Cancellations don’t have to be the end

In a subscription economy focused on maximising lifetime value, cancellation is often treated as a failure. But is it?

By Ken Houseman, VP Product Management, Zuora.

Today’s cardholders enter subscription relationships with merchants expecting flexibility, personalisation and fairness. Life events, shifting priorities and evolving preferences, though, make cancellations natural. The goal isn’t to prevent cancellations at all costs – it’s to design them to keep the door open to future engagement.

Making cancellations easy: It’s required

In the United States, the Federal Trade Commission’s “Click to Cancel” rule mandates that businesses provide a “simple mechanism” for cancellation that is “at least as easy” as the method used to subscribe.

Best-in-class merchants don’t just meet this standard, they turn it into a competitive advantage. That’s because:

• Positive cancellation experiences reinforce customer trust and brand reputation.
• If customers know they can leave easily, they are more likely to return when their circumstances or needs change.

Subscription models that allow flexibility – customised bundles, pausing, adjusting pricing – extend relationships beyond rigid contracts and increase future retention opportunities.

Consumers become more selective

Recent research shows that the average U.S. household maintains approximately 4.1 active paid subscriptions, down from 4.4 subscriptions in 2023. This trend reflects growing selectivity among consumers:

• Households are increasingly conscious of subscription value.
• Consumers are actively managing costs by canceling services they no longer use or deem essential.

Additional reporting reveals that U.S. consumers often spend $133 more per month on subscriptions than they realize. This gap between perceived and actual spending creates heightened sensitivity to subscription management tools and the ease of cancellation.

Merchants must understand that cancellations are not necessarily a judgment on the quality of their products or services. Instead, they often reflect broader financial priorities and life circumstances.

A learning moment, not a loss

Every cancellation offers a feedback loop:

• Why did the customer leave?
• What unmet needs surfaced?
• How can offers or bundles better align with evolving customer priorities?

Merchants who proactively manage cancellations as a point of re-evaluation – offering alternative bundles, new promotions or easy pathways back – view churn not as an ending but as a repositioning for future value.

Bank apps: A new challenge

While merchants have historically controlled the cancellation process, consumers increasingly prefer to cancel subscriptions through banking apps, which offer fast, consolidated cancellation tools.

While it’s convenient for consumers, this trend creates new risks for merchants by:

• Removing the opportunity to engage directly with consumers, offer retention paths or gather valuable exit feedback.
• Commoditizing the merchant-customer relationship, reducing the experience to a billing entry rather than a personalized service.

Customers initially entered into an agreement with the merchant – not the bank – expecting a tailored experience. Losing that direct contact weakens long-term brand loyalty.

Winning strategies going forward

To adapt, merchants must prioritise:

• Transparent and flexible options: Make cancellation paths clear, but also offer pausing, switching or customizing to match evolving customer needs.
• Proactive re-engagement plans: Exiting customers should know how easy it is to return, with pathways based on personalized offers or dynamic bundling strategies.
• Experience beyond billing: Building a differentiated customer experience rooted in personalisation, trust and flexibility ensures that, even if a subscription is canceled through a bank app, customers still remember the value of the merchant relationship.

Opportunity to shape relationship

When handled well, a cancellation can leave a lasting positive impression that strengthens customer trust and loyalty. Merchants who prioritize a respectful, flexible process not only protect their brand reputation but also lower the barrier to reacquisition.

By making the exit experience as thoughtful as signing customers up, businesses set the stage for easier re-engagement, future growth and a more resilient customer lifecycle.