Total Customers
75
Across 12 cohorts · Jan–Dec 2023
Overall Churn Rate
56%
42 of 75 customers churned
Starter Churn Rate
100%
Avg tenure 3.5 months · No retention
Enterprise Retention
0%
0 Enterprise churns · 29 mo avg tenure
Cohort Analysis
Retention by Acquisition Month
Each bar shows the active vs. churned split for customers acquired that month. Jan 2023 was the highest-risk cohort.
Plan Tier Segmentation
Churn Rate by Plan
Churn is entirely concentrated in Starter and Professional tiers. Enterprise shows zero attrition.
Starter
22 customers · 22 churned
100% churn · avg 3.5 months before leaving. Functions as a trial tier with no long-term retention.
Professional
27 customers · 16 churned
59% churn · avg 9.4 months. Churn peaks before annual renewal — outreach needed at month 7–8.
Enterprise
26 customers · 0 churned
0% churn · 29 months avg tenure. Enterprise expansion is the primary growth lever.
6-Month Retention Rate
27%
Starter
retained at 6M
retained at 6M
63%
Professional
retained at 6M
retained at 6M
100%
Enterprise
retained at 6M
retained at 6M
Full Cohort Retention Table
Month-by-Month Cohort Health
Output of the CTE-based cohort retention query. Cohorts with fewer than 5 customers or under 6 months observation are flagged as insufficient data.
| Cohort | Size | Active | Churned | Retention % | Churn % | Status Flag | Analyst Note |
|---|
Decision 01 — Immediate Action
Launch Starter → Pro Upgrade Campaign
All 22 Starter customers churned at an average of 3.5 months. Trigger an upgrade offer at month 2 — before the typical churn point. Offer a discounted first 3 months of Professional to convert before they disengage.
Decision 02 — Retention Intervention
Professional Renewal Outreach at Month 7
Professional churn peaks around month 9 — just before annual renewal. Proactive outreach at month 7–8 with a success review, usage data, and a renewal incentive can shift this cohort's retention from 41% to closer to 60%+.
Decision 03 — Growth Strategy
Prioritize Enterprise Acquisition & Expansion
Zero Enterprise churn at 29 months average tenure. Every Enterprise customer retained is compounding ARR. Shift CAC budget toward Enterprise segments. Build an expansion playbook: upsell seats, modules, and integrations to the 26 existing Enterprise accounts.