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UID:opening-keynote@appgrowthannual.com
DTSTAMP:20261005T152801Z
DTSTART:20261021T130500Z
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SUMMARY:Breaking the rules on purpose: the contrarian bets that built Babbe
 l · App Growth Annual 2026
DESCRIPTION:Opening Keynote · App Growth Annual 2026 Virtual\n\nEvery subs
 cription app has heard the same advice. Never sell lifetime deals. Don't b
 other with web checkout. Go freemium to keep the funnel full. Spend only o
 n acquisition\, because that's where growth comes from. Babbel has ignored
  most of it\, and 30 million subscriptions later\, we are still defying gr
 avity.\n\nWe sell lifetime access. We built our checkout on the web years 
 before web-to-app was a trend. There's no free tier: try a lesson\, then d
 ecide. And while the rest of the industry poured everything into new user 
 acquisition\, we bet equally on acquisition\, engagement\, and reactivatio
 n\, on the theory that a learner who actually ends up speaking the languag
 e is worth more than ten who download and drift. As Babbel's US CEO for ne
 arly a decade\, I've had a hand in most of those bets\, and every one of t
 hem looked wrong to someone at the time.\n\nIn this talk\, I'll walk throu
 gh the bets we made\, why we made them against the advice of the day\, whi
 ch ones we'd make again\, and what they cost us. You'll leave better equip
 ped to tell which rules in your own playbook are real\, and which are just
  habits the industry hasn't questioned yet.\n\nSpeakers:\nJulie Hansen (CR
 O & US CEO\, Babbel)\n\nSession details: https://appgrowthannual.com/virtu
 al/agenda#opening-keynote
LOCATION:Online
URL:https://appgrowthannual.com/virtual/agenda#opening-keynote
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