Keeping members.
WHY IT MATTERS MORE THAN RECRUITMENT
Losing a tenth of members monthly means recruiting that many to stand still.
Reducing churn is cheaper than increasing recruitment.
WHY MEMBERS LEAVE
They stopped getting value They stopped using it A payment failed and was never fixed They forgot why they joined
THE PAYMENT CASE
Frequently the largest single cause and entirely fixable.
Retry failed payments, notify clearly, make updating details easy.
THE USAGE CASE
Members who stop logging in cancel eventually.
Notice it and re-engage before the cancellation.
WHAT REDUCES CHURN
Regular new value Contact between billing dates Onboarding that gets people using it immediately Annual plans
THE FIRST MONTH
Where most churn happens.
A member who uses it in week one stays far longer.
Build an onboarding sequence.
WHAT TO MEASURE
Monthly churn rate and where in the lifecycle people leave.
