

Having signups without upgrades will kill your business
You can’t keep up with acquisition costs because your payback is 6+ months
Simone Woods
You can’t scale and experiment because you barely break even (or don’t)
Nicole Yang
You can’t build a better product because you can’t afford long-term investment.
Calvin Smith

Hi, thanks for stopping by
I’m Anastasia Kudrow
10+ years
I’ve been helping digital products grow revenue for 10+ years
Simone Woods
Psychology-led
I have psychology background so I build the way people think
Nicole Yang
0-$4M self-serve
I took my clients 0-$4M ARR in self-serve revenue in 3 years
Simone Woods
Leading PLG team
Work at leading PLG agency ProductLed with Wes Bush
Calvin Smith

Formula of the healthy growth
Clarity
Everyone agrees on what you do and why it matters. Your product, pricing, and onboarding all tell the same simple story.
Support
You make it impossible to do the wrong thing. The product guides the next step, so success feels inevitable.
Scale
Happy users always have somewhere to grow. The nextupgrade is clear, fair, and easy to say yes to.
There are 3 ways
to make it happen
1 week / from $3500
Audit
Let's find high-level mess that kills your upgrades
You've never had a PLG expert look at your free-to-paid motion and you want an outside perspective before committing to bigger changes.
Expert review of your full upgrade motion
Walkthrough call with findings
3–7 low-hanging fixes to act on now
A clear picture of where to invest next
4 weeks / from $7500
Sprint
Let's find the root cause and push fixes together
Your team is ready to improve conversions but PLG isn't anyone's full-time focus. You need dedicated expertise and momentum for a focused push.
Deep dive into your data to understand what drives upgrades
Upgrade journey mapped, leaks identified
Designs or copy for 1–3 changes, ready to implement
Stakeholder briefing to align the team
Priorities for deeper work
Ongoing / custom pricing
Partnership
Let's make bet bets and move the needle together
You're serious about PLG but a full-time growth hire doesn't make sense yet. You want someone building with your team, not just advising.
I join as your fractional PLG lead
Minimum 2-month engagement, 20+ hours per month
Work with your team to design, ship, and iterate on changes
Regular syncs, stakeholder alignment, hands-on execution
Focus areas: trials, activation, paywalls, pricing, upgrade flows
I stay in the loop on data, roadmap, and results
I was lucky to work with great people
Rodrigo Fernandez
Chief ProductLed Implementer
@ Productled, ex-Time Doctor, ex-EOS


Anastasia is one of the very few people I trust to look at a messy funnel and tell me what actually matters. I’ve seen her handle very tough clients and teams, earn their trust fast with early growth wins, and still keep an eye on the long-term strategy. She combines deep user psychology with practical product sense, so her recommendations turn into clear, doable plans instead of vague insights.
Greg Weinstein
Founder & CEO at Audience Genomics

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Anastasia was incredible to work with — she brought clarity, structure, and empathy to a complex challenge. She quickly pinpointed the root cause of our user drop-off and helped me reframe what I thought were multiple issues into a single, solvable onboarding problem. Her insights were both strategic and tactical, blending high-level frameworks with actionable, low-lift changes that will meaningfully improve user experience. She offered thoughtful ideas on everything from copywriting and flow to UX simplification and user psychology, all grounded in real-world startup experience. I left the session energized, reassured, and with a clear direction forward. Highly recommend.
Charlie Hamouy
Growth Marketer


Anastasia is an incredibly knowledgeable individual who offered advice on how to approach trials and freemium options for our brand. She took the time to discuss the options we're exploring and shared pros, cons, and common pitfalls to watch out for. She unlocked new concepts and considerations, which will prove invaluable as we progress through the validation stage. I'd highly recommend Anastasia as a mentor!
Wes Bush
Author of Product-Led Growth,
Founder @ #1 PLG Agency ProductLed


When our clients struggle with their free-to-paid conversion, Anastasia is the person I want in the room. She has a rare mix of psychology, product strategy, and ruthless prioritization - she can quickly pinpoint the real problem, even in noisy data and complex orgs, and turn it into concrete changes to onboarding, pricing, and upgrade flows. If you want to improve your free-to-paid conversion rate, working with her is an easy decision.
Dmitrii Sobolev
Head of Product
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The Fastest Mind in the Wild West. Anastasia possesses a superb analytical approach, swiftly adapting to product changes, generating creative ideas, always staying connected, and exhibiting exceptional work capacity. I would hire Anastasia for any project I've been a part of.
Alex Schultz
Co-founder at Hodego Inc.


Anastasia was incredibly helpful in understanding my business goals and immediately offered two clear paths for the session. She distilled a wide range of knowledge into a coherent, actionable roadmap — it felt like getting a custom chapter out of an expert textbook. Her energy was positive, her feedback was sharp, and she was genuinely eager to help. Highly recommend.
Jason Pratts
CEO @ Kumo, DealStack.ai,
Founder of Appetize, sold to SpotOn for $415M

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Anastasia worked with our team for a couple of months and helped us make real progress on free-to-paid conversion for our freemium product with a trial on top. She set up product analytics so we could finally see how users onboard, where they drop, and where upgrades actually come from, then used that to guide changes to our trial model, pricing page, paywalls, and upgrade triggers. One of the new upgrade paths she suggested now converts about 3x better than what we had before, and we’ve also increased new trial signups. Working with her was very easy. She combined clear strategic guidance with hands-on help: from designing the full event tracking system to producing mockups and real copy for the website and upgrade email flows. I’d happily recommend Anastasia to any team that wants to improve free-to-paid conversion and build product-led upgrades growth.
Viktoria Kharlamova
Growth Advisor, ex-Miro


As Anastasia’s Mentor, I've seen her work over the past year and I am impressed by her ability to turn ideas into real functioning products🚀 She's passionate about what she does, data-driven, and has a unique ability to get teams moving from planning to action. Anastasia's approach is both direct and supportive, fitting well with teams that value clear, effective guidance and a caring touch. Her skill in adapting to different team needs while focusing on common objectives is a great asset for startups aiming to grow and innovate!
Chanel Monteine
CEO, Co-founder at Glide, ex-CNBC, TechCrunch Disrupt'23

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We approached Anastasia in the early stages of our project, aiming to develop the right product model, reach our target audience effectively, and gain initial traction. Despite having valuable advisors and numerous ideas, we struggled with prioritization and development. Anastasia's approach was ideal for us, focusing on strategic goals broken down into practical steps that our startup team could easily implement. This helped us understand where to focus our efforts and how to advance our product to the next stage.


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