“Our free product is amazing since the beginning. We actually operated from 2008 to 2012 without a paid product. Our free product has always been very useful to people. We invest a lot in it.”

A genuinely strong free product stabilises retention even as the paid price rises

When Lose It! raised its subscription price, concerns about retention were muted because the free tier remained fully functional for the core weight-loss task. Users who do not convert to premium are not frustrated — they can still accomplish their goal. That free-product quality acts as a retention safety net, keeping the base engaged and making premium feel like an upgrade rather than a barrier.