Overview

Background: Most of our revenue before my team joined was from ads; business goals shifted and we prioritized the product / membership subscription; needed to increase subscription revenue

Problem: Our subscription membership feature set was lacking; main feature was calculators, which users sign up for a free trial to use and then churn; needed a feature that delivered ongoing value and couldn’t be used up within a trial

Solution: Launch Pro Perks, aka partner perks that deliver measurable value on an annual basis

Scope

Goals: Increase free trial conversions + net new direct to annual conversions

Team: I worked closely with our CPO / executive leadership, director of product, senior product designer, and data analysts, and interfaced with our partners and their legal teams

Timeline: January - March 2026

Process

Messaging guidelines:

Developed messaging/positioning for Pro Perks for internal user in product and marketing, external PR, and partner use
Came up with ROI-forward framing - $5,000 annual value

Product placements:

Came up with messaging for upsell from registered (upgrade), free trial (skip ahead), and monthly (switch plans) users
Strategized and wrote Pro Perks placements in product:
- Dashboard cards and announcement banners
- Activation/Upsell modals
- Tailored checkouts

Emails: