This is a demo with made-up data. It runs the same analysis code as a real audit, on a fake account with about 400 customers. Run it on your own Stripe account.
Demo report · Nov 1, 2024 to Oct 1, 2026 · USD
161 customers canceled in the last 24 months, taking $26,192/mo ($314,308/yr) with them.
- Average MRR per churned customer
- $163
- Average lifetime
- 9 months
- Average lifetime value
- $1,537
- Trials that never paid
- 29
What a win-back campaign could recover on top of natural returns
$1,831 to $3,922/mo
$21,969 to $47,068 over 12 months
How we calculated this
We start from the 129 former customers who score 40 or higher, split by why they left. Each group gets its own recovery rate:
- Failed payments: 51 candidates who paid $8,728/mo. 15 percent to 30 percent of that is $1,309 to $2,618/mo.
- Voluntary cancellations: 78 candidates who paid $13,040/mo. 4 percent to 10 percent of that is $522 to $1,304/mo.
This is on top of the 5.4 percent who come back on their own. You only pay for this part.
The 12 month figure assumes recovered customers come back at their previous price and stay for the year. It does not count upgrades or new customers.
Natural return rate
5.4 percent
5.4 percent of churned customers came back on their own. Of the 168 customers who left in this period, 9 later started a new paid subscription without any campaign.
This comes from your own Stripe data. The recovery estimate is extra, on top of these returns.
Failed payments (involuntary)
$8,836/mo
53 customers · 33.7 percent of churned MRR
These customers did not decide to leave. A card update reminder and a short personal note usually recover more of this group than any other.
Canceled by the customer (voluntary)
$17,356/mo
108 customers · 66.3 percent of churned MRR
The most common reason given was "not using it enough", 24.4 percent of voluntary churn.
Churned MRR by month
| Month | Churned MRR | Customers |
|---|---|---|
| Nov 24 | $58 | 2 |
| Dec 24 | $848 | 3 |
| Jan 25 | $79 | 1 |
| Feb 25 | $121 | 3 |
| Mar 25 | $79 | 1 |
| Apr 25 | $904 | 3 |
| May 25 | $58 | 2 |
| Jun 25 | $941 | 6 |
| Jul 25 | $187 | 3 |
| Aug 25 | $1,046 | 5 |
| Sep 25 | $506 | 3 |
| Oct 25 | $1,248 | 5 |
| Nov 25 | $1,682 | 8 |
| Dec 25 | $304 | 5 |
| Jan 26 | $483 | 11 |
| Feb 26 | $560 | 7 |
| Mar 26 | $456 | 8 |
| Apr 26 | $1,979 | 10 |
| May 26 | $666 | 9 |
| Jun 26 | $3,769 | 12 |
| Jul 26 | $1,688 | 7 |
| Aug 26 | $2,027 | 13 |
| Sep 26 | $6,502 | 34 |
| Oct 26 | $0 | 0 |
By cancellation reason
- Failed payment$8,836/mo · 53 customers
- Not using it enough$4,236/mo · 26 customers
- Too expensive$2,796/mo · 21 customers
- Switched to another service$2,484/mo · 9 customers
- Missing features$2,307/mo · 14 customers
- Quality issues$1,932/mo · 4 customers
- Other$1,682/mo · 7 customers
- No reason given$1,625/mo · 20 customers
- Too complex$199/mo · 5 customers
- Customer service$95/mo · 2 customers
By tenure
- Under 3 months$8,201/mo · 45 customers
- 3 to 12 months$11,349/mo · 83 customers
- 12 to 24 months$6,613/mo · 32 customers
- 24 months or more$29/mo · 1 customer
By plan
- Scale (monthly)$13,333/mo · 22 customers
- Scale (yearly)$6,136/mo · 10 customers
- Growth (monthly)$4,250/mo · 55 customers
- Starter (monthly)$1,363/mo · 48 customers
- Growth (yearly)$777/mo · 12 customers
- Starter (yearly)$334/mo · 14 customers
Other currencies (not included above)
Everything above is in USD, your main currency. Each other currency has its own totals. We never convert between currencies or add them together.
| Currency | Active MRR | Churned | Churned MRR | Failed payments | Voluntary |
|---|---|---|---|---|---|
| EUR | €525/mo | 9 customers | €675/mo€8,100/yr | €375/mo | €300/mo |
Top win-back candidates
Scored 0 to 100 on tenure, past MRR, why they left and how long ago. Each row shows the factors that moved the score most.
