The Problem with Feature Bloat – A first world problem

You owned the software. Its didn’t expire or de-activate. It wasn’t connected to a central hub of other instances of MS Word. It was yours until the computer broke. Even then you could re-install it on as many computers as you had a license for. Those days are gone.

In today’s software world, everything is a subscription. Invoicing tools and note-taking apps to that random AI-powered calendar you tried for a week and forgot to cancel. And with those monthly payments comes a promise:

“We’re constantly improving!”

At first that sounded cool. Definitely good and totally desirable. Then comes the day that you open your app and realise it’s grown into a bloated, confusing mess of new buttons, settings, and half-baked features. What happened? Welcome to the annoying world of subscription feature bloat. 

What Is Subscription Feature Bloat?

It’s what happens when software companies keep stuffing new features into a product. No one asked for these features, the new features are there for one reason because they need to look like they’re adding value.

The notion is that constant updates will justify your monthly payment and keep you subscribed. That perfect tool for creating invoices is now crammed to gunnels with buttons and links and reminders. But there’s a fine line between meaningful improvements and just... more stuff. 

Why does this happen?

It’s a Psychological dilemma. A bit like a Netflux subscription. You pay for your subscription and watch all the movies you want, but at some point, when you’ve been through all the back catalogue super hero tosh, and re-watched all four seasons of Strangle Things…Twice… you get to thinking. I’m paying for this service each month. What is new? 

Clearly Mr Netflux is adding lots of content each month but in your eyes, this only amounts to value if you are interested in watching it. Actually that not a great example, soz Mr Netflux.

Same thing (but different) happens in software subscriptions. The bean counters hassle the top brass, and scream that they want subscription retention at all costs: If you’re paying every month, companies feel the need to show they’re doing something to earn it.

It’s also a given that new features generate new marketing hype & guff. New features are an easy way to grab headlines or elevate app store release notes.

Instead of refining their core audience, greedy corps opt to additionally cater for niche audiences with a view to try and capture each and every use-case scenario. Did we really need that Cemetery management addon?

Software companies rarely have the market to themselves, so apps are in a bragging race to offer the most complete solution, handling x functions more than the next player. Nobody’s asking for this.

The net effect for all this is stuff (features) you don’t use. You never wanted these features, never looked at them and never will…but you’re paying for them. This has a toll.

Cummon then what’s the toll on the user experience?

Glad you asked.

1. It’s harder to use the app. You log in and can’t even find the basic tools you came for. The interface is buried under layers of tabs and menus. It feels more like piloting a spaceship than using an invoice app.
2. The original purpose gets lost. That clean, distraction-free invoice app? Now it has a built-in calendar, social media feeds, AI animations, and a chatbot you didn’t ask for. It’s no longer clear what the app is anymore.
3. It breaks more often. More features = more bugs. It worked just fine last month. Add-ons conflict, new updates break old workflows, and you end up spending time troubleshooting instead of being productive.
4. You start questioning the value. If you're not using 90% of the features, why are you paying every month? Subscription fatigue kicks in fast.
5. You get stuck. Switching becomes harder because your data is locked into their bloated ecosystem, and alternatives feel both refreshing but a total hassle to migrate to.

I asked Mr Google for some examples of rampant feature bloat in apps. Their AI bot (which we never asked for) came up with some crackers including "WeChat" 

“WeChat grew from a 2MB app to 58MB due to the addition of features like games, a news aggregator, and even a ridesharing company.” 

New features in apps are welcome when they add real value. It’s not about never adding features; it’s about adding them intentionally. 

Subscription models aren't going anywhere, but if companies want us to stick around, they need to resist the temptation to overload their products just for the sake of “progress.”

More isn’t always better. Sometimes, better is just... better.

Talking about better, it bring us to a message from our Sponsor.

Envoyce is a free & open invoicing platform that is focused on its ease of use and efficiency with everything you need to create invoice with NO BLOATWARE. 

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