Reduce account sharing. Protect subscription revenue

We collected the necessary data to determine who shares their accounts and how severely. Then, we defined indicators showing the situation dynamics and started measuring and monitoring them. We installed and configured Metabase ourselves as the analytics tool for this work. We used it to analyze account-sharing patterns, define measurable indicators, and track the results of our changes over time, taking ownership of the data analysis as well as the application changes. The users who shared their accounts severely and for sure got Multi-factor Authentication (MFA) enabled, which we also implemented. That increased daily signups by roughly 30%. The average login session per user decreased from 6 to 1.5, or by 400%. Revenue has stopped declining.

Later, we implemented a login session limit so that one account could have a maximum of 3 simultaneous login sessions. That was possible only after we built the infrastructure around the measurement system. We continued using Metabase to measure changes in login activity, signups, and revenue after introducing MFA and session limits.