“When we tested it for the first time it broke even. That was quite a surprise for us because that had never happened before. And so we tested it again on iOS and on Android on different cohorts of users — new users, existing users, reactivated users. We kept getting similar results.”

When a price test breaks even, that is the signal to raise prices

Years of testing showed that raising the price always lost money on net — until late 2024, when doubling the price simply broke even. Patrick treated that break-even as green-light data: if there is no revenue downside and the higher price unlocks paid acquisition and covers AI marginal costs, raising it is essentially free upside. A break-even test is not a reason to pause — it is a reason to move.