[{"data":1,"prerenderedAt":925},["ShallowReactive",2],{"/blog/voluntary-churn-benchmarks":3},{"id":4,"title":5,"articleSection":6,"author":7,"body":8,"category":6,"coverBuilder":908,"cta":909,"ctaBody":908,"ctaTitle":908,"dateModified":910,"datePublished":911,"description":912,"draft":913,"extension":914,"hideCover":913,"image":915,"meta":916,"navigation":917,"ogImage":908,"path":918,"readTime":919,"seo":920,"sidebarCta":908,"stem":921,"tags":922,"wordCount":923,"__hash__":924},"blog/blog/voluntary-churn-benchmarks.md","Voluntary churn benchmarks and tactical advice","Churnkey Lab","team-churnkey",{"type":9,"value":10,"toc":892},"minimark",[11,15,20,32,53,57,60,67,74,78,85,88,204,210,216,222,225,348,355,361,368,373,380,384,387,390,393,430,437,440,479,484,488,494,497,592,596,602,605,611,615,621,633,636,645,651,667,671,674,685,694,704,708,711,714,722,732,736,739,742,751,760,764,771,778,788,798,802,805,813,823,828,846,850,853,856,862,870,873],[12,13,14],"p",{},"Churnkey partnered with Stripe to publish one of the most detailed breakdowns of voluntary churn available today.",[16,17,19],"h2",{"id":18},"data-and-methodology","Data and methodology",[12,21,22,23,27,28,31],{},"In 2024, ",[24,25,26],"strong",{},"Stripe processed $1.4 trillion"," across 200 million subscriptions. ",[24,29,30],{},"Churnkey protected over 25M"," subscriptions over the past year.",[12,33,34,35,42,43,47,48,52],{},"This report combines ",[36,37,41],"a",{"href":38,"rel":39},"https://stripe.com/lp/churn-benchmarks?utm_medium=partner&utm_source=16e8&utm_campaign=GLOBAL_4309&utm_content=8a42&utm_term=3161c784a936",[40],"nofollow","data from"," ",[36,44,46],{"href":38,"rel":45},[40],"Stripe"," with ",[36,49,51],{"href":50},"/","Churnkey's retention suite"," to bring you the most comprehensive churn insights on voluntary churn.",[16,54,56],{"id":55},"why-focus-on-voluntary-churn","Why focus on voluntary churn",[12,58,59],{},"Voluntary churn happens when people raise their hand to quit the service. They may reach out to your customer team or cancel self-serve in the product.",[12,61,62,63,66],{},"For the majority of high-volume subscription businesses, ",[24,64,65],{},"voluntary churn makes up the bulk"," of all churn, so it's important to focus on it individually.",[12,68,69],{},[70,71],"img",{"alt":72,"src":73},"","/images/blog/voluntary-churn-benchmarks/image.webp",[16,75,77],{"id":76},"_1-voluntary-churn-across-industries","1) Voluntary churn across industries",[12,79,80,81,84],{},"The data below covers subscription transaction data across businesses on Stripe. On average, ",[24,82,83],{},"subscription-based businesses lose 39%"," of all customers they acquire. On the furthest end of the spectrum, we have travel companies who lose 43% of all customers they acquire. SaaS is at 39% annual churn.",[12,86,87],{},"Industry Churn Rates - Monthly and Annual",[89,90,91,107],"table",{},[92,93,94],"thead",{},[95,96,97,101,104],"tr",{},[98,99,100],"th",{},"Industry",[98,102,103],{},"Monthly churn*",[98,105,106],{},"Annual churn",[108,109,110,122,133,142,153,164,173,184,195],"tbody",{},[95,111,112,116,119],{},[113,114,115],"td",{},"Travel and lodging",[113,117,118],{},"4.70%",[113,120,121],{},"43%",[95,123,124,127,130],{},[113,125,126],{},"Business services",[113,128,129],{},"4.20%",[113,131,132],{},"40%",[95,134,135,138,140],{},[113,136,137],{},"Education",[113,139,129],{},[113,141,132],{},[95,143,144,147,150],{},[113,145,146],{},"Merchandise",[113,148,149],{},"4.10%",[113,151,152],{},"39%",[95,154,155,158,161],{},[113,156,157],{},"Digital