“Spotify and Duolingo launched family plans. They acquired the mom and then the mom brought in the dad and the family. You can upsell new features — Quicken, OnX launched global maps versus just your state maps. There are really cool ways that CSS businesses are generating net revenue retention.”

NRR in consumer comes from family plans, upsells, and add-ons — not just price increases

Consumer apps can achieve positive NRR through three mechanisms beyond price increases: (1) family/group plans that expand seats within a single account, (2) feature upsells to premium tiers with new capabilities, and (3) consumable add-ons layered on top of the subscription. Each mechanism requires deep customer data to time correctly — Crowley notes 'you really have to dig deep to understand how these businesses work.'