If you want to protest the price increase, then cancel your subscription.

YNAB’s subscription policy allows you to keep using the app until the end of the subscription period. Cancellations of subscriptions shows a strong downward economic pressure against the logic of raising prices. Leave an explanation stating exactly what you think about the company for this price gouge.

If enough people cancel, then the company will not see a benefit to raising prices. Each cancelation is worth 10x their price increase. That will hurt very rapidly if a sizeable majority of this sub cancels. Vote with your dollars and your (digital) feet. If they are going to gouge us, then walk out.

If they reverse their position, you can always resubscribe. No harm, no foul.

I just canceled my subscription. Come Feb 1 they won’t get another penny from me.

Instructions to cancel are here. It has to be done on the website if you subscribed that way (because of course it does 🙄). If you subscribed through Apple or Google you’ll need to use your Apple ID or Google Account to issue the cancellation.

If they don’t lower the price, you still want the app, and you subscribed through the website, then resubscribing through Google or Apple when your subscription expires will hit the company with a solid 20-30% service fee. Also an excellent way to protest this poor move.