Free-to-paid conversion studio

Your free plan should be your best sales rep.

You have a free plan and not enough users are upgrading. That's exactly what we fix.

Get more upgrades in 30 days

We're the only studio 100% focused on free-to-paid conversion.

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

Unlimited devices

50 passwords

Get Started

After Caliber Intervention

Free plan

$0 / month

Unlimited 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.

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3 ways we work with you.

“My free plan isn't converting”

We diagnose the leaks, redesign the upgrade paths, and launch interventions that drive immediate MRR.

“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.

“I don’t know if my 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?

A clear process, not more guesswork.

Audit

We review your free plan architecture, your pricing page, and the user journey together, not separately.

Value metric discovery

We talk to your users to find what they actually value. This is where we find out your unique product's strengths.

Redesign

A concrete plan to improve upgrade paths, sharpen how value is perceived, and place the right features in the right plan.

Hands on support

We work directly with your product, revenue, and leadership teams to put the plan into action, not just hand over a slide deck.

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.