Case study: SaaS retention and pricing redesign
A mid-stage SaaS company faced stagnating lifetime value and rising acquisition costs. Gentlefieldmark led a focused diagnostic combining cohort analysis, pricing elasticity tests, and customer interviews. We prioritized three low-cost experiments: an onboarding redesign to accelerate time-to-value, a tiered pricing change to improve alignment with usage patterns, and an automated in-product coach for at-risk cohorts. Over twelve months these changes increased net dollar retention by double digits, reduced initial churn within the first 90 days, and improved average revenue per account. Crucially, we built handoff materials and a playbook so the product and growth teams could continue iterating. The project underscores that validated experiments, coupled with operational handoff, translate short-term tests into persistent improvements in unit economics and customer value.