“Last year I had a high churn and I really reduced it like drastically by adding a yearly plan. It sounds stupid, but now they are engaged for a year, so they will use the service better.”

Adding a yearly plan drastically cut churn by locking in engagement

An annual plan was the single biggest churn lever in the business. Once users commit for a year, they treat the product as something to extract value from, lifting both usage and retention versus month-to-month subscribers.