Agenda

Agenda is the date-focused note-taking application Alex Boonstra and Momchil Hubenov bootstrapped from the Netherlands in 2018, winning the Apple Design Award in its launch year. The core concept is that notes have dates — a meeting note belongs to March 5th, a project note has a deadline, a journal entry lives on today. Agenda organizes notes chronologically alongside a calendar, so your notes tell the story of your projects over time rather than living in arbitrary folders. The app grew to $3M+ ARR with a tiny team through a unique freemium model: all current features are free forever, and new features are locked behind a "Premium" purchase. Once you buy Premium, you own those features permanently even if your subscription lapses — you just don't receive new features added after your subscription ends. This "fair" freemium model generated enormous goodwill in the productivity community and became widely cited as a model for indie app monetization. Agenda's native macOS, iOS, and iPadOS apps — with iCloud sync — made it the favorite note-taking app for Apple-platform power users.