Freemium is easy in theory — but difficult to execute in practice. In this session, we'll explore the behind-the-scenes of how Afya structured, launched, and scaled a freemium model focused on the SMB segment. From acquisition to activation and conversion, you'll understand what really works (and what doesn't) when transforming free users into paying customers. You will explore: - How to structure a freemium model that generates sustainable growth - The main factors of activation, engagement, and conversion - The trade-offs between growth, monetization, and user experience - Practical lessons for scaling a SaaS model on a daily basis If you work with PLG or freemium strategies, this session provides a practical and applicable perspective.