Start with the economics, because they're stark: keeping a customer costs roughly five to seven times less than winning a new one, and lifting retention by just 5% can raise profit by a quarter or more. Yet most businesses keep pouring budget into the top of the funnel while the bottom leaks. The way to find the leak is a cohort retention curve — if it drops steeply in the first 30–90 days, you've got an onboarding or first-value problem; if newer cohorts retain worse than older ones, you're either losing relevance or acquiring the wrong customers. And separate the two churns: people who chose to leave (a value problem) from people lost to failed payments (a fixable one). Churn is a symptom; the fix is always a level up.
We find why they actually leave — not the exit-survey reason, the real one — by reading behaviour across the cohorts and the journey. Then we fix the root cause and build the mechanism that keeps them: the moment that has to land, the lifecycle that brings them back.