Scaling Meta Ads from zero to $100K a month — Ethan Ethier, Built With Science

On the podcast: scaling Meta ads from zero to $100,000 a month, why they waited a year after launch before buying ads, and how a pricing page experiment shifted users toward annual subscriptions.Top Takeaways:📉 A big audience buys you a launch spike, not a growth engine Even 7 million subscribers produce a bump at launch and a steady trickle after; durable growth still came from paid ads, SEO, and a product that converts cold traffic.🧱 Fix trial-to-paid before you spend a dollar on ads A full year of product work before the first ad lifted the conversion floor for every channel, because paid traffic always converts colder than organic.🧲 Cold traffic converts better on a quiz than in the App Store A long, personalized web quiz educates users, overcomes objections, and raises perceived value — and it beat direct-to-store traffic in a head-to-head test, which is why 90% of traffic goes there.💰 Show annual first and shrink the perceived risk, not the price Presenting annual upfront with a day-by-day trial timeline and a promised day-12 reminder shifted plan choice from 60/40 to 75–80% annual, with no price change.👯 A two-person plan is retention insurance disguised as a discount 15% off for adding a workout partner gets 15% of trial starts to take it, raising order value and keeping both users subscribed longer.🔬 70% of experiments fail on the first try — winners come from documenting why Locking in the problem before brainstorming solutions, and writing every test down, turns failures into iterations instead of dead ends.About Ethan Ethier:🏋️Head of Growth and Operations at Built With Science, a science-based fitness app founded with YouTuber Jeremy Ethier. Personalized workout plans, nutrition guidance, and AI-powered coaching designed to help users train with research-backed methods.👋 LinkedIn🚀 Built with Science 🖥️ Built with Science CareersFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ

On the podcast: hitting $10M ARR without ever testing a paywall, paying their own customers to help make video ads, and why you might want to turn away some potential customers.Top Takeaways:💸 You can reach $10M ARR with the growth playbook still in the box $1M to $10M in subscription ARR in two years, with no lifecycle email, no paywall test, and no SEO, TikTok, or AdWords. The precondition was over a year of giving the product away first.🚪 Screening buyers out protects every metric that matters A web quiz that tells some visitors the product isn't for them caps conversion on purpose, because the wrong subscriber wrecks retention, reviews, and product signal.🎬 Your own customers can be a creative engine Members submit an audition tape, get a weekly brief, and receive a flat fee in real money (not credits, not discounts) for any video that’s used as an ad.🏷️ Where you put the hardware margin is a bet on where the value lives Sell the band at cost, roughly $80, and the $20 subscription carries the value; charge a premium for the device only if it reads as an object people want.🆓 Hardware kills the free trial, so the free tier has to do the de-risking You can't give away a physical device, so the free tier becomes the proof of quality that a trial would normally provide.🔬 Published research is a moat nobody can clone over a weekend Opt-in anonymized data sharing, ethics sign-off, and peer-reviewed papers move no revenue number this quarter, but are exactly what a skeptical buyer finds when they research your product.About Luke Martin-Fuller:🫀Co-founder of Visible, a wearable activity tracker built for illness, not fitness. Real-time heart rate data and personalized insights help users pace activity within their energy envelope.👋 LinkedIn🛥️Visible🖥️Visible Careers💬Visible on XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[00:00] From $1M to $10M ARR in Two Years[01:57] How Long COVID Led to Visible's Founding[04:18] 5,000 Waitlist Signups for a Product That Didn't Exist[05:54] Building the Founding 100 With a Free App[07:33] Raising Just Enough Money to Get Started[08:27] Why Visible Won't Call Itself a Cure[11:06] Turning Research Into a Credibility Engine[16:49] The Stigma Around an Invisible Illness[19:40] Why Lived Experience Matters for Investors and Employees[21:57] Why an Existing Wearable Wasn't Good Enough[24:46] Designing for Brain Fog and Limited Energy[26:53] Partnering With Polar Instead of Building Hardware[29:12] The Hidden Complexity of Hardware-Enabled Subscriptions[30:59] Oura, Whoop, and the Three Hardware Pricing Models[37:13] From $1M to $10M ARR Without Testing a Paywall[42:09] Meta, UGC, and the One Paid Channel Behind Growth[44:37] Paying Customers to Create and Test Video Ads[47:56] Running an Influencer Program With a Team of Two[51:21] Why Visible's Funnel Qualifies Customers Before They Buy[55:24] Why Hardware Forces Visible to Sell Through the Web[58:49] A 10-Day Journey From Landing Page to Purchase[1:00:44] Using the Free App to De-Risk a Hardware Purchase[1:02:08] A Quiet Series A at $7M in Revenue[1:07:11] Biggest Win: Rebuilding the Web Funnel In-House[1:08:00] Biggest Fail: An AI Feature Users Hated[1:09:41] Why Growth Depends on Insurance, and Who Visible Is Hiring Next

