I started using it because I just found it a much nicer way to define my data, auth and interactions with it compared to contexts. It also makes it easier to reuse it and because of the way the data is modeled you get a lot of nice things like the ashphoenix forms which make dealing with them a lot nicer in my opinion.

I'm also likely to be hiring soon so having a well defined way to well..define things seems like it will make it easier with onboarding but I haven't tested this yet.

(Been using elixir for about a decade)