Stockholm, a city of innovation and opportunity, provided the perfect backdrop for our latest event in collaboration with Adyen, What’s Next: Optimising subscriber growth and retention.

Bringing the experts together, our dinner was filled with engaging discussions, new connections, and insights into sustainable success. Over delicious food and cocktails, we explored the challenges and solutions shaping the subscription economy today.

If you missed it, don't worry—we’ve captured the highlights of the night. Want to be part of the discussion next time? Find an event near you.

Retention > acquisition: A new era of growth

The subscription landscape is shifting. Markus Schmaus, VP of EMEA at Recurly, emphasised the importance of retention-first growth. Acquisition rates dropped from 4.1% in 2021 to 2.8% in 2024, highlighting the continued shift toward profitable growth. 

Retention isn’t just about loyalty; it’s about reducing churn and creating engaging customer experiences. Alternative payments and flexible subscription options are key in changing customer relationships from transactional to long-term partnerships. 

Christofer Cederberg, Account Manager at Adyen highlighted that failed payments remain a top cause of churn, with fraud-related declines rising 29% in the last year alone. Many of these transactions can be recovered through AI-driven fraud prevention, real-time risk management, and direct card network integrations—all of which Adyen provides. 

From failed to successful payments  

Payments lay the foundation for success in subscriptions—one failed transaction directly hurts trust and revenue. There are over 2,000 reasons why a transaction could fail, and trying to understand and prevent them all is almost impossible.

However, with the help of AI predictive models, companies can retry transactions when they’re most likely to succeed and combat involuntary churn with smart dunning campaigns that ensure payments come through. 

Let’s take Smakbox and Soundtrap—a snack tasting box and a suite of audio tools, respectively. Both brands leverage Recurly’s features for subscription management and Adyen’s streamlined payments, ensuring their customers can easily avoid frustration over declined transactions or inefficiencies.

The results? Higher conversion rates, lower churn, and happier subscribers with every new payment cycle. 

💡 Check this out: Dunning done right: 12% subscription revenue lift with Recurly

Tackling the challenges of global scaling  

Scaling comes with nuances—particularly regarding payments and compliance. Today, 71% of merchants now offer both monthly and annual plans, a strategy to increase relevance across markets. However, the complexity of global payments remains a hurdle.

Working with the right partners makes the whole difference: A subscription management platform that handles complexities like multi-currency transactions, tax compliance, and subscription flexibility. Plus the right payment technology to support local payments, helping businesses maximise authorisation rates and minimise declines.

What’s next for you?

The evening wrapped up with an invitation to attendees to continue the conversation and build stronger subscription businesses shaped by actionable insights. “Retention is the key to subscription success. Growth isn’t just about acquiring customers—it’s about keeping them engaged and ensuring seamless payments,” Schmaus reminded the room.

Didn’t make it to Stockholm? Join us for our upcoming virtual and in-person events.

Connect with industry experts, share strategies, and discuss the future of the subscription economy—all while enjoying great food and refreshing drinks.