Want to make your subscribers feel like heroes? That was the underlying question at Recurly and Adyen’s most recent event, Smarter subscriptions that elevate experiences, part of our What’s Next Series. Held as an in-person dinner gathering in London, this event brought together some of the brightest minds in the subscription economy. Attendees from leading brands like Beatport, HeliosX Group, Wdrbe, and Business Insider enjoyed an evening of networking, dining, and exploring strategies to elevate subscriber experiences.

Against this backdrop of thought leadership and collaboration, the evening focused on actionable insights to amplify retention, streamline subscriber journeys, and master the tools needed to stay competitive. But this wasn’t just a dinner; it was a chance to strategize about what’s next in the dynamic world of subscriptions.

Here we’ll explore a few hot topics from the evening and why they matter for subscription businesses today.

Moving beyond acquisition

For years, customer acquisition was the golden ticket to growth. But in a competitive landscape, focusing exclusively on acquiring new subscribers is no longer enough. In fact, our 2025 State of Subscriptions data revealed that acquisition rates dropped from 4.1% in 2021 to 2.8% in 2024, making it evident that retention is becoming the smarter play. Why? Because keeping customers who are already engaged is both more cost-effective and more sustainable in the long run.

To move beyond acquisition, businesses need to shift focus to the entire subscriber lifecycle. Flexible billing models, personalized renewal strategies, and tools like predictive analytics can reveal which subscribers are at risk of churn. By acting early, businesses can address potential issues before they escalate.

Retention-first growth isn’t just about reducing churn numbers. It’s about building experiences that encourage loyalty and engagement over time. When your subscribers stay longer, they not only generate more revenue but can also become advocates for your brand.

Smart scaling for global success

Expanding subscription businesses into global markets can unlock enormous opportunities — but it also brings its fair share of challenges. From dealing with currency complexities to navigating local regulations, scaling globally isn’t a simple plug-and-play.

Today, 71% of merchants now offer both monthly and annual plans to cater to diverse audience preferences worldwide. But scaling isn’t just about payment flexibility; it’s also about adapting your offerings to align with local expectations. Take payment methods, for example. Global audiences demand flexibility, with many regions favoring payment options like digital wallets, bank transfers, or installment plans. 

Beyond payments, localization strategies matter, too. Addressing language preferences, local pricing, and regulatory compliance creates a more relevant and seamless experience for subscribers worldwide. Partnering with platforms — like Recurly and Adyen — that simplify these complexities makes all the difference, enabling businesses to scale smarter and faster.

How payments impact subscriber experiences

Payment processes are core to subscription success, yet they’re often overlooked. Failed payments, expired cards, and fraud-related declines are among the top causes of involuntary churn. And when a payment doesn’t go through seamlessly, it’s more than lost revenue — it’s lost trust.

Advanced payments technology addresses these challenges head-on. Features like smart dunning campaigns and automatic card updates help optimize authorization rates and recover more revenue from failed transactions. Subscription businesses can also use predictive models to determine the best time to retry payments, further reducing churn.

Adyen’s global payment solutions and Recurly’s streamlined subscription management platform empower businesses to achieve higher authorization rates and reduce failed payments. When payments work seamlessly, businesses can retain more subscribers and create relationships founded on trust.

What’s next for you?

As the subscription industry grows and evolves, understanding and acting on trends like retention-first growth, global scaling, frictionless user journeys, and dynamic payment systems will set businesses apart.

Recurly and Adyen are proud to partner in helping subscription businesses uncover smarter and faster ways to scale, engage, and succeed. Want to be part of the conversation? Don’t miss future opportunities to connect, collaborate, and push the boundaries of what’s possible at upcoming events in our What’s Next Series.

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