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Once subscribers move to web rails, lifecycle motions become first-class. Recurr operates them on the same platform that ran the migration — same subscriber state, same data continuity, same settlement layer. Performance pricing applies on conversion events; the underlying platform stays at the flat 3.5% fee.

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Why lifecycle motions belong on Recurr’s platform

App-store rails make most lifecycle motions awkward. Apple and Google handle dunning their way, plan switching has restrictions, and granular conversion data isn’t queryable as a continuous stream. The migration moves all of that onto rails the customer controls. The compounding advantage: first-party data continuity across motions. The exit-survey response captured by a Cancel deflection 60 days ago becomes the personalisation input for a Winback today. Same platform, same subscriber state — no integration tax between motions.

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The motions

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Re-engagement

Dormant subscribers — those who paid but stopped engaging with the app — get re-engagement campaigns triggered by Recurr’s lifecycle layer. Subscription state, engagement signals, and prior purchase history feed the cadence. Re-engagement runs on the platform fee (3.5% on the subscription revenue, flat). Performance pricing doesn’t apply — re-engagement targets the resident subscriber, not a conversion event.

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Annual nudges

Monthly subscribers nudged into annual plans at the right window. Recurr looks at tenure, usage signals, and renewal proximity to time the nudge; the conversion happens through Recurr’s branded checkout with a one-click upgrade. Performance pricing: 10% on the converted subscriber’s new annualised revenue. Earned at conversion, deducted across the 12 months that follow.

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Cancel deflections

Pre-cancel save flow that fires when a subscriber initiates cancellation. The flow captures the cancellation reason via exit survey, then offers a relevant retention path — plan switch, pause, time-bounded discount, or genuine acceptance. Performance pricing: 10% on the retained subscriber’s annualised revenue. Earned at retention, deducted across the 12 months that follow. Cancel deflections are currently on Recurr’s roadmap waitlist — not yet available. The mechanic ships once the foundational motion modules land.

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Winbacks

Churned subscribers re-acquired through targeted offers. The personalisation pulls from the exit survey captured during Cancel deflections, the original churn reason, and tenure profile — so the winback offer addresses the actual reason for cancelling, not a generic discount. Performance pricing: 10% on the re-acquired subscriber’s annualised revenue. Earned at the winback conversion, deducted across the 12 months that follow.

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How motions trigger

Every motion fires from Recurr’s events layer. Webhook events deliver per-subscriber state to the customer’s downstream stack in parallel, so the customer’s existing analytics and BI can observe motion performance directly:
  • motion.cancel_save.attempted — fired when a Cancel deflection flow starts
  • motion.cancel_save.retained — fired when a Cancel deflection retains
  • motion.winback.attempted — fired when a Winback offer is sent
  • motion.winback.recovered — fired when a Winback converts
  • motion.annual_upgrade.converted — fired when an Annual nudge converts
See the event catalog for the full schema per event.

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Performance pricing reference

Cancel deflections, Winbacks, and Annual nudges each run on performance pricing — a percentage fee per converted subscriber, earned at conversion and deducted at settlement across the 12 months that follow. Per-subscriber churn voids the unpaid balance on that subscriber. The mechanic is identical across motions; rates differ per motion as set in the MSA. Performance pricing detail → Pricing model →