Today, we are launching Essentials, a low-cost plan for people who want a simple password management solution that works on their computer and phone. We believe everyone benefits from having a high-quality password manager, and this launch is part of ongoing work to ensure cost is never a barrier for our customers. Product Director Tristan Benozer, who led the launch, shares more about why we launched the new plan, our recent release of monthly pricing options, and what it all means for our customers.
We are always challenging ourselves to explore how to remove barriers to adopting a password manager. This principle often takes the form of improvements to our core experience such as our new autofill engine powered by machine learning or building new experiences like Password Changer.
Over the past few years, we have received a lot of feedback that our Free and Premium plans were popular and valuable for most people, but there was also a group of people who wanted something in between: the basic password management capabilities (generate, save, and autofill passwords and personal information), available on multiple devices, without compromising on ease of use or user experience (UX).
When presented with this type of feedback, many businesses choose to ignore it and force people into a more expensive plan, cashing in on what is ultimately a bad customer experience. We decided to go a different route, giving people more options and no upfront, long-term commitments. We believe that anything that helps more people use a password manager is good for Dashlane, and we could not be more excited to launch Essentials.
All product work at Dashlane starts with identifying a problem to solve on behalf of customers and then talking to real people to understand how we can best solve commonly shared problems. While the desire for a paid plan somewhere between Free and Premium was very discrete, after thousands of conversations with existing and potential customers, we also noticed that people did not want to make upfront, higher-cost, year-long commitments.
To address this customer need, we now offer flexible, monthly pricing options for Essentials, Premium, and Family plans. This way, nobody feels locked into a plan, nor must pay upfront for the full year’s cost.
Dashlane takes great pride in enabling people to enjoy both security and convenience. We believe removing cost barriers is an important step on that journey, alongside our recently launched password generation and autofill improvements.
In addition to our continued rollout of machine learning autofill and our new web-first experience, the team is focused on expanding coverage of Password Changer and making it easier to discover new features and get the most value out of your Dashlane experience, no matter what plan you’re on. For more on all our recent updates and improvements, read our Q1 roundup.
To learn more about these changes, check out our FAQ!