“Designing the user experience for product-market fit means making that onboarding so sticky that you wouldn't have got frustrated and confused — it would have just been easy to use. It requires a lot of setup, it may even have to have required a service angle to onboard.”

In data-heavy categories, concierge onboarding is the moat

Jacob's diagnosis of why family-management apps keep failing: the apps that should win die in onboarding because users abandon during setup. The fix may be a service layer — concierge onboarding — to get past initial data-entry friction. In data-merger categories (family, finance, health), heavy onboarding investment is the moat, not the friction.