SaaS Growth · March 28, 2026 · 8 min read
Why your SaaS customers are churning (and it is not the product)
Four things end a subscription. The customer was never a fit and our messaging said otherwise, the customer was a fit and never got far enough to find out, the customer got value and couldn't prove it to anyone with a budget, or the product genuinely can't do the thing. Only the last one is a product problem, and it's the rarest. We rewrite the other three into roadmap items because a roadmap item is something we know how to build. Diagnose the type first, then fix in order, starting upstream.