Systems and methods for increasing usage for a software service. One example system includes a database storing workflow data for the service, user profile data for a plurality of users, and service usage data for the users; and an electronic processor. The electronic processor is configured to determine a target user engagement level for the service. The electronic processor is configured to retrieve from the database based on the service, a first workflow action, and to execute the first workflow action for the plurality of users. The electronic processor is configured to receive, from the service, a usage level for a user of the plurality of users, and to compare the usage level for the user to the target level for the service. The electronic processor is configured to, when the usage level fails to exceed the target, execute an additional workflow action, different from the first, for the user.