On the podcast: crowdfunding millions of dollars to accelerate growth, the two-year subscription that transformed his CAC payback, and why removing signup friction backfired.Top Takeaways:💰 Raising money means selling your business Equity crowdfunding turned 10,000 engaged users into 2,500 investors, and the smartest founders still raise half of what they think they need.📈 A 2-year subscription can transform CAC payback Offering 2 years at a ~30% discount ($183 vs. $129/year) pulls revenue forward, funding marketing spend the moment it happens.🚧 Removing signup friction can backfire spectacularly Killing account creation looked like a huge win in early tests, but multi-device sync complaints and support grief erased the gains at 100% rollout.🤝 Not every mouth is worth the same in word of mouth Instructors and industry insiders who refuse affiliate kickbacks carry more trust than any paid channel, precisely because they aren't sales reps.🧪 Most startups don't have the sample size to A/B test properly With a billion users, testing is easy; without them it's dangerously easy to read whatever you want into the numbers while a metric further down the funnel quietly breaks.About Jelte Liebrand:🚀Founder of Savvy Navvy, a marine navigation app that is Google Maps for boats. Charts, tides, weather, and everything you need for sailing and motorboat navigation👋 LinkedIn🛥️ Savvy Navvy🖥️ Savvy Navvy Careers💬 Savvy Navvy on XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[00:00] Six Days to an Oversubscribed Crowdfunding Raise [00:36] Introducing Jelte Liebrand of Savvy Navvy [01:46] A Bad Day at Google and a Yacht Race Sign-Up [03:09] Plotting Courses by Hand on a Racing Yacht [05:12] Realizing This Wasn't Just an Ocean Racer's Problem [06:10] Buying a Clipboard to Research the Boating Market [08:16] What AI Teaches Us About Shifting Expectations [13:15] Even Dropping a Pin Is Starting to Feel Dated [14:31] Sitting Down With VCs and Walking Away [16:46] What Equity Crowdfunding Actually Means [20:56] Why VC Only Fits a Narrow Set of Businesses[24:44] Raise Half of What You Think You Need [27:31] Inside Savvy Navvy's First and Later Funding Rounds [29:25] No Preferred Shares and the Same Terms for Everyone [32:35] Why He Tells Founders Not to Raise At All [35:42] Setting a Revenue Multiple Instead of a VC Multiple [39:34] From Just an App to a B2B Platform [42:27] The Arc Boats Partnership That Opened Doors [46:50] Spotting Hardware Opportunities Like Tessie and Tesla [48:30] How the Manufacturer Flywheel Actually Works [52:57] Instructors, Chandleries, and Trust Without Kickbacks [57:44] Two-Year Subscriptions and the CAC Payback Win [01:00:13] Biggest fail of the year: The Anonymous Accounts Experiment That Backfired 

On the podcast: why founders belong in the marketing trenches more often, what makes ‘ugly’ ads perform so well, and why stable ad performance is actually a red flag.Top Takeaways:🚨 Stable ad performance is a warning sign, not a win A $30 acquisition returning $50 can feel safe enough to scale, but that comfort may stop the search for the breakthrough creative that halves CPA or triples purchases.👀 Ugly ads earn the attention that polished ads lose When every feed looks perfectly branded, an unpolished ad that explains the product in the first second has a better chance of stopping the scroll.🛠️ Founders cannot outsource market intuition Sitting in acquisition meetings and developing early creative gives founders a firsthand understanding that no agency or marketing hire can manufacture for them.🧪 Validate demand before building the product Selling a PDF, concept, or promise—even if it must be refunded—is a cheaper test than spending months building an app the market never asked for.