Retention & Churn Risk
Who stays, and who's slipping away
How each activation cohort holds on over time, and where churn risk concentrates across the user base — risk tiers computed deterministically from usage signals, never guessed.
M1 retention, May cohort
75%
+17 pts vs the January cohort
M1 retention, Jan cohort
58%
Before the onboarding redesign matured
MRR in high-risk segments
$45,900
9.0% of total MRR
High-risk users
2,310
24% of the monthly active base
Cohort retention curves
Share of each monthly activation cohort still active, by months since activation. Newer cohorts are brighter — and retaining better.
- 2026-01 cohort (2,210 activated): M0 100%, M1 58%, M2 47%, M3 41%, M4 37%, M5 34%
- 2026-02 cohort (2,340 activated): M0 100%, M1 61%, M2 50%, M3 44%, M4 40%
- 2026-03 cohort (2,480 activated): M0 100%, M1 65%, M2 55%, M3 48%
- 2026-04 cohort (2,570 activated): M0 100%, M1 70%, M2 61%
- 2026-05 cohort (2,650 activated): M0 100%, M1 75%
- 2026-06 cohort (2,720 activated): M0 100%
Retention by cohort
The same curves as a triangle — read across a row to follow one cohort through time.
| Cohort | Activated | M0 | M1 | M2 | M3 | M4 | M5 |
|---|---|---|---|---|---|---|---|
| Jan 2026 | 2,210 | 100% | 58% | 47% | 41% | 37% | 34% |
| Feb 2026 | 2,340 | 100% | 61% | 50% | 44% | 40% | |
| Mar 2026 | 2,480 | 100% | 65% | 55% | 48% | ||
| Apr 2026 | 2,570 | 100% | 70% | 61% | |||
| May 2026 | 2,650 | 100% | 75% | ||||
| Jun 2026 | 2,720 | 100% |
Churn risk by segment
$45,900 of MRR sits in high-risk segments (2,310 users). Hover a tier for the signals behind it.
| Segment | Users | MRR | Sessions / wk | Last active | Seat util. | Churn risk |
|---|---|---|---|---|---|---|
| Power | 1,350 | $168,000 | 9.5 | 1d ago | 92% | Low |
| Core | 3,280 | $214,000 | 4.2 | 3d ago | 74% | Low |
| Casual | 2,700 | $82,000 | 1.2 | 9d ago | 41% | Elevated |
| At Risk | 1,250 | $33,000 | 0.4 | 19d ago | 22% | High |
| Dormant | 1,060 | $12,900 | 0.1 | 47d ago | 9% | High |