A method of and system for selecting users for a rollout process of a feature is carried out by receiving an indication of the rollout process for the feature being rolled out, accessing a rollout plan, the rollout plan including a plurality of stages for the rollout process, and selecting users from a user population for each of the plurality of stages of the rollout process. Selecting the users from a user population includes examining a property to determine if a user in the user population is indicated as opted into being a late-stage receiver, and upon determining that the user is opted into being the late-stage receiver, excluding the user from the user population for one or more early stages of the rollout and including the user into the user population in one or more late stages of the rollout process.