What is voluntary churn? Voluntary churn occurs when a subscriber actively chooses to cancel their subscription. Common reasons include finding it too expensive, accumulating too much product, losing interest, or switching to a competitor. It is a decision the customer makes and one that can often be intercepted with the right retention offer at the
You’ve done the hard part. You ran the campaign, optimised the landing page, and got someone to subscribe. Then, less than three months later, they’re gone. This isn’t bad luck. It’s a pattern — and the numbers back it up. 44% of all subscription cancellations happen within the first 90 days. Nearly half your churn
For years, subscription brands have treated failed payments as an unavoidable cost of doing business. A renewal fails. An automated email is sent. Another reminder follows a few days later. Sometimes a support agent reaches out to high-value subscribers. Some customers eventually update their payment details. Many don’t. The problem is that most subscription businesses
Preventing Churn, Recovering Payments, and Maximising Subscriber Lifetime Value Growing a subscription business used to mean acquiring more subscribers. In 2026, the brands winning on revenue aren’t necessarily acquiring more; they’re losing fewer. Retention is the new growth, and the gap between brands that understand this and those that don’t is widening fast. This guide
