“Find my came out later Like location's everywhere We would be dead in the water if we tried to... it really helped us because it reduced the stigma that was there... someone's using fine my they've got over the hump that this is a real need and then we're just so much better”

A big-tech free competitor can validate your category for you

When Apple launched Find My, Life360 expected a threat but got a tailwind: Find My reduced the cultural stigma around family tracking and sent Life360 a stream of ready buyers who wanted 'Find My, but better.' A dominant free product from a platform giant can act as top-of-funnel education for your paid product. The key condition: your category has to be genuinely better — not just differentiated — so the validated buyer naturally converts.