Lifecycle marketing programmes that work both ends of the funnel — finding new customers efficiently and keeping the ones you have spending longer.
Pour budget in the top, watch most of it leak out within six months. Then complain CAC is rising. This is the unit-economics death spiral of most growth marketing.
We run acquisition and retention as one programme — because spending more on acquisition while leaking churn is just paying twice.
You don't have a CAC problem if your LTV is healthy. You don't have a churn problem if acquisition is targeted. The two halves of the funnel define each other — and yet most teams hand them to different people who never speak.
Cheap leads from the wrong channel churn fast and ruin LTV. We optimise acquisition for the customers who stick — sometimes paying more per lead to make more per customer.
A 5% improvement in retention can lift LTV by 25% or more. Lifecycle email, customer success touchpoints, win-back and replenishment programmes routinely move the dial more than another paid channel ever will.
Blended numbers hide everything. We work in cohorts — what did the customers acquired in March look like at month 1, 3, 6, 12? That's where the real signal lives.
Honest look at CAC, LTV, payback, gross margin and cohort retention — by channel and segment.
Paid, organic and partnership channels managed for LTV-weighted return, not just immediate ROAS.
Welcome journeys, product onboarding and first-purchase experiences that lift early retention.
Retention, replenishment, win-back and loyalty programmes via email and CRM.
Customer loyalty schemes, referral programmes and advocacy campaigns.
Cohort dashboards tying every channel and touchpoint to LTV, retention and payback.
CAC, LTV, payback and cohort retention reviewed honestly by channel and segment.
Plug obvious leaks — onboarding gaps, abandoned flows, win-back blanks — before scaling spend.
Acquisition channels optimised for LTV-weighted return; underperforming ones cut.
Lifecycle email, loyalty and customer-success touchpoints designed for retention lift.
Monthly cohort review — what's working, what's drifting, what to test next.
A subscription business spending heavily on acquisition with month-1 churn over 30%. We rebuilt onboarding, shipped four retention flows and reweighted paid spend toward higher-LTV segments. Twelve months later churn was down 28% and LTV up 44%.
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