How the Financial Times Achieved a 92% Conversion Lift with Dynamic Paywalls

AI-powered personalisation delivered results, but only after three months of learning and rigorous testing.

Nov 24, 2025

∙ Paid

Katrina Broster, Marketing, Performance and Technology Director at the Financial Times, and Tatiana Stantonian, Principal Engineer at the Financial Times, explain how the newspaper transformed its paywall strategy with AI-powered personalisation.

The Challenge: Moving Beyond One-Size-Fits-All

A year after launching its dynamic paywall with technology partner Zuora, the Financial Times has posted some remarkable numbers. Conversion rates are up 92%. Progression through the subscription funnel has increased 118%. Subscriber lifetime value has climbed 78%.

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