goods",[113,159,160],{},"4.00%",[113,162,163],{},"38%",[95,165,166,169,171],{},[113,167,168],{},"SaaS",[113,170,160],{},[113,172,163],{},[95,174,175,178,181],{},[113,176,177],{},"Insurance",[113,179,180],{},"3.90%",[113,182,183],{},"37%",[95,185,186,189,192],{},[113,187,188],{},"Personal services",[113,190,191],{},"3.70%",[113,193,194],{},"36%",[95,196,197,200,202],{},[113,198,199],{},"Leisure",[113,201,191],{},[113,203,194],{},[205,206,207],"article-source",{},[12,208,209],{},"*Source: Annual churn rates are from Stripe; monthly churn rates calculated by Churnkey.",[12,211,212,213],{},"When we break down these churn rates by voluntary rates, we see ",[24,214,215],{},"a different picture.",[12,217,218,219],{},"We’ve added two columns — total voluntary churn rate, and % of voluntary churn to help analyze the data. As you can see, ",[24,220,221],{},"the bulk of all churn is voluntary.",[12,223,224],{},"Industry Voluntary Churn Analysis",[89,226,227,242],{},[92,228,229],{},[95,230,231,233,236,239],{},[98,232,100],{},[98,234,235],{},"Total annual churn rate",[98,237,238],{},"Annual voluntary churn rate",[98,240,241],{},"Voluntary churn as a % of total churn",[108,243,244,256,268,279,290,302,314,326,337],{},[95,245,246,248,250,253],{},[113,247,115],{},[113,249,121],{},[113,251,252],{},"35%",[113,254,255],{},"82%",[95,257,258,260,262,265],{},[113,259,126],{},[113,261,132],{},[113,263,264],{},"30%",[113,266,267],{},"74%",[95,269,270,272,274,276],{},[113,271,137],{},[113,273,132],{},[113,275,264],{},[113,277,278],{},"76%",[95,280,281,283,285,287],{},[113,282,146],{},[113,284,152],{},[113,286,264],{},[113,288,289],{},"77%",[95,291,292,294,296,299],{},[113,293,157],{},[113,295,163],{},[113,297,298],{},"27%",[113,300,301],{},"71%",[95,303,304,306,308,311],{},[113,305,168],{},[113,307,163],{},[113,309,310],{},"29%",[113,312,313],{},"78%",[95,315,316,318,320,323],{},[113,317,177],{},[113,319,183],{},[113,321,322],{},"33%",[113,324,325],{},"91%",[95,327,328,330,332,334],{},[113,329,188],{},[113,331,194],{},[113,333,298],{},[113,335,336],{},"75%",[95,338,339,341,343,345],{},[113,340,199],{},[113,342,194],{},[113,344,264],{},[113,346,347],{},"83%",[12,349,350,351,354],{},"🟢 ",[24,352,353],{},"Digital Goods"," companies have the lowest proportion of voluntary churn at 71% of all churn due to voluntary reasons.",[12,356,357,358,360],{},"🔴 ",[24,359,177],{}," companies experience the highest percentage of voluntary churn. Nearly 91% of all churn is voluntary. Insurance companies have little trouble with failed payments.",[12,362,363,364,367],{},"🟡 ",[24,365,366],{},"For SaaS"," companies, voluntary churn rate averages at 78% of all churn. That means, if you’re doing $10M a year in revenue with 38% annual churn, you’re losing $2.96M in voluntary churn.",[12,369,370],{},[24,371,372],{},"Try it here:",[374,375],"churn-loss-calculator",{":share-default":376,"result-label":377,"share-label":378,"uid":379},"78","Voluntary churn lost per year","Voluntary share of churn","vol",[16,381,383],{"id":382},"_2-b2c-vs-b2b-voluntary-churn-benchmarks","2) B2C vs B2B voluntary churn benchmarks",[12,385,386],{},"B2C vs B2B churn rates look nearly identical.",[12,388,389],{},"B2C companies lose 39% of all customers each year, whereas B2B companies lose 38%.",[12,391,392],{},"Business Model Churn Rates - Monthly and Annual",[89,394,395,408],{},[92,396,397],{},[95,398,399,402,405],{},[98,400,401],{},"Business model",[98,403,404],{},"Monthly churn rate*",[98,406,407],{},"Annual churn rate",[108,409,410,420],{},[95,411,412,415,418],{},[113,413,414],{},"B2C",[113,416,417],{},"4%",[113,419,152],{},[95,421,422,425,428],{},[113,423,424],{},"B2B",[113,426,427],{},"3.82%",[113,429,163],{},[12,431,432,433,436],{},"However, ",[24,434,435],{},"B2B companies seem to lose more due to voluntary churn"," than their B2C counterparts. 