7 of 10 households already share one login.
Interviews P1–P10Sample report
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Hearthplan/Reports/Family tier Monitoring · updated 2 hours ago Report · 30-day sprint
Should we create a new tier for families?
Sharpened Would a Family tier under $20 a month grow revenue per account without cannibalising couples?
- 10 interviews
- 2,300 posts and reviews
- 4 competitors
- 38 sources
- 7 hypotheses
Recommendation
Build it. Launch a Family tier: one payer, up to five contributors, under $15 a month.
- DemandHigh
- PriceMedium · test running
- CannibalisationOpen · billing data requested
Reviewed by a senior product person · ready for the leadership decision on 28 Oct
What we found
- 01 Families already share one account.
7 of 10 households share a single login between two to four people. The most common complaint is a shopping list someone else overwrote.
InterviewsProduct data - 02 One person plans and pays. Everyone else wants a say.
Partners and teenagers want to add requests, not run the plan. A family tier is one payer with several contributors.
Interviews - 03 The market is moving to household plans.
3 of 4 direct competitors sell a family or household plan, priced from $12.99 to $19.99 a month. None offers per-person preferences.
Competitor research - 04 Price lands per person, not per plan.
Framed as “under $3 a person”, a price under $15 landed well. At $19.99, most households pushed back. The pricing test settles it.
InterviewsPricing survey
What would change the call
- Billing data shows more than one in three paying couples would move down to a shared plan.
- The pricing test shows no lift in upgrades at $14.99 over today’s plan.
- Leadership keeps the April pricing freeze through Q2.
Risks to plan for
- Cannibalisation
Some paying couples would move down. The model still grows revenue if about one in five eligible households upgrade.
- Build scope
Shared lists and per-person preferences are about six engineer-weeks. A shared list alone is two.
- A conflicting decision
The April decision to freeze pricing until Q2 has to be revisited first.
The goal, the opportunities that could reach it ranked by expected impact, and the hypotheses that must hold before each one is worth building.
Goal Grow revenue per account 20% this year $4.10 today · $4.92 target · owned by the Head of Product
- #1Recommended Launch a Family tier 82
- H1 Households already share one account Supports
- H2 Families will pay more for one plan Supports
- H3 Competitors leave a gap we can own Mixed
- H4 A family tier won’t cannibalise couples Missing
- #2Up next Add weekly meal themes for couples 61
- H5 Repeated recipes drive the churn Supports
- H6 A weekly theme brings them back Missing
- #3Parked Partner with a grocery delivery service 34
- H7 Delivery lifts retention for planners Contradicts
The evidence for and against the decision: from outside, your customers and the market, and from inside, your data, goals, past decisions and principles.
Launch a Family tierRecommend: build it
6 for · 3 againstExternalCustomers, market, competitors
InternalYour data, goals, decisions, principles
ForExternal3
3 of 4 competitors sell a family plan, and none offers per-person preferences.
Competitor researchUnder $15 a month, 64% of planners would likely upgrade.
Pricing survey · n=212AgainstExternal1
Two couples would move down to a cheaper shared plan.
Interviews P2, P9ForInternal3
Grow revenue per account 20% this year.
Head of Product31% of active accounts log in from three or more devices a week.
PostHog14 cancellation tickets in Q3 mention sharing an account.
ZendeskAgainstInternal2
Pricing is frozen until Q2.
Head of Growth · #pricing · 14 AprOne plan, simple pricing. We don’t add tiers without a clear reason.
Pricing principlesDataLearning DecisionPrincipleGoal
Every piece of evidence, the hypothesis it answers, and where it came from. Showing 16 of 38.
