Sincerely looking for help, feedback...

What you have is the classic product death cycle.

If you have paying customers, and they are leaving, they are not leaving because your product is missing a feature or two. They paid because they found value.

I saw your site, your feature-set is pretty comprehensive, it does not look like you have a missing "deal-breaker" feature. If I had paying users I would slow down to learn more from my users. More features is never equal to a better product.
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I strongly suggest talking to you paying customers, both active and churned, and try to understand why they are using the product. Don't directly ask them why they are leaving, the answer will always be grass was greener on the other side. Try to figure out their business and how your product fits into it.

If you want to have a longer conversation, my email is in my profile.

hey fellow Amsterdamer 👋,

Don't focus on building the stuff your client suggests, I guarantee that most people who ask for features won't become a customer even if you build it. I worked on a project where the owner just accepted every request the customers had for him and in the end the product was a disgusting mess that was forever stuck in this stupid limbo.

Follow the advice in the other comments, even if it hurts, focus on the customers who stay and find out who they are / how they use your product. Ignore the ones that leave.

You will never have all the features that customers would like, but if you have none of the features that they need, focus more on product development and less on acquiring new customers. It's easier to build the core features of your product with a small number of customers when you are short on human resources. Growth should be financed with money coming as a result of reaching the product-market fit stage - unles you use investors' money. If your revenue is not growing you should focus on product development until you achieve product-market fit.

To summarise things: you have leads and they are not converting to customers because they don't have the features that they want.

There can be several reasons for that:

• Hard customers: the people who are not converting are particularly hard to deal with, they don't represent your target market, they might see less value than expected in your product. Ultimately you probably don't want to focus too much on these customers.
• Lack of features: you have less features than your competition, your offering is less attractive. Here you want to study your competition and see how you can differentiate yourself. Instead of saying "I need to build X in order to be like competitor Y", you want to be able to say "I don't need X because my market is different from the one of competitor Y".
• Bad positioning: the solution you are offering to your market is not valuable enough for them. They don't see the value in spending money for your product. There might be a need to pivot, you need to do customer research for this.

The solution to your problem is a better understanding of your customers. Talk to them, and ask them why they are not converting. Call them and understand their concerns, budget, ways of operating...

If you have already been working on it since 2019, I would assume you've focused on the most valuable features.

I'd say you gotta make a calculated risk either way, either on time or money,
assuming you're confident about the metrics, the churn and its origin. 📈