We’re hitting good numbers, but a lot of our retention seems like it’s from users who forgot they’re subscribed.
It makes me wonder if this is just how subscription services operate or if we’re crossing an ethical line.
Every subscription app has forgotten users. That’s normal. What matters is whether active users stick around because they love it. If you’re only keeping people who forgot they subscribed, you’ve got a problem. You’re not giving them enough value. Focus on getting users hooked first. Make them use your core features regularly. Send reminders about what they can do, not just payment alerts. The best apps make users think they need it instead of just forgetting to cancel.
Ran campaigns for three subscription apps - this came up every single time.
Passive retention happens, sure, but don’t make it your main play. I’ve watched apps go all-in on this and it blows up in their faces. High churn, terrible reviews, tanked LTV.
Build habit loops instead. Get users hitting key actions in week one. Track engagement, not just whether they’re paying.
One app had 40% passive retention but only 15% actually used the features. We fixed onboarding and engagement jumped to 60%. Revenue held steady but reviews got way better and word of mouth took off.
Forgotten subscribers exist. Don’t bank on them for growth.