“Getting that freemium mix right is what can really drive a product forward so I think it's a kind of an under-experimented-with aspect of premium subscription apps is actually moving features in and out of that premium experience to figure out what's retaining people and what's actually driving monetization.”

Experiment With Moving Features In and Out of Premium — Most Apps Under-Test This Lever

Most teams treat the premium feature set as fixed. Brandon's team actively tests which features belong behind the paywall — moving them in and out to find what actually drives conversion versus what was assumed. This freemium-mix experimentation is one of the most impactful yet underused levers in subscription app monetization.