Life360 · B2C · family location and safety app
On day 2, nudge people to an unused feature using a family member's name
No numbers; first-week activation strongly predicts users still around a year later
Unknownonboardingnotificationsretention
What they did
The first 7 days matter most: creating/joining a circle and inviting people correlates highly with being active on day 7 and a year later. Orchestrated onboarding and mid-boarding steps: e.g. on day 2, if a user hasn't used location history, prompt 'What was John up to yesterday?' using a real circle member's name. Increasingly targeted on specific behavior. Keep prompts contextual and personal rather than generic 'tap here to check out this feature'.
- Stage
- scale
In their words
Sub Club by RevenueCat · Freemium at Scale: Why Life360 Protects its Free Users – Giordano Contestabile“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 know there is a very, very high correlation between you joining the app, creating or joining a circle, inviting other people to it, or joining a circle. And then being around on day seven and you being around a year later.”
Related topics
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More from Life360
All 23 Life360 tactics- Sell only grouped location data, not raw GPS feeds, to a data partnerAbout $20M+ a year from Placer.ai; still some bad press
- Give daily location sharing away free and charge for safety featuresGrew to 80M+ active users and ~$400M revenue; about 1 in 8 families pay
- 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
- Don't charge anything until you reach 10 million active usersFounder says charging early would have killed them; no direct numbers
- 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
- 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
More from this episode
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- Life360: 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
- Life360: Let every team, even finance and HR, run growth experiments with AI toolsWork in progress; no numbers given
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- Life360: Add pet and aging-parent features so families keep using the app after kids leave
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- Life360: Show one paywall screen during onboarding, even with a generous free planRemoving it would cut a significant share of new subscribers; no numbers
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