🌍 Localization is a testing advantage, not just a translation task Similar-converting international markets can turn a $1,000-a-day US creative test into a $10-a-day experiment, provided the team still accounts for local culture.About Yuliya Lennox:🚀App marketing professional helping apps scale through strategy, experimentation, and deep understanding of user behavior. Experienced in B2C growth, monetization design, and funnel optimization across startups and established teams. Thrives on turning data into actionable insights and collaborating cross-functionally to drive sustainable, user-focused growth.👋 LinkedinFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] The founder thesis: Why marketing has to be felt, not just understood.[2:34] Stability is the enemy. Steady CPMs and CPAs mean you've stopped pushing.[6:54] The case for ugly ads: Why the least polished creative usually wins.[8:46] Sell before you build a single line of code.[14:47] No silver bullet: Why founders can't outsource marketing to a hire.[19:02] The belly fat ad. When brand caution costs you your best-performing creative.[24:49] When brand actually matters: The Solid Starts backlash that proved the exception.[26:31] Betting on localization for cheaper testing and bigger markets outside the US.[32:45] The case for a marketer camp: Why sharing wins beats guarding them.[40:11] Inside Higgsfield's grind: 17-hour days and an early bet on AI video.[46:43] Organic growth's double edge. How Replika and Solid Starts hit a ceiling.[56:14] Hire the obsessed: Why passion beats headcount on a great team.[1:01:06] The end of black hat growth. Subscription quizzes, regulators, and a reckoning.[1:06:45] The $1 trial that charged $350, dissected.[1:10:32] Lightning round: Biggest win, biggest fail, and the red ocean/blue ocean divide.

On the podcast: the bootstrapper's path to $10 million in ARR, what's actually investable in consumer in 2026, and why product taste is the new bottleneck, not engineering.Top Takeaways:🎨 Product taste is the new bottleneck, not engineering Build costs have collapsed, but the number of great apps is still capped by the rare ability to make hundreds of small product decisions well.💰 There has never been a better time to bootstrap a $10M app With infrastructure like RevenueCat, paid UA financing, and near-zero build costs, a solo developer can now reach eight figures without ever talking to a VC.🔒 Low churn is the only thing that makes consumer investable Network effects and deep AI-powered personalization are the two credible paths to building a subscription product that retains long enough to compound.🚫 Don't raise venture unless you can articulate the billion-dollar outcome Venture capital comes with preferred stock, liquidation preferences, and outcome expectations that will make your life miserable if the ceiling ends up being $10M, not $1B.🏗️ Bootstrap first, raise later if the market proves bigger Building a cash-flowing business before raising gives you better terms, less dilution, and the option to stay indie if the venture-scale opportunity never materializes.🛡️ Apps aren't going anywhere — agents won't replace beautiful visual experiences People want to interface with products using their eyeballs, and dedicated apps built by focused teams will always beat bespoke AI-generated software.About Andrew Maguire:🚀Andrew founded Volo Ventures in 2021 and is now the Managing Partner. Andrew has spent 20 years building and backing technology companies. He founded Looksharp (acquired) and later became a Partner at Oakhouse Partners, where he invested in a top-decile fund. He also served as COO of The Mind Company, helping scale Elevate (Apple's App of the Year) and Balance (Google's Best App of the Year). 👋 LinkedIn🖥️Volo Ventures💻 Zo ComputerFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[1:36] The consumer thesis: Why AI makes this a great time to build consumer apps.[3:39] The real bottleneck: Taste and judgment, not capital, drive app quality.[6:49] Money doesn't buy PMF: Why more engineers won't get you there faster.[11:12] Breaking the one-shot myth: How X1 turns app-building into modular decisions.[13:09] Neutral by design: What models trained to avoid a point of view cost consumer products.[19:29] The power of utility: Why 15-year-old apps like Strava still win.[22:48] The indie developer moment: Building a $10M app without raising a dime.[25:39] The personal coach thesis: How AI personalization creates a new moat.[28:02] The inference cost bet: Why timing matters more than direction.[36:36] Should you raise venture capital: A real conversation with a founder chasing the wrong outcome.[38:28] Debt vs. equity: What venture debt and preferred stock mean for founders.[53:00] The problem with star ratings: Why review farming broke app quality signals.[1:02:31] Biggest fail of the year: The rise in AI-driven security incidents.

