“Just let them try it first.”

That was the common advice when I first started building digital products. In my earlier ventures, from a media-tech startup to a social commerce platform, we defaulted to freemium. The logic was simple: remove the barrier, increase sign-ups, convert later.

It made sense — until it didn’t.

Free users signed up out of curiosity. Many never returned. Others used the free tier indefinitely. Meanwhile, we were burning resources: Backend space, team bandwidth, mental energy. Eventually, we realised we weren’t scaling a product. We were scaling load — without commitment.

When free isn’t really free

Founders often overlook the hidden costs of free trials:

• Support queries from users who may never convert.
• Infrastructure load from inactive accounts.
• Distorted product feedback from non-serious users.
• And most critically: Diluted focus and energy across the team.

If you’re bootstrapped or running lean, this can burn you out before real growth even begins.

I ran the experiments — so you don’t have to

Across multiple ventures, including software, community platforms, and AI tools, I’ve tested different user onboarding and pricing models. Here’s what I’ve learned.

• Freemium

In one of my early platforms under People’s Inc., we offered a freemium model for our social commerce product. While we saw a surge in sign-ups, many accounts remained inactive. And without external funding, the overhead created by these dormant users became unsustainable.

• Time-limited free trials

Later, we tested free trials for our software-as-a-service with a fixed timeframe. After a period, users had to upgrade or lose access. This helped reduce long-term bloat, but the lack of initial commitment meant usage remained inconsistent.

Also Read: Joanna Wong’s second act: Reinvention as a founder strategy

• Paid upfront

In another project, we switched to upfront payments. Fewer sign-ups, but more serious ones. However, the friction was high, and many potential customers hesitated without first seeing the value.

• Free setup + paid commitment

Eventually, we settled on a hybrid approach: Offering free setup or onboarding, while requiring upfront payment for full access. This created trust and reduced friction, while still ensuring the user was invested. The difference in activation and retention was immediate.

This didn’t just apply to SaaS

The commitment-first approach also proved effective in other models. For example, in one community-driven programme, we structured upfront payments for enrolment and bundled access for the first six months. Only later did we open the community as a standalone paid membership.

When launching a new AI tool, Seraphina AI, we ran a paid beta model from the beginning. Users weren’t just testing a tool — they were invested in helping shape it. That focus improved feedback quality and helped us iterate faster with fewer distractions.

In all these cases, asking for commitment upfront helped us build more intentional relationships, and sustainable businesses.

What AI helped (and what it didn’t)

Today, much of our backend and customer engagement is supported by automation and AI. In these ventures, systems we developed in-house help:

• Qualify leads faster.
• Maintain engagement through automated follow-ups.
• Track readiness to buy.
• Reduce repetitive work for the team.

Also Read: The quiet ambition: How Vietnam is winning AI without the noise

But AI didn’t eliminate the need for clear pricing and onboarding design. It simply made the results of each decision more visible — fast.

The commitment-first growth framework

Here’s the approach I now use when designing digital products and programmes:

• Lead with clarity: Be specific about what users will get, and what’s expected in return.
• Charge early (but offer support): Free setup or onboarding creates trust. Full access should require investment.
• Automate the heavy lifting: Use tools to streamline lead management, without losing the human connection.
• Invest in the engaged: Once commitment is clear, prioritise users who are serious about growth.
• Let it compound: Sustainable growth often starts slower, but builds stronger over time.

If you’re building a startup in Southeast Asia, especially with a lean team or limited runway, it’s worth rethinking free trials. What feels like a growth strategy might be delaying your path to product-market fit — or worse, burning out your team in the process.

Upfront commitment isn’t just about revenue. It’s a filter. It helps you focus on people who are ready, and let go of those who aren’t. And in my experience, that’s what makes all the difference.

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Enjoyed this read? Don’t miss out on the next insight. Join our WhatsApp channel for real-time drops.

Image courtesy: DALL-E

The post Killing free trials: Why I stopped chasing volume and started designing for commitment appeared first on e27.