> ## Documentation Index
> Fetch the complete documentation index at: https://recurr.dev/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Lifecycle motions

> The motions running on Recurr's web rails: re-engagement, annual upgrades, cancel deflections, winbacks. Performance pricing applies on conversion.

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.

## 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.

## The motions

### 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.

### 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.

### 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.*

### 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.

## 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](/api-reference/events) for the full schema per event.

## 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 →](/working-with/performance-pricing)

[Pricing model →](/working-with/pricing-model)