“The way that you have to increase the price on existing subscriptions in the app store — the UX is confusing and cumbersome. To us it was impossible to AB test. It was a huge risk. Is it 75% attrition? Is it 25%? It was just too big of an unknown.”

Grandfathering loyal subscribers protects a retention floor you cannot A/B test

Raising prices on new subscribers is a measurable experiment. Raising them on existing subscribers is a one-way door with no clean control group. Lose It! grandfathered all existing subscribers because the attrition risk was completely unknown — and because their culture treats the original subscription bargain as a promise. Grandfathering also becomes a retention asset: users on a lower locked-in price have an incentive to stay.