Subsets is now managing over 20 million subscriptions

Subsets now supports over 20 million active subscriptions across our customers. This number reflects what we have consistently seen, i.e., when commercial teams can run experiments, segment subscribers by behavior, and automate what works, retention shifts from being a reporting metric to becoming an operating system.

This year alone, we have:

• Launched over 100 retention experiments across onboarding, upsell, and winback
• Created more than 200 behavioral audiences for churn prediction, content engagement, and upgrade readiness

The Value of Subsets

Over the past few weeks, we have been in New York and London, meeting customers in person, attending the INMA World Congress, and hosting our first Retention Roundtable.

At INMA, the Chief Growth Officer of one of our customers gave us a shoutout, capturing the value of Subsets in two phrases: “rapid experimentation” and “cohort-based marketing”.

That is exactly the direction we have been building towards. Transforming static journeys into behavior-led flows and giving commercial teams full control, without any engineering intervention, has been our raison d'être. 

The Retention Roundtable

At our very first in-person event, a private dinner in London, we brought together 10 of the largest subscription publishers. Everyone brought insights worth repeating:

• Early trial behavior is a strong predictor of long-term value, which is why optimizing onboarding is so important.
• Behavioral triggers consistently outperform date-based campaigns for upsells and winbacks.
• Teams that automate winning retention experiments see faster results, reduced overhead, and greater consistency across the subscriber lifecycle.

Thanks to everyone who joined.

What’s Ahead

We are continuing to build the core infrastructure for smarter retention through segmentation, experimentation, and automation.

A big thank you to our customers for the trust and to our team for delivering what matters.

On to the next 20 million.