CAC halved while doubling spend
Helio runs a health membership platform. They wanted to scale paid spend without killing unit economics. We rebuilt their lifecycle program and restructured their paid funnel — CAC halved while they doubled their ad budget.
The numbers
that mattered.
What they came to us with.
Every time they increased spend, CAC crept up. Lifecycle was an afterthought: a single welcome email and a monthly newsletter. Churn was high but retention wasn't being worked.
What we actually did.
Run lifecycle as an offset to paid CAC. Build a 9-touch retention sequence. Rebalance paid creative to prioritize 90-day retention cohorts over first-purchase AOV.
How it unfolded.
Funnel audit
Segment + Amplitude walkthrough. The churn cliff was day 14.
Lifecycle rebuild
9-touch sequence targeting the day-14 cliff. Klaviyo flow architecture.
Paid restructure
Creative refresh, bid strategy shift to LTV-optimized audiences.
Scale
Budget doubled in week 24. CAC held. Then fell.
Ready to grow
on purpose?
Book a 30-minute call. We'll either give you 3 things you can do this week — or politely pass and recommend someone better. No pitch deck