Skip to content
Book a call
Document Software / Workflow Automation $4M–$15M ARR Series A, PLG motion PROFIT+ · Research · Optimise · Track

Document Intelligence SaaS

A paywall set on founder intuition was rebuilt on usage data, more than doubling free-to-paid conversion.

4.3%
conversion, from 1.8%
2.4x
trial vs freemium conversion
45k
freemium users re-activated

The challenge

A document-intelligence company had 45,000 freemium users and a 1.8% paid conversion rate, well below the 3–5% PLG benchmark. AI summarisation and extraction in the free tier were indistinguishable from paid. Users had no reason to upgrade, the product team did not know which features drove conversion, and the paywall had been set by the founding team without data.

The approach

Each step below is a step of PROFIT+, named so you can see which part of the method did the work.

  1. Research

    Ran a feature-value analysis using product usage data.

  2. Optimise

    Identified the three features that correlated with conversion and retention — bulk processing, API access and team collaboration — and moved them behind the paywall.

  3. Optimise

    Redesigned the freemium tier to be genuinely valuable but clearly limited, making the upgrade path obvious.

  4. Implement

    Introduced a 14-day full-feature trial and an in-product prompt triggered by usage behaviour instead of elapsed time.

The outcome

  • Free-to-paid conversion rose from 1.8% to 4.3% within three months.
  • Trial conversion outperformed freemium by a factor of 2.4x.
  • Revenue per converted customer rose as trial entrants converted at a higher tier.

In one line

A document SaaS had 45,000 freemium users and a 1.8% conversion rate. We redesigned the paywall and trial strategy using usage data, and conversion more than doubled to 4.3% within three months.

Relevant to Product teams · Document Software / Workflow Automation

Could this be your pricing?

Most of these outcomes started with one 30-minute call and a look at the price card.

Book a diagnostic call

More work

All case studies
01

A product-market-pricing fit crisis turned into 106% ARR growth by re-anchoring the price to fundraising outcomes.

−35% → +106% ARR turnaround over 12 months
02

One pricing tier for everyone became three, aligned to value, adding $4.5M ARR from existing customers.

$4.5M net new ARR, no product change
03

Overlapping tiers buyers couldn't tell apart became clear, value-differentiated ones, lifting ASP 17%.

+17% average sales price in two pricing cycles