diff --git a/client/signup/config/flows-pure.js b/client/signup/config/flows-pure.js
index 7dc2fca8e0f66b..859028ca8b3dc6 100644
--- a/client/signup/config/flows-pure.js
+++ b/client/signup/config/flows-pure.js
@@ -1,7 +1,6 @@
 import { isEnabled } from '@automattic/calypso-config';
 import { HOSTING_LP_FLOW, ONBOARDING_FLOW, ONBOARDING_GUIDED_FLOW } from '@automattic/onboarding';
 import { translate } from 'i18n-calypso';
-import { onEnterOnboarding } from '../flow-actions';
 
 const noop = () => {};
 
@@ -175,7 +174,6 @@ export function generateFlows( {
 			providesDependenciesInQuery: [ 'coupon' ],
 			optionalDependenciesInQuery: [ 'coupon' ],
 			hideProgressIndicator: true,
-			onEnterFlow: onEnterOnboarding,
 		},
 		{
 			name: ONBOARDING_FLOW,
@@ -187,7 +185,6 @@ export function generateFlows( {
 			providesDependenciesInQuery: [ 'coupon' ],
 			optionalDependenciesInQuery: [ 'coupon' ],
 			hideProgressIndicator: true,
-			onEnterFlow: onEnterOnboarding,
 		},
 		{
 			name: 'plans-first',
diff --git a/client/signup/flow-actions.ts b/client/signup/flow-actions.ts
deleted file mode 100644
index b20bb27a00a7b7..00000000000000
--- a/client/signup/flow-actions.ts
+++ /dev/null
@@ -1,8 +0,0 @@
-import { loadExperimentAssignment } from 'calypso/lib/explat';
-
-export const onEnterOnboarding = ( flowName: string ) => {
-	// just to be extra safe since `loadExperimentAssignment` doesn't have the same eligibility check like `useExperiment` does
-	if ( flowName === 'onboarding' ) {
-		loadExperimentAssignment( 'calypso_signup_onboarding_deemphasize_free_plan' );
-	}
-};