Q&A with Lovable’s Head of Growth on Pricing, Experimentation, and Monetizing AI

In a recent webinar, Elena Verna, Head of Growth at Lovable, shared insights on how the company navigates AI pricing, packaging, and monetization strategies. Lovable integrates growth within its product development, ensuring that pricing decisions are deeply connected with product features, and employs a monetization council to align these decisions across the company. The company starts pricing experiments with new users to obtain clearer signals, avoiding "painted door" tests by creating full pricing experiences. Lovable focuses on monthly plans to lower entry barriers and enhance conversion rates while experimenting with enterprise pricing models that blend platform fees with usage-based pricing. The company tackles credit complexity by limiting rollovers and absorbing certain costs, exploring ways to simplify cost calculations for users. Elena emphasizes the importance of freemium models for growth and advocates readiness for evolving AI pricing models as costs decrease, suggesting that adaptability in pricing strategies will be crucial for future success in the AI market.