Churned

Churned is an Amsterdam-headquartered AI SaaS company that sells a predictive retention platform for subscription businesses in both B2B SaaS and B2C markets. The platform ingests customer data from CRM, support, product usage, financial and marketing systems via APIs or directly from a data warehouse, consolidates it into unified customer profiles, and applies proprietary predictive and prescriptive AI models to score churn risk, customer health and lifetime value.

Beyond prediction, the product determines a next-best action for each subscriber — such as a retention offer, an upgrade, a reactivation message or no contact — and triggers it automatically through the customer's existing email, SMS and CRM tooling. Named components include Co-Pilot (workflow builder and automated campaigns), AI Audiences (dynamic segmentation and targeting) and predictive insights covering health scores and LTV. Optional modules cover NLP sentiment analysis of customer interactions, reactivation scoring for former customers, and analysis of non-subscription one-time-purchase data using RFM-based segmentation. The platform also provides ROI tracking of retention flows with automated control groups.

Founding story

Churned was founded in Amsterdam in January 2020 by data science professor Francisco Blasques together with his former master's student Michiel Doornenbal and Maarten Doornenbal. The founders observed that subscription businesses, both B2B SaaS and B2C, struggled to use their data for retention, being caught between rule-based tools and slow, expensive consultancy services that lacked real-time actionability.

Business model

Software-as-a-service sold to subscription businesses, with tiered plans (Starter, Scale, Enterprise) differentiated by the number of included Co-Pilots, the number of connectable data sources and access to data-warehouse connectivity, advanced real-time behavioral segmentation and custom feature engineering. Add-ons include additional Co-Pilots, a dedicated data scientist, NLP sentiment analysis, a reactivation module and a non-subscription (one-time purchase) module.

Recurring subscription plans across three tiers, plus purchasable add-on modules and services such as extra Co-Pilots and a dedicated data scientist.

Traction

Named customers include War Child, TweakWise, mijndomein and digihero. The company reports that War Child reduced donor churn by more than 25% on specific cohorts by segmenting donors on risk. Testimonials on the site come from a SaaS chief revenue officer, a digital customer success team lead and a chief digital officer at a B2C subscription business.

Latest developments

Following the September 2024 seed round, the company markets a tiered plan structure built around its Co-Pilot automation product and add-on modules for reactivation, non-subscription purchase analysis and NLP sentiment analysis.