Hi, I'm Dan Layfield

I fell in love with subscription businesses at Codecademy. There's something uniquely satisfying about building a product that people choose to pay for month after month. It forces you to deliver real value, not just make a sale.

During my time there, I learned that the difference between good and great subscription businesses often comes down to details that most people overlook: the checkout page copy, the timing of upgrade prompts, the way you handle failed payments.

Now I spend my time helping other founders and operators nail these details. Through Subscription Index, I share the frameworks and tactics that actually move the needle.

I specialize in self-service revenue for consumer and PLG B2B products. This means:

• -Conversion optimization (free to paid, trial to paid)
• -Pricing and packaging strategy
• -Paywall and checkout optimization
• -Retention and churn reduction
• -Payment processing and revenue recovery

I don't do demand generation, sales, or brand marketing. I stay focused on what I know best.