84% of all churn for B2B companies is due to self-initiated cancellations.",[12,438,439],{},"Business Model Voluntary Churn Analysis",[89,441,442,455],{},[92,443,444],{},[95,445,446,448,450,452],{},[98,447,401],{},[98,449,407],{},[98,451,238],{},[98,453,454],{},"Voluntary churn as a % of overall churn",[108,456,457,467],{},[95,458,459,461,463,465],{},[113,460,414],{},[113,462,152],{},[113,464,310],{},[113,466,278],{},[95,468,469,471,473,476],{},[113,470,424],{},[113,472,163],{},[113,474,475],{},"32%",[113,477,478],{},"84%",[205,480,481],{},[12,482,483],{},"Source: Stripe",[16,485,487],{"id":486},"_3-voluntary-churn-benchmarks-by-price-points","3) Voluntary churn benchmarks by price points",[12,489,490,491],{},"Data shows that price and churn are inversely related. ",[24,492,493],{},"As price decreases, churn increases.",[12,495,496],{},"Average Order Value Churn Analysis",[89,498,499,513],{},[92,500,501],{},[95,502,503,506,508,511],{},[98,504,505],{},"Average order value",[98,507,407],{},[98,509,510],{},"Voluntary churn rate",[98,512,241],{},[108,514,515,528,540,553,566,579],{},[95,516,517,520,522,525],{},[113,518,519],{},"Less than $10",[113,521,132],{},[113,523,524],{},"26%",[113,526,527],{},"65%",[95,529,530,533,535,538],{},[113,531,532],{},"Between $10 and $30",[113,534,183],{},[113,536,537],{},"28%",[113,539,289],{},[95,541,542,545,548,551],{},[113,543,544],{},"Between $30 and $100",[113,546,547],{},"34%",[113,549,550],{},"25%",[113,552,267],{},[95,554,555,558,560,563],{},[113,556,557],{},"Between $100 and $1,000",[113,559,264],{},[113,561,562],{},"24%",[113,564,565],{},"81%",[95,567,568,571,573,576],{},[113,569,570],{},"Between $1,000 and $10,000",[113,572,562],{},[113,574,575],{},"20%",[113,577,578],{},"85%",[95,580,581,584,587,590],{},[113,582,583],{},"Greater than $10,000",[113,585,586],{},"15%",[113,588,589],{},"11%",[113,591,278],{},[205,593,594],{},[12,595,483],{},[12,597,432,598,601],{},[24,599,600],{},"voluntary churn doesn’t stay linear",".",[12,603,604],{},"For prices lower than $10, voluntary churn is 65% of all churn. But when prices increase, the proportion of voluntary churn increases.",[12,606,607,608],{},"This means, ",[24,609,610],{},"the lower the price, the lower the proportion of voluntary churn.",[16,612,614],{"id":613},"_4-voluntary-churn-by-saas-industry","4) Voluntary churn by SaaS industry",[12,616,617,618,601],{},"Focusing on SaaS businesses shows an interesting picture. ",[24,619,620],{},"AI companies have the highest overall churn",[622,623,627],"article-bar-chart",{":bars":624,"label-class":625,"title":626},"[{\"label\":\"AI tools\",\"width\":100,\"value\":\"\"},{\"label\":\"Marketing tools\",\"width\":86.45,\"value\":\"\"},{\"label\":\"Creative tools\",\"width\":85.79,\"value\":\"\"},{\"label\":\"Developer tools\",\"width\":59.93,\"value\":\"\"},{\"label\":\"Productivity tools\",\"width\":54,\"value\":\"\"},{\"label\":\"Operations tools\",\"width\":53.43,\"value\":\"\"}]","w-32 sm:w-40","Relative churn rate for SaaS companies",[628,629,630],"template",{"v-slot:source":72},[12,631,632],{},"Source: Churnkey",[12,634,635],{},"And voluntary churn continues to make up a high proportion for AI companies. Voluntary churn is the relatively lower for developer