Despite major investments in family safety tools, Greenlight noticed a growing disconnect between the value we had built, and how families were perceiving it. Only 0.19% of tenured families were upgrading each month from our Core and Max plans to the Infinity plan — despite offering the most comprehensive suite of safety features.

At the same time, about 40% of our Core and Max users were also subscribing to Life360 — a competitor to the Infinity plan features — signaling a clear demand for robust safety solutions.

The insight was simple: families weren’t upgrading because they didn’t fully understand or experience the value of our safety features.