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Involuntary churn

Members lost to a payment failure rather than a decision to leave.

Involuntary churn is the portion of cancellations caused by expired cards, declines, and fraud blocks. The member did not choose to go; the payment simply stopped working.

It is worth measuring separately from voluntary churn, because the fixes are completely different. Voluntary churn is a product problem. Involuntary churn is a billing-configuration problem, and usually the faster one to solve.

Related terms

Dunning

The retry-and-remind process that recovers a failed recurring payment.

Churn rate

The percentage of members who cancel over a given period.

Recurring billing

Charging a member automatically at a fixed interval until they cancel.

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