"By the end of 2018, we had hundreds of free-trial users, and were serving 100s of thousands of forwarding requests each day."
This is probably my biggest learning through my own entrepreneurial journey. The days of "freemium" are over. Long live fast profitability!
NavHere's losses were a budgetary rounding error across my larger organization, and it did provide us customers that actually USED the system.
It was never meant to be a profit center or a loss leader, but I had hoped from the start it would cover the cost to run it.
It lost a total of around $1200/year, and that money would have just gone toward some other random business expense anyway that wouldn't have captured customers.
All in all I'd say it was a worthy loss, just not one I want to continue maintaining.