CASE STUDY: DASHLANE
+19.3% upgrade rate.
One switch, no price change.
Dashlane is one of the world's leading password managers, with tens of millions of users across free and paid tiers. We were brought in to answer one question: why weren't free users upgrading?
Before
Free plan
$0 / month
∞ devices
50 passwords
Get Started
After Pantry Intervention
Free plan
$0 / month
∞ passwords
1 device
Get Started
Free users got unlimited passwords (but only on one device).
You don't have to make your free plan worse to convert more.
The assumption was: once users hit 50 passwords, they'd pay for more. They didn't because passwords weren't what they actually valued. Syncing across devices was.
Show me on a call
Three ways we work with you.
“I don’t know if my new features should be free or paid”
Every time you ship a new feature, you face the same question: do you put it in free to attract more users, or in paid to convert them?
We help you decide
“My free plan isn't converting”
We diagnose the leaks, redesign the upgrade paths, and launch interventions that drive immediate MRR.
We fix it
“I don't have a free plan yet”
We architect your freemium strategy from the ground up to ensure it drives acquisition without cannibalizing your paid tiers.
We build it
Grow conversion without killing distribution.
The best free plans are win-win: users get real value, and the product earns the upgrade. We design the give-and-get so that the free plan drives acquisition, conversion, and retention, all at once.
When your free plan works, everything works.
Free users upgrade plan without being pushed.
Your paid tier grows without touching your pricing.
And the free plan stops feeling like a cost center.
That's what we build toward. Here's how we get there.
What we actually look at
Plan architecture
Feature gating
Upgrade triggers
Onboarding-to-upgrade friction
Value thresholds
Usage limits
Conversion copy
Pricing page design
Current pricing structure analysis
Client segmentation review
Revenue leaks diagnostic
Give-and-get analysis