Turning a one-time utility into a long-term privacy platform

The context.
Burner is a privacy-first communication app that gives users one - or multiple - second phone line(s) on demand. It’s widely used for temporary needs — dating, online marketplaces, and side hustles.

The problem.
Despite strong satisfaction (91% CSAT) and clear brand identity, Burner had a major churn issue. Most users signed up for a one-time purpose and dropped off. In fact, 2 out of 3 users had joined within the last 12 months, reflecting a revolving door of new but non-retaining users.

The goal.
Expand the product offering to support a longer user lifecycle. We aimed to introduce a subscription-worthy feature —  sticky enough to improve retention, upgrades to premium & registration from VPN marketing.