Apps that aim to provide on-demand emotional, mental or spiritual support have soared in popularity in the last few years, some explicitly religious, others tied to meditation, psychotherapy or mindfulness. That shouldn’t come as a surprise, given the stressful world we live in, especially more than two years into the pandemic, when many people haven’t been able to regularly seek out their normal refuges in person. One startup helping fill this need is Glorify, a freemium, subscription Christian daily worship and affirmation app that offers biblical passages, devotionals, prayers, guided meditation and Christian music. So far, the app has amassed more than 2 million loyal users, and in just the last six months, it has raised $85 million in Series A & B funding. In this episode of McKinsey on Start-ups, we speak with Glorify co-founder and co-CEO Ed Beccle.