Client

True Sea Moss
Houston, TX

Industry

Health & Wellness / Dietary Supplements

Unlocking a $2M - $3.2M annual revenue opportunity through lifecycle, churn reduction, and CRM optimization.

The Challenge

True Sea Moss, a fast-growing DTC wellness brand, was experiencing high early-life churn and significant subscriber drop-off within the first 30–60 days.

Despite strong acquisition, CRM performance was under-leveraged, limiting customer lifetime value and creating preventable revenue loss. The team lacked a clear, data-driven roadmap to improve retention and scale more efficiently.

Our Approach

We conducted a comprehensive retention audit across Klaviyo and ReCharge (Dec 2024–Jun 2025), focused on identifying the highest-impact drivers of churn and missed revenue.

Our approach included:

  • Churn & cohort analysis to identify early-life drop-off trends

  • Lifecycle journey mapping to uncover friction across onboarding and post-purchase flows

  • Segmentation & CRM audit to evaluate targeting, timing, and personalization gaps

  • AOV and subscriber behavior analysis to identify expansion opportunities

This work surfaced the most critical friction points across the customer lifecycle and prioritized the highest-impact opportunities.

The Opportunity

Our analysis identified a $2M–$3.2M annual revenue opportunity, representing a meaningful lift in retention-driven revenue.

This opportunity was grounded in real performance data and benchmarked against high-performing DTC brands, with gains driven by improvements in churn reduction, lifecycle conversion, AOV, and CRM efficiency.

Key Recommendations

  • Strengthen churn mitigation across the subscriber lifecycle (pre-cancel flows, dunning, pause/skip logic)

  • Rebuild onboarding and post-purchase journeys to improve early retention and product adoption

  • Optimize segmentation, targeting, and CRM flow timing to increase lifecycle conversion

  • Simplify subscription options and product navigation to reduce decision friction

  • Launch targeted winback and reactivation programs to recover at-risk and churned customers

Strategic focus: Shift from campaign-led execution to a lifecycle-driven retention strategy designed to maximize LTV.

Impact

3–5 pt reduction in churn
10–20% lift in CRM revenue
+$4–$6 increase in AOV

The Outcome

Retention—not acquisition—was the primary constraint to growth.

Delivered a clear, prioritized retention roadmap designed to unlock $2M+ in incremental revenue through improved churn mitigation, stronger lifecycle conversion, and increased customer lifetime value.

Positioned the business to scale more efficiently by improving retention before further acquisition investment.

“You didn’t just bring clarity, structure, and a new level of thinking… you brought a whole new way of how we think, work, and take ownership.”

— Anton Kiselevsky, Partner, Growth & Strategy, True Sea Moss