Nathan Latka

So we'll come back to this chart in a second with some more recent cohorts.

But I want to go back to what you guys were selling in 2020.

This was the headline.

Do you remember this headline?

You've moved away from this since then.

And we'll jump more into the AI, but having a product suite, obviously, of five product features is great.

Getting customers to actually use all five product features.

is a different story and a key way to get people to use all five features is to make sure you structure your pricing.

So this new and updated pricing page looks a lot different from $49.95 back in 2010.

How did you go from $49.95 to this?

Can you guys, if you look really closely at the descriptions under each price point, do you see anything sort of interesting or very non-standard?

If you look at the descriptions under each pricing plan, most pages like this, you'll see numbers.

It'll say number of contacts, one, and then 50.

And there's real utility-based upselling.

I imagine it was an intentional choice that you avoided that in this screenshot.

Why?

You talk about startups and freelancers in that first plan.

It talks way more from an emotional perspective to the folks that should be buying each sort of price point.

But it still worked, because we see your average revenue per user, especially on, obviously, the ACV basis, growing year after year.

Talk to me about what the team looks like that's in charge of driving this kind of expansion in first year ACV.