AG1

AG1 sells a sleep supplement to its existing buyers as a second product. AG1, a daily nutrition supplement brand, launched a sleep supplement aimed at customers it already has. It is cited as an example of a second product expanding revenue from the same segment.

The broader point is about consumer businesses where existing customers will not spend more on the core product. Cancellations scale with the customer base, so growth levers that also scale with the base, such as referrals or a second product, keep pace. Duolingo's many paid extras are given as another example of consumer expansion. The referral side is summed up as: "if existing customers bring in new customers. So they didn't grow, but they brought their friend."

Lenny's Podcast▶ 1:11:30