tools.",[622,637,641],{":bars":638,"label-class":625,"title":639,"value-class":640},"[{\"label\":\"AI tools\",\"width\":96.2,\"value\":\"84.10%\"},{\"label\":\"Marketing tools\",\"width\":89.5,\"value\":\"78.24%\"},{\"label\":\"Creative tools\",\"width\":100,\"value\":\"87.39%\"},{\"label\":\"Developer tools\",\"width\":88.7,\"value\":\"77.55%\"},{\"label\":\"Productivity tools\",\"width\":90.9,\"value\":\"79.44%\"},{\"label\":\"Operations tools\",\"width\":94.7,\"value\":\"82.75%\"}]","Voluntary churn proportion for SaaS companies","w-16",[628,642,643],{"v-slot:source":72},[12,644,632],{},[12,646,647,650],{},[24,648,649],{},"The Takeaway",":",[652,653,654,658,661],"ul",{},[655,656,657],"li",{},"Involuntary churn and voluntary churn are driven by different forces.",[655,659,660],{},"Payment failures are about card stability, billing friction, and customer financial health.",[655,662,663,664,601],{},"Voluntary cancellations are about ",[24,665,666],{},"product value, competition, and switching costs",[16,668,670],{"id":669},"_5-why-do-customers-churn","5) Why do customers churn?",[12,672,673],{},"Cancellation sessions are shown when people navigate to the cancel button in your app. A cancellation survey asks people why they want to cancel.",[12,675,676,677,680,681,684],{},"Data from ",[24,678,679],{},"2M cancellation survey responses"," across 5M unique cancellation sessions shows that ",[24,682,683],{},"budget limitations and infrequent usage"," were the primary reasons why people stopped using most products. It wasn't due to usability or technical issues.",[622,686,690],{":bars":687,"label-class":688,"title":689,"value-class":640},"[{\"label\":\"Budget limitations\",\"width\":100,\"value\":\"32.96%\"},{\"label\":\"Infrequent usage\",\"width\":92.8,\"value\":\"30.60%\"},{\"label\":\"Expectations not met\",\"width\":26.2,\"value\":\"8.63%\"},{\"label\":\"Alternative solutions\",\"width\":13,\"value\":\"4.29%\"},{\"label\":\"Technical issues\",\"width\":14.2,\"value\":\"4.68%\"},{\"label\":\"Usability challenges\",\"width\":3,\"value\":\"0.98%\"},{\"label\":\"Other reasons\",\"width\":54.2,\"value\":\"17.85%\"}]","w-36 sm:w-48","Why do customers churn?",[628,691,692],{"v-slot:source":72},[12,693,632],{},[12,695,696,699,700,601],{},[24,697,698],{},"Action",": Track why people leave. For product gaps, set up a continuous monitoring system that maps MRR lost to the feedback category. ",[36,701,703],{"href":702},"/feature/customer-insights-ai","Churnkey offers Feedback AI",[16,705,707],{"id":706},"_6-what-retains-customers-discounts-vs-pauses-vs-plan-changes","6) What retains customers: discounts vs pauses vs plan changes",[12,709,710],{},"There are a few different offers that work to retain customers that are about to leave. Discounts work best. Then pauses. And lastly, we’ve got plan changes.",[12,712,713],{},"Trial extensions are offered to free users. They have a lower acceptance rate simply because the audience is relatively more top-of-funnel.",[622,715,718],{":bars":716,"label-class":688,"title":717,"value-class":640},"[{\"label\":\"Discount subscription\",\"width\":100,\"value\":\"62.49%\"},{\"label\":\"Pause subscription\",\"width\":35.7,\"value\":\"22.32%\"},{\"label\":\"Change plan\",\"width\":12.4,\"value\":\"7.72%\"},{\"label\":\"Extend trial\",\"width\":12,\"value\":\"7.47%\"}]","Which offers retain customers at point of cancellation?",[628,719,720],{"v-slot:source":72},[12,721,632],{},[12,723,724,727,728,601],{},[24,725,726],{},"Action:"," Meet customers where they are. Not everyone needs a discount. Some