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"Why Are 11% of My Customers Leaving Every Month?"
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"Why Are 11% of My Customers Leaving Every Month?"

Understanding Churn Rate in Financial Publishing

Identifying the Problem

  • Joe, a financial publisher, identifies his primary concern as an 11% month-over-month churn rate rather than lead generation issues.
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  • He seeks tactical improvements for onboarding processes to reduce this churn rate.

Pricing Structure

  • The pricing model includes a $97 front-end offer, with back-end options ranging from $1,200 to $5,000 for premium bundles.
  • Joe mentions that most subscribers (65-70%) opt for annual subscriptions, while some choose monthly plans.

Current Onboarding Process

  • The existing onboarding process is minimal and consists mainly of sending valuable but non-individualized emails over a 30-60-90 day period.
  • There is no customization based on subscriber origin or specific needs.

Subscriber Retention Insights

  • Joe notes that long-term subscribers have been loyal for decades; however, newer cohorts show significantly lower retention rates.
  • He acknowledges that the company only began advertising about 18 months ago, which may have impacted subscriber quality and retention.

Customer Feedback Strategy

  • A recommendation is made to interview 20 customers from both successful and unsuccessful recent cohorts to understand their motivations and fears regarding subscription.
  • Special focus should be placed on monthly subscribers who have consistently renewed their subscriptions to identify key activation moments.

Activation Points and Onboarding Improvements

  • It’s suggested that onboarding should encourage immediate engagement actions (e.g., making the first trade), similar to strategies used in other industries where early participation boosts lifetime value.
  • The importance of granular analysis is emphasized; understanding what successful users did can help tailor future onboarding efforts effectively.

Tools for Business Improvement

Free Resource Offering

  • A free tool is introduced that aggregates data from various businesses to help identify effective strategies tailored to different industries.
  • Users are encouraged to utilize this resource for actionable insights into improving their own business practices.

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Download your free scaling roadmap here: https://www.acquisition.com/roadmap-yth1 Business owners: Want to scale faster? We provide in-person advisory for companies doing at least $1M per year: https://www.acquisition.com/workshop-yth If you're new to my channel, my name is Alex Hormozi. I'm the founder and managing partner of Acquisition.com. It's a family office, which is just a formal way of saying we invest our own money into companies. Our 10 portfolio companies bring in over $250,000,000+ per year. Our ownership stake varies between 20% and 100% of them. Given this is a YT channel, and anyone can claim anything, I'll give you some stuff you can google to verify below. How I got here… 21: Graduated Vanderbilt in 3 years Magna Cum Laude, and took a fancy consulting job. 23 yrs old: Left my fancy consulting job to start a business (a gym). 24 yrs old: Opened 5 gym locations. 26 yrs old: Closed down 6th gym. Lost everything. 26 yrs old: Got back to launching gyms (launched 33). Then, lost everything for a 2nd time. 26 yrs old: In desperation, started licensing model as a hail mary. It worked. 27 yrs old: "Gym Launch" does $3M profit the next 6 months. Then $17M profit next 12 months. 28 yrs old: Started Prestige Labs. $20M the first year. 29 yrs old: Launched ALAN, a software company for agencies to work leads for customers. Scaled to $1.7mmo within 6 months. 31 yrs old: Sold 75% of UseAlan to a strategic buyer in an all stock deal. 31 yrs old: Sold 66% of Gym Launch & Prestige Labs at $46.2M valuation in all-cash deal to American Pacific Group. (you can google it) 31 yrs old: Started our family office Acquisition.com. We invest and scale companies using the $42M in distributions we had taken + the cash from the $46.2M exit. 32 yrs old: Started making free content showing how we grow companies to make real business education accessible to everyone (and) to attract business owners to invest or scale their businesses. 34 yrs old: I became co-owner of https://Skool.com to help the many people who want to start a business online do so. Today: Our portfolio now does $200M/yr between 10 companies. The largest doing $100M/yr the smallest doing $5M per year. Our ownership varies between 20% and 100% ownership of the companies. Many of them we invested in early and helped grow (which is how we make our money - not youtube videos). To all the gladiators in the arena, we're all in the middle of writing our own stories. The worse the monsters, the more epic the story. You either get an epic outcome or an epic story. Both mean you win. Keep crushing. May your desires be greater than your obstacles. Never quit, Alex DISCLOSURE Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary. Copyright © 2026.