On the podcast: reaching brand-new audiences through web funnels, how they created their own ‘Big Mac index’ for global pricing, and why monthly plans can beat annual for LTV.Top Takeaways:🌐 Web funnels unlock audiences that app stores can't reach Moving users from a lean-back social scrolling mindset to an active download requires an intermediate web flow to build intent and explain value.🍔 Global pricing requires more than currency conversion Building a custom purchasing power index for international markets can dramatically increase conversion, but impact can be further improved by combining it with deep, culturally aware localization.🗓️ Monthly plans create a faster feedback loop for product value While annual plans offer better upfront cash flow, monthly subscriptions provide the undeniable truth about usage and retention. With strong retention, monthly plans can generate much higher lifetime value.🎨 Delightful product moments are the best ad creatives Features that create genuine emotional reactions—like bringing a child's drawing to life—naturally become high-performing marketing assets because they clearly demonstrate the product's core value.🤝 Treating platforms as partners yields strategic advantages Sharing roadmaps, challenges, and user insights with Apple and Google unlocks beta access and design partnerships that adversarial approaches miss.About Yoav Sharon:🎹 Head of Growth and Product at Simply, the company behind Simply Piano, Simply Guitar, Simply Sing, and Simply Draw, which are apps used by millions of learners across more than 180 countries.👋 LinkedIn💪 XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[2:57] Dreams into habits: Helping people learn creative skills through smaller steps.[7:10] The portfolio playbook: How Simply expanded into different instruments.[10:05] Avoiding cannibalization: Measuring interactions between apps and channels across a multi-product business.[15:15] Family first: Why multi-profile and multi-app households become the strongest retention segment.[18:02] Beyond attribution: How web funnels unlocked new audiences and new growth channels.[21:11] From lean-back to action: Using onboarding flows to move users from passive browsing into active intent.[24:24] Web as audience expansion: Why Simply views web funnels as a growth engine, not a fee-reduction strategy.[26:26] Partners, not platforms: Building close relationships with Apple and Google.[32:54] The future of learning: Why immersive platforms could transform skill development.[37:52] The case for monthly plans: How faster renewal cycles improve product learning and LTV.[44:24] The truth about pricing: Balancing annual discounts with long-term customer value.[50:54] The localization advantage: Building a pricing model inspired by the Big Mac Index.[56:01] Japan surprise: The localization lesson that completely changed a paywall strategy.[59:11] AI and visible value: Bringing children's drawings to life and increasing willingness to pay.

Every year, Apple’s Worldwide Developers Conference introduces updates that ripple through the App Store economy for years to come. In this special post-WWDC edition of Sub Club Live, host David Barnard sits down with RevenueCat developer advocate Charlie Chapman and world-renowned growth expert Thomas Petit to cut through the keynote hype. Together, they analyze the technical realities and strategic implications of the biggest announcements coming out of Apple Park.Rather than offering a generic recap of consumer features, the panel focuses entirely on the practical mechanics that impact subscription app growth, retention, and monetization. From the deprecation of SiriKit in favor of mandatory App Intents to the introduction of App Store Creative Assets and new subscription bundling options, this session provides a clear roadmap of what subscription businesses should test immediately, adopt eventually, or safely ignore.More content from the RevenueCat family:👉 Launched – Our sister show that features indie app developers and solo creators about what it really takes to ship something new into the world: https://www.youtube.com/@LaunchedFM👉 StartApp School – Practical courses on monetization, growth, acquisition, and everything else that turns an app into a business. Completely free: https://www.startapp.school/👉 RevenueCat blog: Mobile Paywalls: The Ultimate Guide for Subscription Apps: https://www.revenuecat.com/blog/growth/guide-to-mobile-paywalls-subscription-apps/👉 