Life360 · B2C · family location sharing app
Match good drivers with cheaper car insurance using their driving data
Planned; could double revenue at 1/8 of paid-user performance
Unknownads-monetizationpartnerships
What they did
Modeled on Credit Karma's card matching: use known driving behavior to tell top drivers (e.g. top 5%) to share data with insurers and save money, and match hard-to-insure drivers with specialists. An earlier attempt into insurance with Allstate only produced a sliver of product. Could eventually replace subscriptions with free everything.
What happened
Not yet live; guest projects it could essentially double revenue.
- Stage
- scale
In their words
Sub Club by RevenueCat · Freemium Done Right: Lessons From a Multi-Billion-Dollar App — Chris Hulls, Life360“the holy grail for us, kind of the Credit Karma equivalent is is drive in insurance products for driving, cuz we know how you drive.”
“"Hey Jacob, you are in the top 5% of drivers. You absolutely should give your insurance data to insurance companies. You will be saving money. And here, we can help you."”
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More from Life360
All 23 Life360 tactics- Keep 2 days of free location history even though cutting it doubled subscribersCutting to 6-12 hours doubled subs from that hook; not shipped to protect free users
- Show the top-price plan on the paywall only to people a model predicts will buy itDoubled new Platinum subscribers without losing a single Gold subscriber
- Announce a pet feature with a cute animated dog that asks to be pettedCalled a huge success; many users made pet profiles; no numbers
- Sell trackers at low margins to pull people into the app and keep them longerTile owners retain better than non-owners; Pet GPS requires a subscription
- Add in-app share buttons and gifted subscriptions to copy parents' word of mouthFailed across the board; parents don't share inside apps
- Offer a free Tile tracker to people who subscribeHelps conversion for certain users; no numbers
More from this episode
- Life360: Give daily location sharing away free and charge for safety featuresGrew to 80M+ active users and ~$400M revenue; about 1 in 8 families pay
- Life360: Don't charge anything until you reach 10 million active usersFounder says charging early would have killed them; no direct numbers
- Life360: Write down which free features can never be taken awayToo new to judge; founder says ask again in a year
- Life360: Test new ideas with a fake button shown to about 100 people
- Life360: Show banner ads to free users and check harm with a holdout groupHoldout showed no harm; banners drive little performance and CEO wants them gone
- Life360: Offer a one-tap Uber ride when a user lands at an airportFounder says it adds value to users; no numbers
- Life360: Sell only grouped location data, not raw GPS feeds, to a data partnerAbout $20M+ a year from Placer.ai; still some bad press
- Life360: Block ads for young users and let staff report bad ads in SlackGuest says it's been okay; a few bad ads still slip in
- Life360: Chase every possible battery or location bug, even if most are false alarms80-90% of chases are false alarms; old battery bugs still hurt trust