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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
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
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.
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?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.
- 1P_SimonH
Community Manager
Hi CologneGuy,
I completely understand being cautious about clicking that sort of link. Germany is one of the countries where you need to consent to the pricing change.
Please reply to the initial email about the pricing change and we can verify your information and provide another route to giving consent. Thank you!
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
The last invoice I got was on December 8, 2025, and I was charged $59.85. Does this mean that next December I will be charged the new amount? I'm not getting charged before that, right?
- 1P_Blake
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.
I assume this is being done just on the url captured directly from the browser, not the fields entered in 1password by a user correct? I could see an issue in the latter case if someone picked the wrong field and unintentionally put their password in a url field. This is a problem with windows, and it logs usernames with failed login attempts. So if your password is in the wrong field, poof, the failure gets logged in plain text in the account name audit logs.
There's also a privacy issue. URLs from corporate accounts would likely prohibit extensions. The URL might expose insider information, projects, portals, or violate certain export laws, depending on the contents of the URL.
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.
Concerning business customers versus individual consumers of 1Password, the revenue from the former is certainly larger. Correspondingly, that same revenue is also likely to cover most of the product's research and development costs. As a consequence, another way of viewing this situation is to consider that consumers are 'piggybacking' on the largess of the business customers in a symbiotic relationship, receiving the benefit of product enhancements which may be essentially funded by businesses.
In contrast, a competitive password manager that does not have a strong business presence has no choice but to fund the product's research and development largely from consumer subscription fees. With only one smaller source of funding, the robustness of those R&D efforts may suffer.
Yeah those numbers! Go after the little people with price rises. I would have stayed if it was a small increase. They need to rethink their pricing model for individual subscribers, there are good alternatives out there for free or with a much lower cost.
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.
Hello there,
So I've been a 1Password customer for about 2 years now on an Individual plan and decided to upgrade to the Families package to invite my partner to use 1Password as well, to my shock the price was quite a bit higher than I expected at $71.88. This was on January 14th, 2026, prior to any emails or notices about a price increase.
I sent an email back then about what I thought was a crazy price for a subscription to a password manager and I got a stupid template response and that was it.
Then yesterday, we all got that price increase email and to my shock the price I paid in January is not the price that I should have paid when the price increase is not taking effect until March 26, 2026.
I've responded to the email as they suggested and I've received 3 automated template responses.
It's absolutely abhorrent and ridiculous that you are asking us to pay you more yet I cannot even get any tangible human support or help.
I'll probably be considering requesting a refund or doing a charge back via my credit card if I don't get a reply for a refund after all this.
For a Canadian, Toronto based company I am absolutely embarrassed at how this company is treating its customers.
- 1P_Blake
Hey Tokyokiller! When we send large email updates, we get a flood of replies, including out-of-office auto-responses. The first automated message just confirms we received yours and helps us manage that spike. It’s not meant to be the final answer.
If you've already replied once to the initial auto-response, you're in the queue for our team to respond to you. Continuing to send additional follow-up replies will push you further back in queue, so try to refrain from doing that.With the current volume, replies are taking a bit longer than usual, but the team is working through everything and will get back to you.
Q: What justifies the huge subscription price increase?
A: INFLATION + 8 years WITHOUT increasing prices. That's what.Increase your price by 2-3% every year and customers complain: "Another price hike! I'm outta here!"
Increase your price by the same aggregate amount after many years and customers complain: "That's a huge price hike! I'm outta here!"
No company can afford to keep its prices the same in spite of EVERYTHING that goes into making its products costing more. This should have been at the core of the communication, but I doubt it would have changed the knee-jerk reactions.
FWIW, I'm on a 1Password trial, considering PAYING MORE than I do for Bitwarden. I prefer 1Password due to its implementation of the Secret Key, its more family-friendly sharing model, and (IMHO) its much better UI.
BTW, anyone jumping to Bitwarden because they feel 1Password is too beholden to investors... keep in mind that Bitwaden is also being fueled by big $$$ now. Since they have to support a free tier expect MORE price increases there. There are also popular feature requests at the Bitwarden forum that have been ignored for YEARS:
https://community.bitwarden.com/t/add-essential-keyboard-shortcuts-navigation/76
You'd hear less complaining if either you or they had done a decent job of justifying the why.
Infrastructure costs a fraction of what it did a decade ago.
Most of the feature dev work I see in the changelog is (in my mind, at least) targeted at Enterprise users. I've got to go back to 2024 to find a notable change for regular users -- how much extra per month would you pay to sign in with a QR code?
Meanwhile, a bug breaking logins that's been annoying me for a few years now remains open and, from the last update I saw, unassigned.
It's an extra $10/year. It's not the money, it's what have you done for me lately?
I think the issue isn’t that prices increase — most customers understand that costs rise over time and that companies can’t keep prices frozen forever.
The real problem is how those increases are handled.
A 2–3% adjustment every year roughly follows inflation and feels predictable and fair. Customers can mentally and financially adapt to gradual changes. But keeping prices unchanged for many years and then introducing a sudden 20%+ increase creates a shock effect. People don’t compare it to cumulative inflation over a decade — they compare it to what they paid yesterday.
So while a large increase after many years may be mathematically justified by inflation, it is not perceived as equivalent by customers. From a customer perspective, it feels less like normal cost adjustment and more like a sudden correction or revenue grab.
In the end, it remains an individual decision whether to accept such a change or not. For my part, I’ve already made that decision.
I don't disagree. The response -- however illogical -- is to be expected... it's human nature. I just wanted to point out the unpopular truth about the original question.
I wonder how many of the complainers will ever think about how much they AVOIDED paying over the past 8 years because the price stayed artificially low? Had the price gradually increased, they'd have been paying more for every one of those past years and still ended up at the new price.
