Tech-driven astrology apps abound

It’s clear that astrology is no longer just another Millennial fad when corporate behemoths such as Amazon are using the millennia-old study of the cosmos and its relativity to human’s lives to shill products and services. Now, sophisticated new apps that offer users highly-individualized astrological information are legitimizing the zodiac as a means of modern self-exploration.


Co-Star, the first A.I.-powered astrology app, is a true “star” in every sense of the word: it is currently the most popular astrology app in the iOS app store, and has been downloaded 2 million times. The app uses actual NASA data to generate personal daily horoscopes, as well as highly-shareworthy push notifications and personalized, comprehensive natal charts. The app also has a strong social component: users can also follow their friends’ Co-Star profiles and review their social compatibility, and the brand’s highly-engaged-with Instagram profile has nearly 400k followers.


Digital media company Sanctuary Ventures Inc. raised $1.5 million in seed funding for the launch of its dedicated astrology app, Sanctuary, in March. The app offers the standard free daily horoscopes while innovating the experience of having one’s chart read by an astrologer: Sanctuary offers users one-on-one readings from a team of professional astrologers in a text-style chat format. With the purchase of a subscription, which is $19.99 monthly or $199.99 for the year, users can access one monthly live-chat astrology reading. Sanctuary also announced plans to expand into astrology-themed merch that would fit neatly into the wildly-profitable self-care sphere.


The Pattern is among the more mysterious of astrology apps that are proliferating. It’s unclear who started the app or how long it’s been around, and the app has no social media presence, differentiating it from not just other astrology apps like Co-Star, but setting it apart in the vast social space dedicated to astrology. And yet, word of the app’s harrowing personalized readings—under the buckets of Foundation, Development, and Relationships, with subsections under each of these—spread late last year. The Pattern’s readings are meant to have the user truly examine themselves and by extension, take control of their choices and development.

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