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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 honestly and without any sales pitch justify this huge price increase? After years of a loyal paying 1Password user, this really makes me look around of alternative options.
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.
146 Replies
dvmierlo asked 1Password to justify the price increase. 1P_Blake's marked "solution" does not address pricing AT ALL, instead explaining how AI is being used at 1Password.
I just subscribed to 1Password because of a few features that personally justify its higher price. However, most users would be very well served by even Bitwarden's free tier. If 1Password is interested in retaining users (and earning new ones), it needs to address the question. That is:
- What EXISTING features does 1Password offer that its competitors do not?
- What NEW features is 1Password working on, and what's the roadmap for their release?
The broadcast email did a poor job of answering the first question and did not answer the second at all. Hence this thread.Interesting, as of today, despite the follow up email saying the price increase was sent in error, if you look at the billing page, it still has the increased price. Is the "glitch" still being fixed?
- 1P_Blake
Community Manager
Hey gman! Sorry for the confusion there. If you signed up on or after November 17, 2025, you were already on the new pricing and were never supposed to receive the price increase email in the first place. That announcement was only meant for legacy members on older rates.
The follow-up email you received is us reaching back out to those customers to confirm their billing will stay exactly the same as when they signed up.
I’ll likely be switching to another password manager that I’ve been testing and setting up over the past few weeks. The price increase prompted me to explore other options—something I assume the decision-makers anticipated and factored possible churn into their strategy.
I do acknowledge that 1Password offers the smoothest integration within the Apple ecosystem. However, other alternatives, while involving a bit more friction, deliver comparable performance. In my case, that level of premium is simply not justified.What's your alternative? I'm assuming forum rules don't prohibit mere mention of competitors.
I haven't considered anything other than 1P for some years. Last time I did, nothing truly came close particularly for cross-platform use (I have a bit of a mess of iOS, Linux, Windows & Android). But it's probably time for me to survey what's out there (though I suspect I'll stay with 1Password until the corporate/AI infection becomes truly unbearable, which is close to inevitable).
I'm not annoyed about the price increase, even if it is quite "sporty". The prices have been constant in recent years, so the increase is not unexpected. However, I am annoyed by the rather stupid arguments used to explain the price increase. I'm really annoyed because an answer is labelled as a "solution" that doesn't address the thread starter's question with a single syllable! However, this seems to be systematic here, see, for example, the desire expressed by many users for years for the possibility of exporting individual safes. This request is consistently ignored. The focus seems to be more on the large companies, you are welcome to do so, but without me.
My only regret is I feel compelled to go ahead and leave now. I still have several months before my subscription was set to renew. I have already canceled the auto renewal. I have ample time to explore the alternatives, however I think I have already made my decision. In a Bit, I will subscribe to the new service.
Do you mind telling us who youve selected?
Moved to a password manager based in Switzerland, from a non-profit organisation, and with open source code, independently audited.
+1 to all of this. A sudden 20% jump is tone-deaf.
So many leaving over a few dollars, at least my inbox will be quieter 👋👋
Calling it “a few dollars” ignores regional pricing realities. In Brazil, Families jumped 128% (R$219 → R$499). That’s a significant cost increase for many families.
Our pleasure. See you next year when the price gets yet another bump.
They raised it once in 10 years. Ok.
It's pretty pathetic that they are raising prices by 20% for their own improvements. Sounds like they went way over budget and are punishing their customers. It's a pain to switch and they know it and are banking on just losing some customers. It's sick and unethical. I own a few businesses, I would never do this. The right way to do it is to grandfather in your customers and put the new pricing up for new customers who can see what they are getting before buying.
- They should use what they have build to win more market share. Instead 1Password is punishing existing customers. It is not about the money, it is about a mentality that I do not want to support.