people just need a pause. See how Churnkey solves it with ",[36,729,731],{"href":730},"/feature/cancel-flows","Cancel Flows",[16,733,735],{"id":734},"_7-how-much-discount-should-you-offer","7) How much discount should you offer?",[12,737,738],{},"We measured the most accepted discount rate across millions of cancellation sessions and found that there is no right answer.",[12,740,741],{},"Sometimes, offering a higher discount percentage can reduce acceptance rates as well.",[622,743,747],{":bars":744,"label-class":745,"title":746,"value-class":640},"[{\"label\":\"20% discount\",\"width\":12.2,\"value\":\"2.40%\"},{\"label\":\"25% discount\",\"width\":16.8,\"value\":\"3.30%\"},{\"label\":\"30% discount\",\"width\":20.9,\"value\":\"4.10%\"},{\"label\":\"40% discount\",\"width\":44.4,\"value\":\"8.70%\"},{\"label\":\"50% discount\",\"width\":35.7,\"value\":\"7.00%\"},{\"label\":\"100% discount\",\"width\":100,\"value\":\"19.60%\"}]","w-28 sm:w-36","Most accepted discount rate",[628,748,749],{"v-slot:source":72},[12,750,632],{},[12,752,753,755,756,601],{},[24,754,698],{},": If you have the means to segment customers by plan type, usage patterns, and other variables, do so. A step above would be building an AI model for your business that makes a unique offer to each customer. See how Churnkey solves it with ",[36,757,759],{"href":758},"/feature/adaptive-offers","Adaptive Offers",[16,761,763],{"id":762},"_8-who-should-you-offer-pauses-to","8) Who should you offer pauses to?",[12,765,766,767,770],{},"The data showed that ",[24,768,769],{},"everyone accepted pauses",", whether they were new or loyal customers. Loyalty had little to do with pauses.",[12,772,773,774,777],{},"Of course, the longer someone stays with you, the more likely they were to accept a pause. ",[24,775,776],{},"But it hovered around the ~15% mark"," after someone stays past their second month.",[622,779,784],{":bars":780,"label-class":781,"title":782,"value-class":783},"[{\"label\":\"0 months\",\"width\":32,\"value\":\"5.4%\"},{\"label\":\"1 month\",\"width\":60.4,\"value\":\"10.2%\"},{\"label\":\"2 months\",\"width\":76.9,\"value\":\"13.0%\"},{\"label\":\"3 months\",\"width\":84.6,\"value\":\"14.3%\"},{\"label\":\"4 months\",\"width\":87.6,\"value\":\"14.8%\"},{\"label\":\"5 months\",\"width\":90.5,\"value\":\"15.3%\"},{\"label\":\"6 months\",\"width\":92.9,\"value\":\"15.7%\"},{\"label\":\"7 months\",\"width\":94.7,\"value\":\"16.0%\"},{\"label\":\"8 months\",\"width\":95.9,\"value\":\"16.2%\"},{\"label\":\"9 months\",\"width\":98.2,\"value\":\"16.6%\"},{\"label\":\"10 months\",\"width\":100,\"value\":\"16.9%\"},{\"label\":\"11 months\",\"width\":99.4,\"value\":\"16.8%\"},{\"label\":\"12 months\",\"width\":95.3,\"value\":\"16.1%\"}]","w-20 sm:w-24","Pause acceptance rate by customer tenure","w-14",[628,785,786],{"v-slot:source":72},[12,787,632],{},[12,789,790,792,793,601],{},[24,791,698],{},": Let people pause their subscriptions, instead of cancelling. Pauses are the 2nd most effective retention offer, after discounts. Go a step further and let people choose the duration on how long they want to pause their subscription for. See Churnkey’s ",[36,794,797],{"href":795,"rel":796},"https://docs.churnkey.co/cancel-flows/offers/pause-subscription?ref=churnkey.co",[40],"documentation on pauses",[16,799,801],{"id":800},"_9-when-are-customers-most-likely-to-churn","9) When are customers most likely to churn?",[12,803,804],{},"New customers are the most at risk of leaving. Churn drops sharply after the first few months, then continues