Showing the top 50 of 129 customers, highest score first.
| Customer | Last plan | Past MRR | Tenure | Churned | Reason | Score | Top factors |
|---|---|---|---|---|---|---|---|
Iris Nilsson iris.nilsson@tidewater.example | Scale (monthly) | $995 | 13 months | Nov 29, 2025 | Failed payment | 96 |
|
Lucia Nilsson lucia.nilsson@copperleaf.example | Scale (yearly) | $663 | 24 months | Jun 12, 2026 | Failed payment | 96 |
|
Felix Nilsson felix.nilsson@quarry.example | Scale (monthly) | $398 | 23 months | Jun 5, 2026 | Failed payment | 96 |
|
Priya Larsen priya.larsen@tidewater.example | Growth (monthly) | $79 | 15 months | Aug 14, 2026 | Failed payment | 90 |
|
Maya Rossi maya.rossi@meridian.example | Scale (monthly) | $995 | 9 months | Apr 18, 2026 | Failed payment | 89 |
|
Ethan Haddad ethan.haddad@northwind.example | Scale (monthly) | $796 | 5 months | Aug 16, 2026 | Failed payment | 89 |
|
Zoe Fischer zoe.fischer@kestrel.example | Scale (monthly) | $199 | 4 months | Feb 11, 2026 | Failed payment | 89 |
|
Jonas Moreau jonas.moreau@meridian.example | Scale (monthly) | $995 | 17 months | Jun 17, 2026 | Not using it enough | 84 |
|
Priya Rossi priya.rossi@sparrow.example | Scale (monthly) | $398 | 20 months | Jul 8, 2026 | Not using it enough | 84 |
|
Iris Patel iris.patel@harbor.example | Growth (monthly) | $79 | 8 months | Jun 7, 2026 | Failed payment | 83 |
|
Theo Novak theo.novak@harbor.example | Growth (monthly) | $79 | 4 months | Oct 7, 2025 | Failed payment | 83 |
|
Marco Ito marco.ito@lumen.example | Starter (yearly) | $24 | 24 months | Aug 30, 2026 | Failed payment | 80 |
|
Ava Haddad ava.haddad@copperleaf.example | Scale (yearly) | $663 | 12 months | Oct 10, 2025 | Not using it enough | 77 |
|
Marco Moreau marco.moreau@quarry.example | Growth (yearly) | $66 | 12 months | Jun 27, 2026 | Failed payment | 77 |
|
Kenji Walsh kenji.walsh@pinecrest.example | Growth (yearly) | $66 | 12 months | Jan 25, 2026 | Failed payment | 77 |
|
Priya Fischer priya.fischer@fieldnote.example | Growth (monthly) | $63 | 6 months | Nov 12, 2025 | Failed payment | 77 |
|
Zoe Patel zoe.patel@tidewater.example | Scale (monthly) | $199 | 20 months | Apr 4, 2026 | Other | 76 |
|
Elin Fischer elin.fischer@lumen.example | Growth (monthly) | $79 | 21 months | Jan 26, 2026 | Too expensive | 73 |
|
Maya Moreau maya.moreau@lumen.example | Growth (monthly) | $79 | 14 months | Mar 14, 2026 | Too expensive | 73 |
|
Elin Silva elin.silva@fieldnote.example | Growth (monthly) | $79 | 18 months | Feb 25, 2026 | Too expensive | 73 |
|
Zoe Larsen zoe.larsen@kestrel.example | Growth (monthly) | $79 | 15 months | Oct 8, 2025 | Too expensive | 73 |
|
Ethan Nilsson ethan.nilsson@harbor.example | Growth (monthly) | $79 | 23 months | Jul 26, 2026 | Too expensive | 73 |
|
Noah Chen noah.chen@bluebird.example | Starter (monthly) | $29 | 7 months | Jan 26, 2026 | Failed payment | 73 |
|
Maya Kim maya.kim@copperleaf.example | Starter (monthly) | $29 | 11 months | Apr 21, 2026 | Failed payment | 73 |
|
Zoe Larsen zoe.larsen@quarry.example | Starter (monthly) | $29 | 9 months | Mar 3, 2026 | Failed payment | 73 |
|
Lucia Patel lucia.patel@harbor.example | Starter (monthly) | $29 | 4 months | Feb 22, 2026 | Failed payment | 73 |
|
