GoodRx Bets on Digital Subscriptions as Active Users Slide 14%

GoodRx, a U.S. prescription-price comparison and savings platform, is repositioning its business as patients increasingly expect transparent pricing and a smoother online path from consultation to fulfillment. Chief Executive Wendy Barnes said affordability decisions are moving earlier in the prescription journey, making digital subscriptions, manufacturer-funded self-pay programs and integrated pharmacy services increasingly important as the company seeks to reduce its reliance on legacy marketplace volumes.

GoodRx said during its Feb. 26, 2026, discussion of fourth-quarter 2025 results that monthly active consumers ended the year at 5.3 million, down 14% from a year earlier, while subscription plans totaled 674,000. Quarterly revenue was $194.8 million and adjusted EBITDA was $65 million. Pharma Direct revenue rose 41% in 2025 to $151.4 million, while expanded retail coverage brought six of the 10 largest pharmacies onto the platform and lifted order volume 83% from the prior quarter.