to decline gradually as loyalty builds. The longer someone stays, the less likely they are to cancel.",[622,806,809],{":bars":807,"label-class":745,"title":808,"value-class":640},"[{\"label\":\"\u003C 3 months\",\"width\":100,\"value\":\"12.00%\"},{\"label\":\"3-6 months\",\"width\":61.7,\"value\":\"7.40%\"},{\"label\":\"9-12 months\",\"width\":40.8,\"value\":\"4.90%\"},{\"label\":\"12+ months\",\"width\":26.7,\"value\":\"3.20%\"}]","Monthly churn rate by customer tenure",[628,810,811],{"v-slot:source":72},[12,812,632],{},[12,814,815,817,818,822],{},[24,816,698],{},": Focus on your churn strategy right alongside your customer acquisition strategy. Delaying this by as little as 3 months means you lose the opportunity to retain 5% of the customers. View Churnkey’s free ",[36,819,821],{"href":820},"/churn-metrics","Churn Metrics"," dashboard.",[12,824,825],{},[24,826,827],{},"If you enjoyed this report,",[829,830,831,838],"ol",{},[655,832,833,834,601],{},"Read the second part of the series: ",[36,835,837],{"href":836},"/blog/involuntary-churn-benchmarks","Involuntary Churn Benchmarks",[655,839,840,841,601],{},"And read benchmarks and churn management strategies for subscription businesses in ",[36,842,845],{"href":843,"rel":844},"https://stripe.com/in/lp/churn-benchmarks?utm_campaign=GLOBAL_4309&utm_content=8a42&utm_medium=partner&utm_source=16e8&utm_term=3161c784a936",[40],"Stripe's 2025 churn report",[16,847,849],{"id":848},"why-use-churnkey","Why use Churnkey?",[12,851,852],{},"Churn is one of the hardest problems to solve. It demands cross-functional collaboration and deep expertise across teams.",[12,854,855],{},"Partnering with Churnkey gives you access to a best-in-class retention suite that tackles both voluntary and involuntary churn.",[12,857,858,861],{},[24,859,860],{},"We integrate natively with Stripe",", which means two things:",[829,863,864,867],{},[655,865,866],{},"You can easily track retention performance over time and iterate.",[655,868,869],{},"Many of our products like Precision Retries can be adopted with zero engineering effort.",[12,871,872],{},"We'd love for you to check out the product, and see what we've built.",[12,874,875,880,881,885,886,891],{},[36,876,879],{"href":877,"rel":878},"https://app.churnkey.co/register?ref=churnkey.co",[40],"Sign up for Churnkey"," or ",[36,882,884],{"href":883},"/schedule-a-demo","book a demo",". Then, ",[36,887,890],{"href":888,"rel":889},"https://marketplace.stripe.com/apps/churnkey?ref=churnkey.co",[40],"install our Stripe app"," which provides a 1-click integration.",{"title":72,"searchDepth":893,"depth":893,"links":894},3,[895,897,898,899,900,901,902,903,904,905,906,907],{"id":18,"depth":896,"text":19},2,{"id":55,"depth":896,"text":56},{"id":76,"depth":896,"text":77},{"id":382,"depth":896,"text":383},{"id":486,"depth":896,"text":487},{"id":613,"depth":896,"text":614},{"id":669,"depth":896,"text":670},{"id":706,"depth":896,"text":707},{"id":734,"depth":896,"text":735},{"id":762,"depth":896,"text":763},{"id":800,"depth":896,"text":801},{"id":848,"depth":896,"text":849},null,"newsletter","2025-12-13","2025-11-14","This report combines data from Stripe with Churnkey's retention suite to bring you the most comprehensive churn insights on voluntary churn.",false,"md","/images/blog/voluntary-churn-benchmarks/voluntary-churn-rate-benchmarks.webp",{},true,"/blog/voluntary-churn-benchmarks","7 min read",{"title":5,"description":912},"blog/voluntary-churn-benchmarks",[6,46],1543,"RyM1CEpO02JZ-FM59H2dIUMz0a5bI-8si-1iRS5AE4c",1787075315701]