What Co–Star does

Co-Star (legal entity: Co-Star Astrology Society) is a privately-held consumer technology company founded in 2017 by Banu Guler and headquartered at 401 Broadway, New York. The company operates a freemium mobile astrology application that delivers hyper-personalized daily horoscopes generated by combining NASA Jet Propulsion Laboratory planetary data with a proprietary rules-based natural language generation system that pairs GPT-based AI models with a five-year curated content library written by staff astrologers and poets. Co-Star's core technology stack includes a Haskell backend (chosen for type safety, allowing a single backend engineer to support millions of daily users), the Porphyry house system for natal chart calculation, and real-time transit mapping that compares the user's birth chart against current planetary positions. The platform serves approximately 25% of young women in the US, generating millions of personalized horoscopes daily with a global download cadence of roughly one every five seconds.

The product surface includes the core iOS and Android app (free, supported by viral social compatibility features), a free web-based natal chart generator with weekly email horoscopes, and an Advanced Readings shop monetizing through Ask the Stars (credit-based Q&A), You in Love ($9 per reading), the Eros couples subscription, and paid manually-added friend charts. Co-Star generates 100% of revenue from in-app purchases with no advertising, and the company has raised approximately $21 million across a 2018 seed, 2019 seed extension, and 2021 Series A led by Spark Capital, Female Founders Fund, and Maveron.

The team is approximately 30 people, including a founder/CEO with fashion-tech product background (VFILES, Diane von Furstenberg, Michael Kors), a COO with a Harvard MBA, and a CTO. Distribution is entirely organic, driven by press coverage (NYT, Vogue, Vanity Fair, Financial Times), celebrity user endorsements (Phoebe Bridgers, Ariana Grande, Kevin Durant, Big Sean), Instagram and TikTok presence, and inherently shareable in-app screenshots. The company is CCPA- and GDPR-compliant and integrates Facebook Connect for onboarding.

Name

Co–Star

Legal name

Co-Star Astrology Society

Website

https://costarastrology.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Co-Star is a New York-based consumer astrology app founded in 2017 that delivers hyper-personalized daily horoscopes via NASA data and proprietary AI-human content generation, serving approximately 25% of young women in the US through a freemium model monetized entirely via in-app purchases.

Ownership category

akta.pro rank

Product category

Astrology & Lifestyle Apps

akta.pro primary industry

Review-Led Travel Discovery & Booking Platforms (THAKAAAN)

Keywords

• Astrology app
• Personalized horoscopes
• Natal chart reading
• Birth chart analysis
• AI astrology software

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. In-app Purchases (Freemium): 100% of revenue comes from people paying for a la carte in-app purchases. Purchases include manually adding friends and advanced chart readings. The 'Ask the Stars' feature uses a credit-based system — users purchase credits to ask additional questions beyond their first free question. 'You in Love' reading costs $9 per reading.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Co–Star delivers hyper-personalized, real-time astrology content through a freemium mobile application that generates full natal charts from birth date, time, and location using NASA JPL planetary data, and produces daily horoscopes and compatibility readings via AI-augmented natural language generation. Its core revenue driver is a suite of à la carte in-app purchases including credit-based Ask the Stars Q&A, You in Love personalized relationship readings ($9), Eros couples subscription, and manually added friend chart unlocks.

