CHAPTER 02
Flexibility – Adapt them or lose them
Today, flexibility has shifted from a competitive advantage to a fundamental necessity. Modern subscribers demand control over every experience, whether it’s selecting their preferred payment methods, seamlessly adjusting plans, or pausing subscriptions when needed.
But true flexibility isn’t just about one touchpoint — it should be woven throughout the entire subscriber journey. From the moment a customer signs up, they should have the ability to personalize their experience, easily upgrade or downgrade as their needs evolve, and modify billing preferences with ease.
When businesses empower their subscribers with choice, they create stickier, more engaging relationships that drive long-term loyalty. This adaptability not only enhances the customer experience but also reduces churn by ensuring subscribers always find value in their membership — on their terms. In an era where consumer preferences shift rapidly, offering a seamless, flexible experience isn’t just a perk — it’s the key to lasting retention and sustained growth.
Strategies to deliver flexibility
1. Personalized plans, flexible changes
From seamless plan upgrades and downgrades to pause and cancel options, every part of the subscriber lifecycle should offer adaptability. According to our data, subscription pause usage surged by 68% year-over-year in 2024, proving that consumers expect control over their subscriptions. In fact, businesses that offer a subscription pause instead of an outright cancellation retain 51.7% of customers, according to a 2024 BizBot report. This flexibility not only preserves revenue but also strengthens customer relationships by accommodating shifting needs.
Beyond reducing immediate churn, pause options also drive long-term value. Our State of Subscriptions data revealed that more than $200 million was generated from subscribers who re-subscribed after pausing, proving that adaptability extends the customer lifecycle and increases lifetime value. Offering hybrid plans and bundling options further ensures that consumers can choose the best-fit subscription, enhancing satisfaction and loyalty.
But flexibility isn’t just about plan options — it’s about removing friction at every stage. An intuitive self-service experience — where subscribers can modify their plans without contacting support — fosters trust and improves retention. Features like custom bundles, mix-and-match pricing, and AI-driven recommendations based on usage patterns give subscribers control over their experience, making them more likely to stay engaged.
RECURLY IN ACTION
With Recurly’s Plans & Pricing customization tools, you can give subscribers autonomy over their plans. Whether adjusting billing frequency, creating hybrid bundles, or temporarily pausing a subscription, Recurly makes it effortless for merchants to deliver flexibility. When paired with Recurly Engage, which enables you to A/B test the perfect offer at the ideal moment using in-app prompts, this creates a powerful combination to refine and optimize your strategy. By empowering subscribers with self-service options, you can boost satisfaction, reduce churn, and capture long-term revenue from returning customers. With Recurly, adaptability isn’t just an option — it’s a growth strategy.
2. Payment flexibility & localization
When it comes to retention, payment flexibility is just as critical as plan adaptability. Today’s subscribers expect a wide variety of payment options, from traditional credit cards to digital wallets and alternative payment methods (APMs) that cater to their preferences. Recurly’s findings show that APMs such as Apple Pay and PayPal continue to gain popularity, with Apple Pay usage increasing from 0.6% to 1.8% in 2024.
Consumers are actively seeking out platforms that support their preferred payment methods, and when businesses remove payment friction, they improve both acquisition and long-term loyalty. In fact, a study by Bizrate Insights found that nearly 22% of consumers would spend more if given flexible payment options, highlighting the direct impact of payment adaptability on revenue growth.
However, true payment flexibility extends beyond method choice — it also requires localization. A flexible payment experience means subscribers can pay how they want, in their preferred currency. But localization isn’t just about currency conversion; it also includes region-specific tax handling, language preferences, and tailored promotions that create a frictionless, familiar experience.
A recent BizBot report found that businesses providing localized experiences saw a 15% increase in subscriber retention, proving that meeting consumers where they are isn’t just a convenience — it’s a necessity for reducing churn and maximizing customer lifetime value. Subscription businesses that invest in globally accessible, adaptable payment processing position themselves to attract and retain a more diverse, loyal subscriber base.
RECURLY IN ACTION
Using Recurly’s robust localization tools, your business can provide region-specific payment options and seamlessly accommodate global currency variations. By offering localized experiences that align with subscriber preferences, you can eliminate payment friction and encourage long-term loyalty. Whether supporting popular APMs, adjusting tax calculations by region, or enabling multi-currency transactions, Recurly helps subscription businesses thrive in global markets while remaining highly tailored to their audience.
3. Retention beyond cancellation
A canceled subscription doesn’t always signal the end of a customer relationship — 20% of acquisitions are returning subscribers. Therefore, the key to maximizing retention isn’t just preventing cancellations; it’s creating a seamless path for subscribers to return when they’re ready. According to our State of Subscriptions data, 70% of subscribers reconsider cancellations when presented with loyalty incentives, proving that well-structured retention strategies can turn potential churn into continued engagement.
Merchants that offer hybrid plans, tiered pricing, and compelling loyalty incentives—such as discounts for long-term commitments, special perks for returning subscribers, or customized reactivation offers — are better positioned to re-engage past customers and extend the subscriber lifecycle.
For instance, subscription businesses that provide personalized renewal offers, extended trial periods, or exclusive discounts often see higher re-subscription rates, as they effectively remind customers of the value they once enjoyed. The key is to make returning as effortless as subscribing. Keeping past subscribers engaged through targeted outreach and flexible reactivation options ensures they remain within the brand’s ecosystem, even after they leave.
RECURLY IN ACTION
Retention doesn’t end at cancellation — smart discounting strategies can turn churned subscribers into loyal customers. With Recurly’s Coupons & Discounts, businesses can offer targeted promotions that encourage re-subscription, such as win-back discounts for returning customers, exclusive loyalty incentives, and limited-time offers to reduce churn. Flexible discounting options, including percentage-based, fixed-amount, and time-sensitive promotions, allow merchants to customize offers based on subscriber behavior and retention goals. By integrating personalized, strategic discounts into the subscriber journey, businesses can boost retention, increase lifetime value, and create long-term customer relationships. Whether it’s rewarding loyalty, incentivizing plan upgrades, or enticing subscribers to rejoin, Recurly makes it easy to offer discounts that drive engagement — without sacrificing revenue.
Merchant spotlight: PupBox
For PupBox, retention starts with flexibility. Before partnering with Recurly, the puppy subscription box company struggled to encourage long-term commitments due to rigid billing structures. With customers required to pay for multi-month plans upfront, high price points created a barrier to entry, leading to increased churn.
By leveraging Recurly’s flexible payment options, PupBox transformed its subscription model — allowing customers to sign up for longer-term plans while paying in smaller, monthly installments. This change not only boosted acquisition but also drove retention by reducing churn and encouraging sustained engagement.
To further strengthen customer loyalty, PupBox took advantage of Recurly’s Coupons & Discounts to offer targeted promotions, such as first-box discounts and incentives for longer commitments. These strategies helped PupBox optimize pricing while ensuring subscriber lifetime value remained high.
With a more adaptive approach to payments and promotions, PupBox continues to expand its subscriber base while keeping pet parents engaged through every stage of puppyhood. Recurly’s billing flexibility enables PupBox to focus on what matters most — building lasting relationships with its customers and their four-legged family members.
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