The Challenge
What Spander Was Facing
Spander had built a specialised navigation product for logistics fleets on a per-vehicle monthly subscription. Growth was slow and churn was inconsistent — some cohorts stayed for 18 months, others cancelled after 6 weeks. The team could not identify what separated retained customers from churned ones, making it impossible to optimise the product or the sales process. They were essentially flying blind on their subscription metrics.
The Solution
What We Built
We built a cohort analytics layer directly into the product, tracking subscription health metrics alongside product usage data. The analysis revealed a clear PMF signal: fleets that activated the route deviation alerting feature in their first 10 days retained at 91% after 6 months, versus 34% for those who never activated it. We redesigned onboarding to guide every new fleet to that activation milestone within the trial period, and added a health score dashboard for the customer success team that flagged at-risk accounts.
Results