of what will be charged on my renewal date.

I'm guessing that all this will be worked out before my renewal, but maybe someone else on a family plan can let us know whether extra members will continue to be welcome on the new family plan and what the actual charges are for extra members on the new plan.

Or maybe someone from 1Password could clarify?

I got an email saying 1Pass was increasing its annual fee from $36 to $48. That's a 33% increase! Makes grocery price increases look like pennies. I'm looking at alternative password managers. Anyone else?