Migrate

Move your existing book to web

Recurr operates the migration end-to-end — wave by wave, retention-gated, with matched-holdout measurement on every cohort. Your team approves campaign strategy, the platform runs the rest.

Recurr managed2-week pilotStore compliant

Target migration rate

55–70%

of eligible subscriber base

Payback

Weeks

migration fee returned from cash flow alone

Framework

The Controlled Migration Framework

Four gated phases over a typical 12-week engagement, scaling only when the numbers clear. Your team commits 1–2 hours/week.

Migration isn't the same problem as running web subscriptions. Existing subscription platforms handle one billing channel at a time. Recurr runs both — store and web in flight at once, with continuous entitlement when the store sub ends.

Audit

Week 1 · Self-serve

Pilot

Weeks 2–3 · Low-risk cohort

Migrate

Weeks 4–12 · Wave-by-wave

Compound

Ongoing · Web-rail compound

AuditOpportunity → qualification

The audit models your store mix, contactability, tenure, renewal timing, and churn risk to identify the first cohorts worth testing. Self-serve calculator delivers the dollar upside in a minute.

PilotLow-risk → cohorts

Two-week run against a low-risk cohort with a matched store-billing holdout. Pilot fee credits against migration when you scale. Pre-agreed gating thresholds on retention, payback, billing success, and support load — the data has to clear before the migration proceeds.

MigrateWave → next wave

Wave-by-wave rollout, sequenced across cohorts tuned to the pilot's learning. Subscribers who don't move in the first window are revisited in a later wave. Recurr operates the campaigns; your team approves strategy and signs off on each wave.

CompoundMigration → ongoing

New mobile cohorts migrate to web as they cross tenure and engagement thresholds, and new subscribers convert to web before install.

See the full methodology

The migration unlock

Web rails compound subscriber LTV faster than store rails — through fee compression, faster cash flow, and lifecycle motions the stores constrain. Only 3.2% of the $60 billion subscription app market runs on web rails today. Migration is the unlock.

Matthew

Founder, Recurr

Stats: RC State of Subscription Apps 2026

Subscriber journey

What your subscribers see

Email → branded checkout → uninterrupted app access. No double-billing, no broken sessions.

Migrating subscriber

Existing subscriber to web

From store billing to direct billing without losing app access for a moment.

01
Personalised migration email
Sequenced offer to migrate — branded to your app, tuned to their cohort. Reaches their inbox in the time zone Recurr's models recommend.
02
Branded web checkout
Clicks through to your branded checkout. Apple Pay, Google Pay, or card. Store sub cancels the moment the web sub activates.
03
App access continues
Entitlement syncs back via webhook. Next app open: uninterrupted — same features, same data, same login.

Retention safeguards

Retention is the gate, not the outcome

Four structural guardrails run by default — the program scales only when retention holds against a matched holdout.

Matched store-billing holdout

Every wave runs against a control group of subscribers left on store billing. Migration impact is measured against the holdout, not the historical baseline — cohort and seasonal effects can't hide.

Gated thresholds

Each wave has pre-agreed thresholds on retention, payback, billing success, and support load. The next wave doesn't proceed unless the previous one's numbers clear them.

Churn-gated auto-pause

Migrations roll out smallest cohort first, expanding only as data holds. If churn spikes past the agreed threshold, the next wave pauses automatically — and resumes only after a customer review of what changed.

Risk-ordered cohorts

Start with loyalists (lowest churn risk), expand outward as confidence builds. The migration sequence is tuned to retention, not migration speed.

Read the safeguards in depth

Store policies

Built within store policies

Recurr operates entirely outside your app binary. Subscribers receive email and click through to your branded web domain. Checkout settles on your own Stripe account and syncs to your entitlement provider.

Apple

Guideline 3.1.3 explicitly permits out-of-app email about web pricing. 3.1.3(b) qualifies that for multiplatform services, signed-in users may access content acquired elsewhere.

Google Play

Places no restriction on direct email communication to your subscribers. Payments policy explicitly allows consumption-only apps where users sign in and access content paid for outside the app.

Store technology fees

Apple Core Technology Commission and Core Technology Fee, Google Play User Choice Billing service fees, and reserved-right equivalents from both stores — none of them apply. Recurr never claims a store-side entitlement or program. Subscribers acquire and pay outside the app entirely, on rails the store policies above explicitly permit.

Read the full policy posture

Pricing

Three commercial pieces

A scoped pilot, a scoped project, a performance fee on migrated subs.

Pilot

From $10K

2 weeks

Credited against the Migration Program. Refundable before kickoff. Founder-led delivery.

Migration Program

Scoped

per app

Typically lands around one month of current app-store fees.

Performance fee

2.5%

first 12 months on web, per migrated subscriber

Aligned with retention — Recurr earns alongside you.

Request a pilot slot

Playbook

Get the full methodology

The playbook walks through the framework end-to-end with a worked $5M ARR example — sequencing, cohort selection, retention safeguards, recovery curve.

Or run the audit on your numbers