Your customers decide in month two.
The first bottle runs out, the second charge lands, and they start wondering if they made the right decision. By day sixty, one in four has gone. We work every cohort, every month, so more of them are still subscribed next year.
For DTC health and wellness brands on Shopify.
Supplements take 30 to 90 days to work. Many subscribers never find out.
They give up somewhere around day 45, right before the product starts doing what they paid for. The cancellation shows up, but the decision was made weeks earlier.
That isn't a product or a price problem, it's a communication problem with a deadline on it.
The expectation gap
They bought expecting to feel something. If the first month doesn't build a daily habit, and include follow-up from you, around week six they ask themselves "...is this really working?"
The dead zone
Bottle one is empty. The second charge lands, usually at full price after a discounted first order. Buyer doubt starts to set it. In most accounts we look at, there are no flows here at all. That's a problem.
The order 3 cancellation
The cancellation shows up in your dashboard, but the subscriber made their decision weeks ago. If you get a subscriber past order three, they behave like a different customer entirely.
Figures from Recharge's 2026 subscription data report. Your own cohorts will differ. Establishing what they actually are is the first part of the audit.
We call the customers who left.
A cancellation dropdown gives four options and a shrug. It tells you what someone clicked, not what happened and what their experience was.
So, we pick up the phone and call people who cancelled and ask them: when they stopped taking it, what they were expecting, and what would have kept them subscribed. The answers are more useful than an exit survey.
It's a slow & unglamorous process, which is why almost no retention agency does it. The contact records are already in your CRM, and we call as your brand after you've signed off the script.
Find it. Fix it. Run it.
Three stages. You can stop after any of them.
The Day 60 Audit
A full analysis of your retention program. Cohort baseline, flow-by-flow teardown, cancel path, Klaviyo backend. You get a scored report and a prioritization list with revenue attached to each. Credited in full against a Sprint or your first month of The Program.
The Sprint
We implement what the audit found. Flow architecture, months two & three sequences, segmentation, and all of the Klaviyo plumbing. The part that retains more subscribers and increases AOV.
The Program
Every day another cohort hits day sixty. The Program is how someone is there when they do: testing, iterating, and reading retention by tenure instead of by month. The part that makes reading next year's P&L worth it.
Who this is for
Good fit
- Shopify brands doing $5M–$50M in supplements, nutrition, skincare, or functional food and drink
- Klaviyo, plus Recharge, Skio or Loop (subscriptions)
- Subscriptions live with enough order history to build cohorts
- A founder or senior manager to communicate with
Not a good fit
- Brands doing below $2M a year
- One-time purchase only, with no replenishment cycle
- You're looking for paid acquisition, creative production or a full-service agency
- You want someone to "...send more campaigns!"
Day 60 is new, and you should know that.
We're looking to work with a small number of brands. That means we're taking three audits at no charge in exchange for publishing the findings anonymously.
It also means you'll be talking to the person doing the work, not an account manager or someone who doesn't know what's going on. If you'd rather hire an agency with five of their team on every call, then we're not a good fit.