Proactive support is a strategic approach to anticipating and delivering on customers' support needs, where they are, before they ask for help. By providing help proactively, companies can scale their support without increasing headcount, drive down inbound conversation volumes, maintain customer satisfaction ratings, and ultimately impact activation, retention, and revenue. An experiment was designed to test the long-term benefits of proactive support on user activation, using in-product help as a key example. The results showed that once the trial period ended, there was a significant difference in whether groups converted and became paid users, with the control group being more likely to convert by nine percentage points. This highlights the importance of providing customers with context and information upfront when they need it, building their confidence and training them to understand how to access help content when needed. The experiment concludes that proactive support is worth the investment, positively influences activation, and is about working smarter, leveraging existing content in multiple formats to reach more users and provide a valuable customer experience. Proactive support is changing how we think about support, now seen as the value driver it really is, leading to long-term results that boost business.