Involuntary Churn

When customers stop paying not because they chose to leave but because a payment failed, often due to an expired or declined card. It is unintended loss.

Involuntary churn can quietly eat into revenue from customers who actually still want your product. Tackling it with dunning and card updates is some of the easiest revenue to save.

A founder discovers a tenth of her cancellations are simply expired cards, so she adds automatic retries and reminder emails and recovers most of those customers.