How Veracity uses HAM to uncover post-rebill churn and rethink full-lifecycle retention

Veracity, like many subscription brands, believed churn was happening in the lead-up to a rebill. That's where most teams focus their efforts, optimizing reminder emails, refining pre-bill messaging, and trying to prevent cancellations before a charge.

The problem was they couldn't clearly see what was actually happening after the rebill.

Using HAM, Veracity analyzed churn across the full subscription lifecycle and uncovered something unexpected. A significant portion of churn was happening after the rebill, not before it.

This challenged a core assumption and revealed a critical moment the team wasn't actively optimizing.

HAM gave Veracity a clear view into churn across the entire lifecycle, connecting subscriber behavior directly to retention and lifetime value. Instead of relying on multiple exports or assumptions, the team could see when subscribers were most at risk and how different lifecycle moments impacted long-term outcomes.

With this visibility, Veracity had clarity on where churn was actually happening.

Today, the team approaches retention with a different lens. Instead of focusing only on preventing cancellations before a charge, they are able to identify and act on the moments that drive churn, making decisions based on lifecycle performance, not assumptions.

"We always knew churn was happening before rebill, and that's where most of our focus was. HAM showed us that the entire rebill window (pre- and post-rebill) was actually a churn risk with a significant portion of churns happening post-rebill. That visibility completely changed how we approach retention and where we focus our efforts."

Meet Veracity:

Veracity is a metabolic health brand designed to help people feel like themselves again by addressing the root causes behind low energy, weight fluctuations, cravings, and brain fog. Developed by physicians and grounded in science, Veracity uses targeted, bioavailable ingredients to support the systems that regulate how the body produces and uses energy, working with your biology, not against it.