Store-to-web
subscriber migration
for mobile apps
Thesis
Move the book. Recover the margin.
What store billing is costing you
$1.1M
paid to app stores
$481K
in store settlement windows
App store billing layers fees on revenue, holds capital in settlement, and constrains how you operate.
Your existing store subscribers don't have to stay there. Recurrmoves them onto direct web billing — without an SDK, and without breaking store policy.
You own the rails
Your subscribers, finally yours.
On the app stores, you never owned the customer — billing, payouts, and the relationship all sat with the store. Migration moves your book onto Recurr, backed by a Stripe account in your name.
Web billing, outside the app
Direct web billing runs outside the app, so no store fees apply.
- No in-app purchase links, no binary changes.
- Permitted under Apple 3.1.3(b) + Google external billing.
- No store fees on subscriptions created outside the app.
Built on Stripe, in your name
The account, customers, and cards are yours. Recurr operates the migration and runs the subscription platform on top.
Apple Pay, Google Pay + cards
You’re the merchant of record
Paid in T+2, to your bank
Automated tax collection
Web subscriptions aren't experimental anymore
Spotify, Netflix, and a growing number of mobile apps already run their subscriptions on the web. The constraint is no longer whether consumers will buy there, it's whether your app is set up to meet them.
Matthew
Founder, Recurr
Platform
The platform your migration lands on.
Recurr is the web subscription platform built for mobile apps. Branded surfaces for subscribers, standard primitives for your stack.
What subscribers see
Migration only pays if your subscribers actually make the move. The experience is built to be simple and low-friction — so more of them do.
After migration, subscribers manage billing and find help on your branded portal.
Receives personalised offer to migrate
Web checkout
Apple Pay or Google Pay on your branded checkout — no new login, no card to type.
App access continues
Entitlement syncs back, uninterrupted app access
From checkout to entitlement
Four primitives that move a subscriber from store billing to web billing — without losing them or breaking app access.
Migration Campaign
Multi-touch, cohort-aware email + offer flows.
Branded Checkout
On your subdomain. Apple Pay or Google Pay, no sign-in.
Identity Bridge
Migrated subscribers recognised when they reopen the app.
Entitlement Sync
+ Adapty, customDeployment
Managed subscriber migration
Recurr operates the migration end-to-end through our Controlled Migration Framework. Your team approves the messaging; the platform handles the rest.
Audit
Week 1
Quantify fee exposure, cohort quality, and recoverable margin on your specific numbers.
Pilot
Weeks 2–3
A small pilot wave from each cohort of your base, matched against a store-billing holdout.
Migrate
Weeks 4–12
Wave-by-wave migration across your base. Pause at any wave.
Compound
Ongoing
Web-first acquisition and lifecycle motions layered onto the migrated base — your book compounds year over year.
Pilot
From $10,000
2 weeks
Proves the ROI on your whole base. Refundable until kickoff, credited in full.
Full migration
One quarter
End to end
10 weekly waves operated end-to-end by Recurr — volume ramps wherever benchmarks clear. Most programs complete in 4–6 weeks.
The pilot is your only out-of-pocket cost. The migration fee is self-funding — invoiced at kickoff, and not due until your revenue on Recurr has covered it.
Program cost
Under 1 month
of current store fees
Target migration rate
55–70%
of eligible subscriber base
Migration fee
Self-funding
covered by released cash flow
Economics
A structural change to your unit economics
For every migrated subscriber, store fees stop and held cash releases — resulting in permanent margin expansion, plus a one-time cash unlock. You pay Recurr's 3.5% platform fee + standard Stripe processing, with no store fees on top.
Permanent margin lift
Rate breakdown
Recurr's platform fee, plus Stripe processing in United States (domestic card rate).
Additional fees may apply
- International cards
- Currency conversion
- Wallet & local payment methods
- Per-transaction flat fee (affects effective % based on your ATV)
Margin recovered
+15.6 pts
of margin, on every payment
One-time cash flow release
Working-capital unlock
46 days
Direct payments begin as the last store payments land — this overlap is your cash release.
Approximately 9.8% of annualised revenue for the migrated cohort.
The migration fee typically returns from released cash flow alone within 2–3 weeks of migration starting.
Rate comparison excludes Stripe's per-transaction flat fee ($0.30 per payment). Your effective rate depends on average transaction value — the audit calculates yours.
Find out how much of the $92K/month in store fees you could be keeping.
Model your migration upside
A 60-second audit. Personalised on your ARR. You'll see:
- Year-one and ongoing recovery, modeled on your fee mix
- Cash-flow release during the migration window
- Sharable audit PDF for your team
60 seconds. Results shown instantly.
Common questions
Get the Subscriber Migration Playbook
How mobile subscription apps move existing app-store subscribers onto direct billing — sequence, cohort selection, retention safeguards, and the unit economics, including a worked example at $5M ARR.