TLDR Tech / Marketing
We stopped forcing the subscription model on our users
Lovable found that forcing a subscription-only model hurt retention because user demand was irregular and many users rejected ongoing commitments. It introduced credit top-ups instead and A/B tested pricing, and a 20% premium over subscription credit prices performed best while a 40% premium reduced adoption. The 20% markup increased engagement and bookings, and paid plan retention rose by 7%, even though upgrades to higher plans dropped by nearly half. Within one week, 20%+ of bookings came from top-ups, and subscription revenue still grew. Flexible pay-as-you-go options matched real usage patterns better and drove stronger long-term value than subscription-only billing.
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