What we will not do

Money tests principles. Here is the list, written down in public and specifically enough that you could catch us breaking it.

• We will never watermark your work

  A watermark on a free user's output is not a limitation, it is damage done to your document to make you pay to undo it. Everything this site produces is clean, on every plan.

• Every countdown you see is real

  When we say your allowance returns in six hours, that is the actual time until midnight where you are. There is no invented urgency, and no offer that says it expires tonight and is still there next week.

• The free option is always shown first

  When you reach a limit, the first thing on the screen is how long until it resets, at the same size as the paid options. A wall is never a dead end.

• We will never ask for a card to try something

  There is no trial that requires payment details and then starts charging. If you have not decided to pay, we have not asked for a way to charge you.

• Cancelling takes one click

  From your account page, with nobody to contact and no questions to answer. Your access continues until the end of the period you paid for. Cancelling is not a punishment.

• Nothing is pre-ticked

  No box on any checkout is ticked for you. If you did not choose it, you are not buying it.

• No fake download buttons

  If there is ever advertising on this site, it will not be shaped like a button that says Download. That pattern exists to make a mistake profitable.

• You are told before you are charged again

  An email seven days before an annual renewal, with a one-click way to stop it. A subscription that renews without warning is a subscription that was hoping you had forgotten.

• The tools stay free without an account

  A smaller number of tasks, but the same tools, with nothing held back and nothing degraded.

Every one of these would raise conversion this month. Each of them would cost more than it earned over ten years, which is the timescale this is built on.