Protect what matters – even after you're gone. Make a plan for your digital legacy today.
Forum Discussion
Solved
What justifies the huge subscription price increase?
Today I received an email from 1Password with the message of a price increase.
Current price: €31.80 EUR / year New price: €43.80 EUR / year
This is an enormous price. Can someone from 1Password...
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.
A 20% jump in a single year is difficult to justify in today's environment. Recent U.S. inflation has been in the low single digits (for example, CPI rose 2.9% from Dec 2023 to Dec 2024, and 2025 CPI is shown at 2.6% in Federal Reserve CPI tables), which makes a 20% subscription hike feel disproportionate and punitive to existing customers.
It's also out of step with comparable password-manager pricing. For example, Bitwarden Families is $47.88/year for up to six users, and LastPass Families is listed at $4/month billed annually (i.e., $48/year). Even acknowledging feature differences, moving 1Password Families to $71.88/year widens the gap dramatically for a category that is increasingly commoditized.
In 1Password's defense, they been they been the same price for 10 years... You can't use the yearly inflation on this increase.
Since you are using inflation, $2.99 in 2016 is $4.09 today.
1Password for Families $59.88 in 2016 is $81.15 today.
Also, you can't compare LastPass to them.
The problem is that the current subscription price is already very high for a password manager. And we never asked for a cloud-based service, as a user since 2010 I was perfectly happy with the Dropbox sync. I think all these companies going for subscription are delusional about the budget a family can afford for yearly/monthly computer charges. Each seems to be thinking inside a narrow box where their subscription price alone can't be a deal breaker. But add this to the gazillions of other subscriptions you are now stuck with, and it becomes completely irrealistic. The price 1Password is asking for a year today was the price I paid for the 2010-2016 app, I used V3, 4, 5, 6, and each of them lasted several years. I had the same problem with YNAB, never subscribed to the cloud app, and thankfully, since they constantly raised the fees since, and not in a shy way. AgileBits seems to be considering that a password manager for a single person today is worth 45 USD a year. That's their right. Mine is to consider it is a delirious sum of money for the service offered and take my business (and that of the people who rely on me for maintaining their computers and recommending software) elsewhere.
