Wethos Platform Monetization
Lead Designer
Context.
Wethos originally generated revenue through payment processing fees, but data revealed a large segment of users engaging with the proposal builder without invoicing. Follow-up research showed that for many, the effort of switching invoicing software was too high, limiting adoption.
To better capture value from this group, we shifted to a subscription model, aligning pricing with how freelancers and agencies naturally used the platform.
Identifying impactful levers.
To determine which features to gate, I analyzed usage data to identify high-adoption features among users who were deeply engaged with project management but hadn’t adopted invoicing. These features served as key conversion levers, making them strong candidates for driving subscriptions.
The best opportunities included:
Creating multiple projects – Essential for users managing multiple clients.
Access to Wethos pricing recommendations – A highly used feature for project scoping.
Advanced branding for proposals – Important for professional customization.
Additionally, to encourage invoice adoption, we introduced a payment processing discount for subscribers, creating a natural incentive for users to explore the full workflow.
Designing clear in-platform messaging.
When gating features—especially for new users—it’s crucial to clearly communicate their value before asking for an upgrade. Instead of hard locks, I used contextual gating, allowing users to see gated features within their existing workflow, paired with a concise value proposition and a clear CTA. The conversion point was designed as a modal, making it flexible enough to appear in any workflow, ensuring users could upgrade seamlessly without disruption and continue their task friction-free.
(Above)
Template tile and preview with obfuscated pricing and a promotional upgrade banner.
(Above)
Template tile and preview shown to subscribed users.
Reinforcing value during subscription changes.
When users begin the subscription downgrade flow, it’s crucial to reinforce the value of their current plan before they make a decision. Surfacing a clear list of exclusive features leverages loss aversion - reminding users of what they stand to lose and helping them weigh the impact before downgrading.
Transitioning existing users to a subscription model.
Shifting to a subscription model meant that many existing users would lose access to features they had previously used for free. Rather than immediately restricting their toolset, we implemented a one-month grace period, granting them temporary access to the paid tier. This approach ensured a smoother transition, giving users time to adjust while in-platform messaging kept them informed about the upcoming change. Clear CTAs directed them to a help center article for further details, balancing transparency with an opportunity to encourage conversion.
Designing downgraded states and positioning.
Users who downgraded to the free tier not only lost access to certain features but also to stored data, such as past projects and custom templates. Rather than deleting this data, we ensured it remained intact and could be retrieved upon upgrading. To communicate this clearly, I designed specific downgraded states for affected components, reinforcing that the data was preserved but not included in their current plan. Messaging was tailored for this cohort, focusing on data access and retrieval, whereas new users saw messaging emphasizing the value of these features for their business.
New users.
Emphasizes value propositions.
Downgraded users.
Focuses on data retrieval.
8.2%
Tracking conversion impact.
Six months post-launch, our subscription model saw an 8.2% average conversion rate, with the template preview page driving over 60% of upgrades. This validated that pricing recommendations were the most compelling trigger, leading us to reposition and emphasize pricing data earlier in the funnel by integrating it more prominently into our marketing page.