Show the top-price plan on the paywall only to people a model predicts will buy it

Giordano ContestabileSo in this example before, will we go and we build and build a big feature for a micro audience? No, probably, but we can know that that audience responds better to certain things. And we can target promotions, we can feature education, and other things to the audience.

Giordano ContestabileAnd so this machine learning layer orchestrates a lot of the things that the people see in the app in terms of paywalls and push notifications, in app messaging, et cetera, et cetera. Eventually we see that becoming a much deeper personalization layer, even personalizing features in the app, but we kind of started from the growth revenue layer.

David BarnardI think people sleep on just how powerful things like that can be. You onboard a user, they probably don't read half the stuff. Sometimes you do a 60-page onboarding, sometimes you only do a three. But once you get into the app, it's done for a lot of apps.

Giordano ContestabileThe majority of users choose gold, which I will say is great for most people. Platinum has additional feature. There is a much wider range for roadside assistance, for example. So if you drive a lot, it's a good deal. There is identity protection. There are a bunch of other services that we offer.

Giordano ContestabileIt's sometimes hard to explain it. People rotate to the mid-tier pricing product. In a paywall, you often cannot show all of it. So you just show the one that most people will go for. 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.

Giordano ContestabilePeople that we thought had a higher propensity to subscribe to platinum. It doubled the percentage of new users that subscribing to platinum. So that was already very, very good. But it did that without losing a single gold subscriber, which was super surprising.

David BarnardThat's incredible.