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Cohort selection decides who sees the migration first. The best first cohort is not simply the largest group. It is the group most likely to validate the migration motion while giving finance, product, and support a reliable signal.

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Common selection dimensions

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First cohorts

Pilot cohorts should be representative enough to teach the program what will happen at scale, but controlled enough to protect the business. Recurr typically designs the pilot to include important cohort types, with store-billing holdouts or other comparison context where measurement requires them.

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Ascension cohorts

After the initial migration, new store subscribers continue entering the book. Ascension is the ongoing movement of those newer store cohorts onto web billing as they mature. The same cohort logic applies, and so does the same commercial treatment: ascension is migration, priced at the same 5% of what we move. Recurr generally does not try to move brand-new store subscribers immediately. New subscribers are allowed to reach tenure checkpoints first, so the motion targets a more stable subscription and avoids paying migration fees on subscribers who were likely to churn anyway.