Subscription App Churn: Why Users Cancel and How to Fix It: https://www.revenuecat.com/blog/growth/subscription-app-churn-reasons-how-to-fix/👉 App Trial Conversion Rate: Benchmarks and Insights: https://www.revenuecat.com/blog/growth/app-trial-conversion-rate-insights/👉 Apple Search Ads: The Complete Guide for App Marketers: https://www.revenuecat.com/blog/growth/apple-search-ads-guide/📆 Subscribe to the Sub Club livestream calendar: https://rev.cat/subclubcalendar 🔔 Subscribe to the Sub Club YouTube channel: https://www.youtube.com/@SubClubPodcast?sub_confirmation=1Follow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:00:00 Intro01:11 Welcome to Sub Club Live WWDC 2026 Special Edition02:00 Upcoming Events: UGC Marketing & Meta Ads Masterclass03:02 Meet the Panel: Charlie Chapman & Thomas Petit04:47 Is Apple Competing for Payments? The "Carrot Era" of the App Store08:45 Why Apple Omitted Hardware Announcements This Year10:33 Keynote Vibes: A Return to a More Authentic, Humble Apple17:07 The Siri Overhaul: Hands-On Beta Impressions of iOS 27 Speed24:22 App Intents: The Mandatory Shift That Could Make Your App Invisible|01:21:54 App Store Creative Assets: Images & Videos in Search Results01:31:51 Custom Product Pages: A Workaround for Testing Header Images01:35:06 The App Store Cleanup: Why Apple Is Cracking Down on Limited Utility Apps01:38:42 The Ad Attribution Stalemate: Why Apple Didn't Update SKAdNetwork01:13:11 Seat-Based Licensing & Group Pricing: Supporting Prosumer & B2B Apps01:05:05 Subscription Bundles & Suites: New Packaging and Retention Strategies01:45:57 Live Q&A: Resetting Trial Eligibility & App Store Cancellation APIs01:49:38 Outro & Wrap Up

What Apple announced, what they buried in sessions, and what it means for your MRR.This Friday, June 12th at 9 AM Pacific / 18:00 CET, join David Barnard and Charlie Chapman (Developer Advocate) as they cut through the keynote hype.We don't do generic recaps of what you already saw in the keynote. Expect the nuts and bolts of how WWDC 2026 will impact your growth, retention, and product roadmap.👉 The Signal: The specific announcements that will actually move the needle for subscription businesses.👉 The Strategy: What to test immediately, what to adopt eventually, and what to safely ignore.👉 The Q&A: We're live, and we want to hear from you. Bring your toughest questions.🔔 Subscribe and set your reminder for the live stream: https://www.youtube.com/watch?v=ub0qxZ9a5ho📆 Subscribe to the Sub Club livestream calendar: https://rev.cat/subclubcalendarSubscribe to the podcast → https://www.subclub.coFollow Us:• David Barnard: https://twitter.com/drbarnard• Jacob Eiting: https://twitter.com/jeiting• RevenueCat: https://twitter.com/RevenueCat• Sub Club: https://twitter.com/SubClubHQ

On the podcast: why authentic founder-led content outperforms, tapping into HSA payments to unlock a whole new audience, and the growth lever no dashboard can measure.Top Takeaways:🗣️ Authentic founder-led content consistently outperforms manufactured UGC Real expertise and genuine personality compound over time in a way no UGC agency can replicate — and it shows up in your conversion metrics.🏥 HSA payments can open your app to a whole new paying audience Accepting pre-tax HSA dollars at checkout effectively gives eligible users a 30–40% discount — and targets people who already see your app as a health investment, not a discretionary spend.📊 The growth lever no dashboard can measure is trust You can't A/B test trust, but you can see it in every downstream metric — trial conversion, retention, word-of-mouth. The apps that invest in it consistently outperform benchmarks across the board.🧪 Removing the free trial can dramatically increase paid monthly subscriptions If your audience already trusts you, a free trial is just a delay. Removing it from a monthly plan can force high-intent users to commit — and the results can be dramatic.🏗️ Consolidating multiple apps into one ecosystem reduces user confusion and increases LTV A portfolio of niche apps sounds smart but usually just creates decision fatigue. One cohesive ecosystem lets you go deeper, price lower, and keep users longer.About Nancy Anderson:🚀 Founder & Business Owner of Natal, Birth Recovery Center, Nancy Anderson Fit, & Move Your Bump, digital health and fitness platforms supporting a global community of hundreds of thousands of women each month through pregnancy, postpartum recovery, and long-term strength.