![]() We A/B test every single change, not just for the Family Plan, but across all elements of Plus monetization. The largest impact on improved retention is going from zero-members-added to getting the first member added, rather than focusing on going from four to five-members-added - essentially diminishing returns the more members are added. We’ve seen that once you add on your grandmother, your daughter, or whoever to your family plan, you're much less likely to drop that plan because you want to encourage your loved ones to learn with Duolingo. ![]() The Family Plan is a new Plus package that was requested from users for a long time, and for us, the result is vastly improved conversion and retention for free trials when comparing against our individual Plus plan. I hear Duolingo recently launched a new pricing tier ![]() ![]() Understanding how to build product-led companies is what sparked my interest to go to business school. I also previously worked for an identity management company in stealth mode as their first product manager and RapidSOS, an emergency data platform. I’m currently working with Duolingo as part of my MBA internship at Stanford. The company uses a freemium model: the app and the website are accessible without charge, although Duolingo also offers a premium service for a fee. Note: this conversation was originally recorded live and transcribed into this Q&Aĭuolingo is a language-learning website and mobile app. Mateo Creamer, Former Product Manager, Duolingoīreezy Beaumont, Head of Growth, Correlated
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