Maya Haddad maya.haddad@fieldnote.example | Starter (monthly) | $29 | 7 months | Aug 26, 2026 | Failed payment | 73 |
|
Kenji Berg kenji.berg@copperleaf.example | Starter (yearly) | $24 | 12 months | Jan 29, 2026 | Failed payment | 73 |
|
Marco Larsen marco.larsen@meridian.example | Starter (monthly) | $23 | 9 months | Dec 6, 2025 | Failed payment | 73 |
|
Daniel Garcia daniel.garcia@quarry.example | Scale (yearly) | $332 | 8 months | Sep 30, 2026 | Failed payment | 72 |
|
Kenji Chen kenji.chen@kestrel.example | Growth (yearly) | $66 | 24 months | Mar 11, 2026 | Too complex | 72 |
|
Daniel Moreau daniel.moreau@northwind.example | Growth (yearly) | $66 | 24 months | Mar 2, 2026 | Not using it enough | 72 |
|
Felix Silva felix.silva@lumen.example | Growth (monthly) | $63 | 15 months | May 23, 2026 | Not using it enough | 72 |
|
Elin Larsen elin.larsen@pinecrest.example | Growth (monthly) | $79 | 12 months | Aug 28, 2026 | Not using it enough | 71 |
|
Felix Novak felix.novak@northwind.example | Growth (monthly) | $79 | 9 months | Jun 16, 2026 | Not using it enough | 71 |
|
Felix Novak felix.novak@meridian.example | Growth (monthly) | $79 | 9 months | Jun 6, 2026 | Not using it enough | 71 |
|
Kenji Garcia kenji.garcia@meridian.example | Growth (monthly) | $79 | 7 months | Nov 26, 2025 | Not using it enough | 71 |
|
Ava Chen ava.chen@sparrow.example | Growth (monthly) | $79 | 15 months | Jun 23, 2025 | Failed payment | 70 |
|
Omar Moreau omar.moreau@harbor.example | Growth (monthly) | $79 | 15 months | Jun 14, 2026 | No reason given | 70 |
|
Priya Okafor priya.okafor@quarry.example | Scale (monthly) | $796 | 3 months | Aug 20, 2026 | Failed payment | 69 |
|
Elin Garcia elin.garcia@copperleaf.example | Scale (monthly) | $796 | 12 months | Apr 26, 2025 | Failed payment | 69 |
|
Ava Berg ava.berg@copperleaf.example | Scale (monthly) | $398 | 9 months | Apr 15, 2026 | No reason given | 69 |
|
Kenji Walsh kenji.walsh@bluebird.example | Scale (monthly) | $398 | under a month | Oct 24, 2025 | Failed payment | 69 |
|
Theo Haddad theo.haddad@pinecrest.example | Scale (yearly) | $332 | 12 months | Jun 14, 2025 | Failed payment | 69 |
|
Priya Fischer priya.fischer@quarry.example | Scale (monthly) | $199 | 9 months | Dec 10, 2025 | No reason given | 69 |
|
Omar Walsh omar.walsh@tidewater.example | Scale (yearly) | $166 | 12 months | May 16, 2026 | No reason given | 69 |
|
Priya Haddad priya.haddad@copperleaf.example | Growth (monthly) | $79 | 4 months | Jul 21, 2026 | Missing features | 69 |
|
Noah Novak noah.novak@kestrel.example | Growth (monthly) | $79 | 11 months | Jun 29, 2026 | Missing features | 69 |
|
Daniel Ito daniel.ito@harbor.example | Growth (monthly) | $79 | 20 months | Mar 16, 2026 | Too expensive | 69 |
|
Lucia Garcia lucia.garcia@bluebird.example | Starter (monthly) | $29 | 13 months | Dec 28, 2025 | Not using it enough | 68 |
|
Let the agent win them back.
Start a pilot on 20 percent of this list, measured against a holdout. You approve every message, and you only count revenue the holdout did not bring back on its own.
Run the audit on your own Stripe dataBased on 429 subscriptions and 4,101 invoices. A customer counts as churned when they had a paid subscription and none is active, trialing or past due at the end of the period. Downgrades and customers who came back are not counted.