Freemium at Scale: Why Life360 Protects its Free Users – Giordano Contestabile

“We have a feature that is a location history where you can look at for the last two days for free users where people in your circle were.”

“And so we use machine learning to target platinum to people that we thought based on data, based on previous experiments, based on profile, we have about 900 data points that we use for that.”

“We have a fellowship program where basically you can raise your hand and say, "For the next three months instead of doing my job, I want to go and figure out how to make my team faster, how to use technology to make my team faster."”

“Velocity, how many experiments do you ship? We rate what percentage of those are successful, but there is a caveat there that we go through now. And the average win, right?”

“So maybe on day two we see that you haven't used a feature, which maybe you have a look at location history, which is a very popular feature. So we say, "Hey, do you know that you can see that?" And we use customized, so if John is in your circle, we can say something like, "What was John up to yesterday?"”

“We basically, on app open, there was an animated dog popping up, like very cute and asking you to pet him, right, to pet it. And so you tap on it and then you open the feature. And so that worked very well.”

“for example, we're doing a lot of work on pets. Why? Because about 80% of our families with kids that use our platform also have a pet.”

“In some cases, like with Pet GPS, you need to be a subscriber to use it and that's in Italy, user acquisition and subscriber acquisition, which is always a good thing.”

“When you subscribe, we say, "Hey, do you want a free Tile?" Or things like that, that with certain users that helps converting.”

“we have a paywall in onboarding like every other app. Sure, it does add one screen of friction, but not having that, we're aware of will cut off a significant amount of other new subscribers.”

“We could not offer roadside assistance to free users because every time they call it, we pay for the tow, right?”

“Uber started as a partnership on the lending notification product that we built and that's a product we built for users. We built it just because it was actually a Hackathon product project.”

“And maybe we say, "Hey, you can gift a silver subscription, you can get yourself a silver subscription." Different things, right? Nothing, nothing, really failure across the board.”