👋 LinkedIn💪 Website📱 Instagram📱TikTokFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] Fitness is expensive; HSA payments make programs more accessible.[1:36] Identified a gap: limited science-based programs for pre/postnatal women.[2:38] Shifted from in-person to online coaching, keeping high-touch engagement.[4:20] First online challenge: 100 participants, before-and-after results drove organic growth.[5:51] Lessons from multiple apps; pivot to a single custom ecosystem.[6:53] Founder-led growth: build trust before selling.[9:30] Audience quality over follower count; engagement drives retention.[11:39] Treating online clients like real-life clients strengthens the connection.[14:50] Authentic, relatable content strategy.[18:52] Real coaches respond to all DMs, comments, and emails within 24 hours.[22:06] Soft selling drives high trial conversion and app downloads.[27:01] Prioritize long-term trust over short-term revenue.[30:27] User feedback informs product roadmap; App Rehab program launched.[36:08] Consolidated four apps into one to reduce decision fatigue.[38:45] HSA integration opens access for new audiences.[46:47] Onboarding logic: phase-specific content improves activation.[48:57] In-app community boosts early engagement and retention.[50:15] Posture assessment acts as an organic “lead magnet.”[51:23] Avoid free workouts to maintain perceived program value.[53:43] HSA simplifies pre-tax payments and incentivizes subscriptions.[59:15] Closing: trust-first, founder-led growth is sustainable for niche apps

On the podcast: about making growth everyone’s job, protecting the free experience even when it hurts conversion, and why an inconclusive experiment is the only kind he hates.Top Takeaways:🎯 An inconclusive experiment is the only true failure A losing test teaches you what doesn't work, but an inconclusive one wastes time and yields zero learnings.💰 Protecting the free tier can be your biggest competitive moat Stripping value from free users to force conversions often sacrifices long-term network effects for a short-term revenue bump.📊 Growth is a company-wide system, not an isolated team When every department—from finance to HR—has the tools and mandate to run experiments, velocity compounds.🤖 Machine learning can unlock new subscriber segments without cannibalizing existing ones Predictive targeting can identify users willing to pay for a premium tier who would have otherwise ignored the standard offer.💬 Social dynamics dictate virality, not in-app buttons You can't force referral loops if your core demographic doesn't naturally share products; understand who actually drives word-of-mouth before building features for it.About Giordano Contestabile:🚀VP of Product at Life360, the family connection and safety app. Life360’s mission is to keep people close to the ones they love.👋LinkedIn📍Life360💭Life360 CareersFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[0:00] Why Life360 refuses to weaken its free tier for short-term subscription growth.[1:35] Inside Life360: 100M users, subscription scale, and the company’s growth strategy.[4:01] Why growth should be a system, not just a dedicated team.[5:54] How Life360 enables every team to run experiments and contribute to growth.[9:13] Velocity, win rate, and the experimentation framework driving compounded growth.[12:40] Why segmentation and machine learning personalization matter more than broad averages.[16:10] Using contextual onboarding and feature education to improve long-term retention.[18:13] Why the first 7 days determine whether users stick around for years.[21:44] How AI personalization is making sophisticated growth tactics accessible to smaller apps.[21:58] Why Life360 protects its free experience even when it costs short-term revenue.[25:15] The tension between freemium monetization and long-term product trust.[29:24] How Life360 measures LTV across subscriptions, devices, ads, and virality.[31:38] Why the “circle” changes everything about Life360’s product and monetization strategy.[35:16] How pets, Tile devices, and hardware products increase retention and LTV.[39:17] The vision for Life360 as a family super app.[43:20] Ads, partnerships, and monetization strategies designed to add user value.[47:48] The machine learning experiment that doubled platinum subscriptions.[49:43] The biggest failed experiments and why “parents are not viral.”[52:46] Why growth gets easier when every team thinks like a growth team.