| Source type | Evidence | Hypothesis | Stance | Source |
|---|---|---|---|---|
| Interview | 7 of 10 households share a single login between two to four people. | H1 | Supports | Interviews P1–P10 |
| Product data | 31% of active accounts log in from three or more devices a week. | H1 | Supports | PostHog · devices per account |
| Product data | Shopping lists are edited from more than one device in 44% of weekly plans. | H1 | Supports | PostHog · list_edited |
| “My partner keeps deleting things off my list. Why can’t we each have our own login?” | H1 | Supports | r/MealPrepSunday · 4 Sep | |
| App review | “I pay for it and my husband uses it more than I do. Please add a family plan.” | H2 | Supports | App Store · 2★ · 3 Mar |
| Interview | Partners and teenagers want to add requests, not run the plan. | H2 | Supports | P1 · P3 · P6 |
| Survey | Under $15 a month, 64% of planners say they would likely upgrade. At $19.99, 27% would. | H2 | Supports | Pricing survey · n=212 |
| Synthetic test | A synthetic family panel rejected a three-seat cap. Five seats tested best. | H2 | Mixed | Synthetic panel · 40 personas |
| Competitor | 3 of 4 direct competitors sell a family or household plan, from $12.99 to $19.99. | H3 | Mixed | Pricing pages · captured 2 Oct |
| Competitor | No competitor offers per-person preferences inside a shared plan. | H3 | Supports | Product teardown · 4 apps |
| Interview | Two couples said they would move to a cheaper shared plan if one existed. | H4 | Contradicts | P2 · P9 |
| Billing | Upgrades and cancellations by household size. | H4 | Missing | Billing export · requested |
| Support | 14 cancellation tickets in Q3 mention sharing an account. | H2 | Supports | Zendesk · tag “sharing” |
| Team | “We froze pricing in April until Q2.” | H2 | Conflicts with a decision | Head of Growth · Slack #pricing · 14 Apr |
| Product data | Couples who repeat more than half their recipes churn 1.8× faster by month three. | H5 | Supports | PostHog · retention by recipe overlap |
| Interview | Delivery came up in 2 of 10 interviews, both from single-person households. | H7 | Contradicts | P5 · P10 |
10 live interviews with your customers, built around the hypotheses. Every conversation is transcribed and coded.
Participants 6 of 10
- P1Household of 4 · paying customer42 minCoded
- P2Couple · churned in March38 minCoded
- P3Family of 5 · never tried Hearthplan45 minCoded
- P4Single parent · competitor user36 minCoded
- P5Single · paying customer31 minCoded
- P6Household of 3 · trial user40 minCoded
Themes of 10 interviews
From the transcripts
P2 · couple · churned in March · 12:31
InterviewerWho in the house uses the app?
P2Both of us, on the same login. I set up the week on Sunday, and then my partner adds things from their phone. My partner keeps deleting things off my list. Why can’t we each have our own login?
InterviewerWhat would you pay for that?
P2If it was like three dollars each, sure. Twenty a month for the two of us, no.
The competitors your customers compare you with, and 2,300 public posts and reviews, read and coded.
| App | Family plan | Price a month | Seats | What stands out |
|---|---|---|---|---|
| Competitor A | Yes | $17.99 | 5 | Shared lists. No per-person preferences. |
| Competitor B | Yes | $19.99 | 6 | Bundled with grocery delivery. |
| Competitor C | Yes | $12.99 | 4 | Launched in 2025. Strong on kids’ meals. |
| Competitor D | No | $9.99 | 1 | Cheapest. Reviews ask for sharing. |
| Hearthplan today | No | $8.99 | 1 | One login, shared in practice. |
What people say publicly 2,300 posts and reviews
In their words
“My partner keeps deleting things off my list. Why can’t we each have our own login?”
Reddit“I pay for it and my husband uses it more than I do. Please add a family plan.”
App review · 2★“Meal planning for five with one picky eater is the real final boss.”
TikTok comment
What is still uncertain, and the tests and data that will settle it.
- RunningSettles H2 Pricing test: $14.99 against $19.99 Day 6 of 14 · 1,840 visitors to the upgrade page so far
- Starts MondaySettles H1 and H4 Fake door: “Invite your household” 7 days · shown to accounts with three or more devices
- DoneSettles the launch scope Synthetic panel: per-person preferences 40 personas built from the interviews · preferences ranked second
Data that would make the answer sharper
| What | Why it matters | Where it lives | Status |
|---|---|---|---|
| Devices and logins per account | How many accounts are already shared | Product analytics | Added |
| Shopping-list edits from more than one device | How often households plan together | Product analytics | Added |
| Upgrades and cancellations by household size | Who pays more, and who leaves | Billing | Requested |
| Cancellation reasons that mention sharing | What a family plan would save | Support tickets | Added |
Ask the report anything. Every answer comes with its references.
What would make you change the recommendation?
Humfrid Two things. If billing data shows more than one in three paying couples would move down to a shared plan, the tier loses money at $14.99 [1]. And if the pricing test shows no lift in upgrades over today’s plan, demand is weaker than the interviews suggest [2]. Both are being checked now.
- Revenue model · H4
- Pricing test · day 6 of 14
Which households should we launch to first?
Humfrid Accounts that already log in from three or more devices. They are 31% of active accounts [1], they match the households who complained most about overwritten lists [2], and they are the group the fake-door test targets on Monday.
- PostHog · devices per account
- Interviews P1, P3, P6
What is the smallest version worth shipping?
Humfrid A shared shopping list with one payer and up to five contributors. That is about two engineer-weeks [1]. Per-person preferences ranked second with the synthetic panel and can follow in the next release [2].
- Engineering estimate · #family-tier
- Synthetic panel · 40 personas
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