The Sprouting Company moved every subscriber to Recharge at the end of August 2026. A new cancellation flow went live with the switch, and then we kept rebuilding it: four versions in 33 days, each one shaped by what the last one taught us. The save rate went from 12% to 18%, then 22%, then 26%, more than double where it started. Nearly three times as many subscribers now change their mind without taking an offer, and the brand ended October with 15% more active subscribers than it had at the end of August.
Facts
Client: The Sprouting Company
Industry: Food tech (home sprouting, CPG)
Partners: Recharge
ESP: Klaviyo (email + SMS)
Focus area: Subscription platform migration & cancellation flow
Results
- 12% to 26% cancellation save rate on Recharge, in 33 days
- Nearly 3x as many subscribers stop canceling without taking an offer
- Four versions in 33 days each one built on what the last one taught us
- +15% active subscribers from the end of August to the end of October
- 8% lower voluntary churn in October against September
Client Insights
The Sprouting Company makes the Sprouter, a countertop system that grows broccoli sprouts in three to five days with no soil and no sunlight. The Sprouter is bought once. Everything after that is seeds, and seeds are a subscription business, so the subscription program isn’t a side channel. It’s the business.
We’ve run the brand’s lifecycle program since March 2026: email, SMS, pop-ups and, from the summer, the subscription experience itself.
The Challenge
Smartrr carried the subscription program through the brand’s first stretch of growth, but its feature set was limited next to Recharge’s. The cancellation flow there saved 0.3% of the subscribers who tried to cancel, with no way to test a better one, and with the subscriber base growing fast, the move was much needed. Recharge brought cancellation flows that can branch by customer, run A/B tests and carry video, and a full stream of subscription events into Klaviyo.
Tools only pay when they’re put to work, though. A cancellation flow that’s set up once and left alone saves whatever it saves on day one. We wanted the brand on its best possible flow within weeks of the switch, not quarters, and the only way to get there was to ship, read the numbers and ship again.
Our Process
1. Recharge set up for how sprouters use seeds
The cancellation comments in the first days said the same thing: people weren’t done with the seeds, they just weren’t ready for the next bag. So we gave them better options than canceling, brought every subscription notification into the brand’s own voice, and rebuilt the Klaviyo program around what subscribers actually do in Recharge.
2. Four versions in 33 days
Every version started from the same question: why are people still leaving? Each answer became the next version, live within two weeks of the last.
| Version | When | What changed | Save rate |
|---|---|---|---|
| Smartrr | Before the move | No A/B testing functionality. | 0.3% |
| 1 | Week 1 | Save flow broken down by order goes live. | 12% |
| 2 | Week 3 | New cancellation reasons are implemented, along with the corresponding treatments. | 18% |
| 3 | Week 4 | Deflection page added, featuring the founder. | 22% |
| 4 | Week 5 | Deflection page iteration under test, additional conversion elements on the reasons page implemented. | 26% |
No version was a fresh guess. Each one answered what the last one taught us, which is why the save rate rose at every step instead of jumping around.
3. Why the video works
The founder video changed the flow more than any offer did. In version one, 6% of subscribers who started to cancel changed their mind without taking an offer. With the refined video it’s 16%, nearly three times as many, and the share who go through with canceling fell from 88% to 74%. Hearing from the person who built the Sprouter, at the moment they’re about to stop, does what a discount can’t.
The Results
Read from Recharge at the end of October 2026:
| Metric | Result |
|---|---|
| Cancellation save rate | 12% to 26% in 33 days |
| Subscribers who stop canceling without an offer | Nearly 3x |
| Share of cancellations that go through | 88% to 74% |
| Active subscribers, end of August to end of October | +15% |
| Voluntary churn rate, October against September | 8% lower |
More than one in four subscribers who start to cancel now finish the visit still subscribed, and every one of them is a subscriber the brand doesn’t have to pay to acquire again. That’s what the move to Recharge was for, and it took 33 days to get there.
Where To From Here?
Next is a rewards journey in Recharge and new plan options for existing subscribers ahead of the holidays, and in the new year a longer read on what the move did to retention and lifetime value, now that the subscription data in Klaviyo builds with every order.
