Product Health DashboardAs of Apr 23, 2026
LIVE DATA
Revenue declining: April 2026 shows -4.9% MRR growth with $403 in churn outpacing $102 in new revenue. Two critical issues require immediate attention — activation and churn.
Key Metrics
Last 30 days — Apr 2026
Engagement Gap: Free vs. Premium
Questions per active user (30d) — Premium users are 5.6x more engaged
2.6
Freemium avg
14.5
Premium avg
5.6×
Engagement gap
MRR Breakdown — April 2026
Net New MRR: -$354 | Churn ($403) outpacing new revenue ($102)
New: +$102
Reactivations: +$0
Upgrades: +$0
Downgrades: -$54
Churn: -$403
MRR Growth History — 2 Years
New MRR vs. Churn over time. Churn has consistently outpaced new revenue since mid-2025.
Customer Activity by Plan
$39.99/mo plan has the highest active rate (55%) — best candidate for cold-traffic ads
$39.99/mo Premium55% active
Avg line: 32%45% inactive
$399/yr + Trial30% active
Avg line: 32%70% inactive
$399/yr Premium28% active
Avg line: 32%72% inactive
$480/yr + Trial25% active
Avg line: 32%75% inactive
Basic Monthly5% active
Avg line: 32%95% inactive
Top Power Users
Premium users are your advocates — protect them
Premium Org
99
70
61
61
Freemium Org
37
14
13
12
MRR Cohort Retention
% of original MRR retained per month. Green = healthy, red = churning. Watch the Mo3 cliff — every cohort drops there.
| Cohort | Value | Mo 1 | Mo 2 | Mo 3 | Mo 4 | Mo 5 | Mo 6 | Mo 7 | Mo 8 | Mo 9 | Mo 10 | Mo 11 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Apr '25 | — | 74.1% | 70.4% | 70.4% | 66.7% | 66.7% | 66.7% | 66.7% | 66.7% | 66.7% | 66.7% | 66.7% |
| May '25 | — | 82.8% | 72.4% | 72.4% | 69% | 69% | 69% | 69% | 65.5% | 62.1% | 62.1% | |
| Jun '25 | — | 78.6% | 67.9% | 64.3% | 60.7% | 57.1% | 50% | 50% | 46.4% | 46.4% | ||
| Jul '25 | — | 94.1% | 70.6% | 70.6% | 64.7% | 64.7% | 52.9% | 52.9% | 52.9% | |||
| Aug '25 | — | 94.1% | 82.4% | 64.7% | 64.7% | 64.7% | 64.7% | 64.7% | ||||
| Sep '25 | — | 75% | 75% | 66.7% | 66.7% | 66.7% | 66.7% | |||||
| Oct '25 | — | 90.5% | 76.2% | 71.4% | 57.1% | 47.6% | ||||||
| Nov '25 | — | 100% | 83.3% | 66.7% | 66.7% | |||||||
| Dec '25 | — | 100% | 100% | 100% | ||||||||
| Jan '26 | — | 77.8% | 77.8% | |||||||||
| Feb '26 | — | 100% | ||||||||||
| Mar '26 | — | |||||||||||
| Weighted Avg | 84.3% | 74% | 69.4% | 64.3% | 62.3% | 61.5% | 61% | 58.4% | 58.3% | 64.3% | 66.7% | |
≥90% — Excellent
75–89% — Good
65–74% — Watch
<65% — At Risk
Diagnosis — What the Data Reveals
Six findings from the data, ordered by severity
!
Churn is 4× new revenue
$403 churned vs $102 new MRR in April. You cannot grow by acquiring at this ratio. Stopping the bleed is the highest-leverage action available.
!
64% of MRR comes from inactive customers
These users are paying but not logging in. They are at maximum churn risk — one billing cycle away from cancellation when they realise they aren't using it.
~
Cohort retention drops off sharply after month 3
Most cohorts go from ~82% at M1 to ~64% by M3–M4, then plateau. The critical window is the first 90 days — users who survive it tend to stick (66–67% long-term).
~
Premium users are 4.6× more engaged but only 118 are active
11.9 questions/user vs 2.6 for freemium (excluding internal accounts). Premium is working for those who use it, but only 28% of premium seats are active. Onboarding and habit formation is failing.
i
Freemium has 5,024 registered users with a 7.6% activation rate
384 active users out of 5,024 registered = 7.6% activation. Below the 10–20% SaaS benchmark, but the gap is closeable with a structured onboarding sequence. Most users never reach the "aha moment" that justifies upgrading.
+
Power users prove the product works
[email protected]: 99 questions. [email protected]: 70. [email protected]: 61. These users have found deep value. The product is good — the discovery path to it is broken.
Attack Plan — Prioritised Actions
P1 = immediate, P2 = next 30 days, P3 = strategic — address in order
P1 — STOP THE BLEED
Inactive user rescue campaign
64% of paid users are inactive — one billing cycle away from cancelling.
Email sequence to the 64% inactive paid users with personalised re-engagement
Offer a 1:1 onboarding call for at-risk accounts before their next billing cycle
Trigger in-app prompt after 14 days of inactivity: 'Welcome back — here's what's new'
Reducing churn from $403 to $200/mo flips net MRR positive within 2 months
P1 — FIX ONBOARDING
90-day habit formation track
M1–M3 is where cohorts die. Every cohort drops ~20 points in the first 90 days.
Build structured onboarding with weekly prompts and use-case templates
Set progress milestones: 5 questions in week 1, 10 in week 2
Add a Day 1 + Day 3 email sequence with specialty-relevant clinical examples
Users who survive the first 90 days retain at 66–67% long-term — the product works if they get there
P2 — CONVERT FREEMIUM
Freemium conversion redesign
5,024 registered users with only 7.6% activation — below the 10–20% SaaS benchmark.
Redesign the free tier to show a clear value ceiling and upgrade prompts at 'aha moments'
Surface power-user stories as social proof inside the app
Show a progress indicator: 'You're X% to unlocking Premium features'
Even 0.5% freemium-to-paid conversion = ~1,180 new paid users from existing base
P2 — COLD TRAFFIC
Acquisition with retention guardrails
New MRR ($102) is minimal. Acquiring before fixing retention is wasteful.
Run small paid tests only after month-1 retention improves
Focus on use-case-specific landing pages (e.g., neurosurgery, oncology)
Build Phase 2 VSL campaign → pricing page with $39.99/mo as the hero CTA
Every dollar of ad spend is wasted if users churn before month 2 — fix retention first
P3 — GROW ADVOCACY
Power user advocacy program
Users with 50+ questions are your best marketing asset — currently untapped.
Interview power users (dorris, kkalia, rspea) and build case studies
Create a referral or ambassador program to turn their love into growth
Feature their stories as social proof on the pricing page and in ads
Physician word-of-mouth in a niche clinical market is worth more than any paid ad
P3 — PRICING
Align pricing with engagement
ARPU gap ($31 active vs $27 inactive) is small but signals pricing misalignment.
Consider usage-based pricing signals or a team tier to increase switching cost
Offer annual plan discounts to lock in engaged monthly users after 60 days
Test a 'department/org' plan targeting institutional clusters like kbsplit.hr
A team tier targeting hospital departments could 5–10× deal size vs. individual plans
Data sources: Stytch (usage), Paddle (billing), GHL (leads) · Generated Apr 28, 2026AtlasGPT / Neurosurgical Atlas