RECURLY ENGAGEMENT — RETENTION REPORT
The 90-day churn cliff is solvable
What separates subscription brands that retain from those that bleed — distilled from 50M subscriptions across the Recurly platform.
Read the report50M subscriptions analyzed across leading subscription brands
Grow recurring revenue at every stage
Grow recurring revenue at every stage
Subscriptions
Subscription management for high-volume digital commerce
Where the cliff actually happens
In the median brand, 70 of every 100 trialists are gone by day 90 — and most of the loss is concentrated between days 14 and 30.
The 6 archetypes, in plain language
Most subscriber bases fall into one of six retention shapes. Knowing yours tells you which day-30 plays will actually move the cliff.
What the top decile does differently
Top-decile brands retain 62 of 100 trialists at day 90. They share three habits — sharper segmentation, earlier intervention, and a small library of repeatable plays.
Commerce
Native subscription management app for Shopify
The report breaks down where each archetype loses subscribers — and which 4 levers consistently bend the day-90 curve.
Support memberships, bundles, and prepaid plans with no-code setup, pricing experiments, and API integrations.
Offer subscribers a self-service portal to skip, swap, or cancel plans.
Engage
Personalized in-app subscriber prompts
Predict cancellations and trigger targeted flows that retain subscribers.
Build and test subscriber paths that drive product adoption.
Sync subscriber actions, like upgrades/downgrades to Recurly Billing instantly.
RevRec
Automated revenue recognition for recurring revenue models
Cut revenue compliance costs and time by removing manual, error-prone work.
Automate ASC-606 and IFRS-15 compliance.
Get real-time reporting and analytics in prepackaged reports built for subscriptions.
Why 70% of trialists walk by day 90
Acquire and retain more
- Personalized acquisition and retention offers
- Real-time, in-product engagement
- AI-powered subscriber insights
Launch quickly, iterate often
- Flexible plan launches and testing without engineering
- Personalized journeys with unified billing + engagement data.
- Built-in retention tools and insights to prove impact
Simplify complexity, and scale securely
- Secure platform for billing and payments
- Low-code plan management for faster launches
- Seamless integration with ERP, CRM, and data systems
Automate compliance, improve forecasting
- Automated billing, invoicing, and recognition
- Smart revenue recovery tools that reduce churn
- Real-time reporting and forecasting
The 6 retention archetypes
Built on 50M subscriptions of data
50M
subscriptions analyzed
30/100
median trialists retained at day 90
62/100
retained by top-decile brands
6
retention archetypes uncovered
RECURLY ENGAGEMENT
AI that works for you
Recurly Engagement combines 15+ years of subscription data with your funnel — so day-30 isn't a guessing game, it's a known curve you can bend.
Explore Compass
Find your archetype
Map your funnel against the six archetypes in the report and see which curve your brand most resembles.
Read the day-30 playbook
Four interventions, ranked by leverage, that consistently lift day-90 retention in the top decile.
Spot the cliff early
See the day-7, day-14, and day-30 signals that predict who walks at 90 — before the cliff arrives.
Inside the 90-day churn-cliff report
A breakdown of how 50 million subscriptions behave between sign-up and day 90 — and the patterns that separate top-decile brands from the median, including:
- The “pause” dividend: How top merchants drove a 337% increase in pause usage to retain customers who would have otherwise canceled
- The AI-driven subscriber: Why 43% of consumers are now comfortable with AI managing subscriptions, especially for fraud prevention and content personalization
Read the full report to see your archetype, the day-30 lift opportunity, and the plays top-decile brands run.
See the data
What top-decile brands do differently
Read the same retention research the top decile of subscription brands is reading right now.
Book your demo