# Do Companies Remove Their Free Plan? What the Detected Experiments Show?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=10
Tags: pricing, monetization, saas, experiments, trials
HTML: https://www.lazyweb.com/research/how-many-experiments-touch-free-plan-changes
Markdown: https://www.lazyweb.com/research/how-many-experiments-touch-free-plan-changes.md

**Answer.** Only 10 detected experiments across 8 companies in Lazyweb's 4,814-experiment corpus touch a 'free plan' or 'free tier' — and roughly half are strengthening the free plan, not removing it.[1] With a sample this small, treat this as a set of named examples, not a trend.

> Just 10 detected experiments across 8 companies touch a free plan or free tier, and about half strengthen rather than remove it — Lazyweb Research, July 2026.

## The finding: free-plan changes are rare and mixed

Free-plan removal is the smallest tactic in this family: 10 detected experiments across 8 companies mention 'free plan' or 'free tier.'[1] Because the sample is tiny, Lazyweb publishes absolute counts only — no percentages — and flags that roughly half of the matches are free-plan *strengthening*, not removal.[2] There is no directional consensus to report here.

## A named counter-example

Clay removed a qualifier from its free plan — changing 'Free WITH CREDIT CARD' to just 'Free.'[3] Inferred rationale: a truly gate-free entry point maximizes top-of-funnel volume that later upgrade prompts can monetize. This is the opposite of removing the free plan — it makes the free plan easier to reach — which is exactly why the 10-experiment bucket can't be read as a 'companies are killing free plans' signal.

## How to apply it

Do not use this corpus to justify removing your free plan; the evidence is too thin and points both ways.[1][2] The one usable pattern is the Clay-style move: reducing friction on the free tier (dropping a credit-card gate) to widen the top of funnel.[3] For a real free-plan decision, lean on your own funnel data rather than these 10 examples.

## Caveats

At n=10 / 8 companies this barely clears the reporting bar; no percentages, no direction split, no retention proxy.[1][2] These are detected UI diffs with inferred rationale, not measured outcomes.

## The numbers

| Stat | Computed from |
| --- | --- |
| 10 free-plan/free-tier experiments across 8 companies | tactic_mentions__free_plan_removal |
| ~half of matches strengthen the free plan rather than remove it | smallSampleWarnings: free-plan removal — half are free-plan strengthening |
| Clay changed 'Free WITH CREDIT CARD' → 'Free' | qualitative: free-plan removal counter-example, clay, 2026-07-04 |

## Methodology

Universe: 4,814 detected experiments (362 companies) in Lazyweb's ~800-app mobile corpus. Free-plan tagged by 'free plan'/'free tier' keyword match; n=10 across 8 companies — absolute counts only, no percentages. Detected diffs with inferred rationale, not measured results. July 2026 pull.

## Sources & citations

- [1] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. 10 experiments mention 'free plan' or 'free tier' across 8 companies — small sample, absolute counts only.
- [2] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Roughly half of the 10 matches are free-plan strengthening, not removal.
- [3] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Clay (2026-07-04): removed the credit-card qualifier from its free plan.

## Related questions

- [Do Companies Remove Pricing Tiers — and How Often Is It Tested?](https://www.lazyweb.com/research/how-many-experiments-touch-pricing-tier-removal)
- [Should You Add or Remove a Discount Badge? What Companies Actually Do When They Iterate?](https://www.lazyweb.com/research/should-you-add-or-remove-a-discount-badge-what-companies-do)
- [How Many Detected Experiments Change CTA Copy, and What Do Companies Rewrite?](https://www.lazyweb.com/research/how-many-experiments-touch-cta-copy-and-what-changes)