Cure.fit Retention & Revenue Quality

01 / Context

The problem

Acquisition spending creates fragile growth when customers leave before the business recovers the cost of winning them.

02 / Ownership

My contribution

Financial modelling, churn segmentation, retention analysis, channel strategy and CAC sensitivity analysis.

The modelling approach

• Connect retention and utilisation with break-even economics.
• Segment churn to identify different intervention needs.
• Test acquisition-cost sensitivity against utilisation assumptions.

What the data can establish

The workbook uses an illustrative proxy sample and explicit churn assumptions. It separates observed sample behaviour from modelled monthly churn and warns against treating an annual cohort’s zero observed churn as a population finding.

Cohort differences are not the same as achievable intervention upside. Retention scenarios need to account for selection effects, the share of members who could change behaviour and the assumptions behind the LTV calculation.

A proposed acquisition channel

The strategy considers B2B payroll-embedded acquisition as a route to customers. The proposal is evaluated as a commercial scenario rather than an implemented company programme.

Revenue quality

The decision is not simply how cheaply a customer can be acquired. It is whether the customer uses and retains the service long enough for the relationship to create economic value.