We’re here to help you on the research part of your job and save us hours of work. You could do it by yourself, for sure but it would take ages (finding new apps, registering, testing product, taking screenshots, organizing them in to categories...). See Nicely done as a shortcut for your research. If you don’t see the value for that price it's maybe not for you (and that's fine)! Feel free to reach out for any question.
Regardless your creative process, you should take a look at your product competitors or other industries and you’ll find some great inspiration (on the UX, UI, UX writing, content hierachy part etc...).