Is feature-building just a distraction from fixing poor onboarding?

When a paid user cancels, our instinct as builders is to immediately jump into our roadmap and build whatever feature they asked for. But after reading through dozens of exit surveys, we realized a hard truth: lack of features almost never drives people away.

They churn because we made onboarding too complex and didn't help them build a daily habit around our tool. They didn't lose interest in the problem; they just gave up on our setup process.

Do users leave because your app lacks power, or because you made it too hard for them to get their first quick win?