Product overview

Co–Star is a hyper-personalized, real-time astrology platform built around NASA data and AI-generated content. The core offering is the Co–Star mobile app (available on iOS and Android) which delivers daily horoscopes and birth chart analysis. Supporting the app is a free web-based Natal Chart Generator. Premium revenue comes from the Advanced Readings Shop featuring Ask the Stars (a credit-based Q&A feature), You in Love readings ($9), Eros partnership subscriptions for couples, and manually added charts for friends without the app. The company uses a freemium model where 100% of revenue derives from in-app purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Co–Star App The hyper-personalized astrology mobile app for iOS and Android that deciphers human relations through NASA planetary data and professional astrologers. Generates daily horoscopes, friend compatibility analyses, and real-time planetary insights using complete birth chart data (all planets, signs, and 12 houses) rather than sun sign only. Free to download with premium in-app purchases.
• Natal Chart Generator Free web-based tool that generates a full natal (birth) chart using NASA data. Users enter birth date, time, and location to receive an astronomical snapshot of planet positions, zodiac signs, and house placements, with email delivery of a personalized horoscope reading every Monday.
• Ask the Stars Premium credit-based Q&A feature letting users ask Co–Star personalized questions about their lives. The first question is free; additional questions require credit purchases. Answers are powered by a five-year proprietary astrological interpretation database combined with GPT-based natural language generation.
• You in Love Reading Paid personalized report priced at $9 describing a user's relationship patterns based on their birth chart, covering how they approach love, attraction, and emotional connections.
• Eros Partnership Subscription Subscription feature for couples where partners subscribe together to receive daily updates and activities about their relationship and astrological compatibility.
• Co–Star E-commerce Shop Online storefront selling Co–Star branded merchandise including apparel, with free US shipping and international shipping available via USPS.

Quantifiable outcome

• 25% of young women in the US use the app
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Partnerships

Three partnerships are on record, tiered minor.

• Lor O'ConnorminorOthersConsulting astrologer who works with Co–Star on astrological content and interpretations.
• Dr. Jennifer FreedminorOthersConsulting astrologer who works with Co–Star on astrological content and interpretations.
• Alice Sparkly KatminorOthersConsulting astrologer who works with Co–Star on astrological content and interpretations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Pattern: The Pattern is one of the most prominent direct competitors in personalized astrology apps, offering natal chart analysis and friend compatibility features on iOS. It targets the same Gen Z / millennial female audience as Co-Star with a similar freemium model and social-sharing mechanics.
• Sanctuary Astrology: Sanctuary offers daily horoscopes, birth chart readings, and live on-demand chat with human astrologers. It competes directly with Co-Star for the same astrology-engaged Gen Z female demographic, differentiating primarily through human astrologer access versus Co-Star's AI-generated approach.
• Chani App: Chani is a queer, feminist astrology app founded by Chani Nicholas offering personalized horoscopes, birth chart readings, and moon cycle content. It serves a near-identical use case to Co-Star with a distinct brand voice and a subscription-forward monetization model.
• Nebula Astrology: Nebula offers AI-powered personalized horoscopes, birth chart analysis, and compatibility features in a mobile app format. It is a direct functional competitor to Co-Star with an AI-driven content generation approach similar in spirit but smaller in scale.
• TimePassages: TimePassages is a long-standing astrology software and app that provides detailed natal chart calculations, transits, and interpretations. It serves astrology enthusiasts with a more technical, depth-oriented product compared to Co-Star's mass-market lifestyle positioning.
• Moonly: Moonly is a mobile astrology and mindfulness app offering daily horoscopes, moon phase tracking, and meditation features. It competes for the same young female astrology audience with an additional wellness/spiritual layer.

Emerging players

• Stardust: Stardust combines astrology with DNA-based insights for a personalized horoscope experience. While narrower in scope, it targets a similar audience interested in self-discovery through personalized data, partially overlapping with Co-Star's natal chart value proposition.
• Astro Future: Astro Future is an AI-powered astrology app providing personalized horoscopes and birth chart analysis. It competes in the same AI-astrology category as Co-Star but at significantly smaller scale, primarily serving European markets.

Broad incumbents

• Calm: Calm is a broad wellness and mental health app with content spanning meditation, sleep, and self-improvement. While not astrology-focused, it competes for the same Gen Z female audience seeking emotional regulation and self-reflection content, and overlaps in the lifestyle/wellness category.
• Headspace: Headspace is a major incumbent in the mental wellness and self-help category, serving a similar audience seeking meaning, calm, and personal insight. It is comparable to Co-Star as a broader competitor in the consumer self-reflection space rather than as a direct astrology rival.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/costarastrology
• TikToktiktok.com/@costarastrology
• Xx.com/costarastrology
• Facebookfacebook.com/costarastrology
• LinkedInlinkedin.com/company/costarastrology

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds3 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Co–Star