Heights Slashed Cancellations 152% and Doubled Subscribers with Skio

UK Brain Health Brand Hitting Platform Limits

Heights built their subscription-first business around premium supplements for brain and body performance, targeting ~$3.1M annual revenue through direct-to-consumer channels. For a subscription-first brand like Heights, customer trust isn't just nice-to-have—it's everything.

Julietta Contoguris joined as Head of Product & Customer Experience with mandate to scale subscriptions sustainably while expanding into new markets. The team had ambitious goals: grow the brand, expand territories, and treat customers better.

By 2023, their subscription platform was actively holding them back. Support was lacking, essential features like multi-currency and Shopify checkout were missing, and cancellations were spiking without flexible alternatives.

Previous Platform Couldn't Support Growth Ambitions

Heights' tech stack was throttling their expansion plans through missing core functionality and poor support responsiveness. Global expansion requires multi-currency support, Shopify checkout integration, and robust automation—Heights had none of it.

Each missing feature became another roadblock to scale. When issues cropped up, response times lagged. Without a partner invested in their growth, Heights felt stuck with a platform that couldn't evolve with their needs.

Cancellations were piling up because customers had no flexible options like pause or delay. Hit "cancel" and they were gone for good. Retention suffered as revenue leaked away through inflexible subscription management.

Support tickets spiked as customers needed help for basic tasks—updating addresses, swapping products, managing orders. For a lean team, ticket volume was a time-suck that slowed growth initiatives.

"We wanted to grow the brand, expand to new territories, and treat our customers better. We couldn't continue with our provider and achieve our goals."

Skio Partnership Built on Shared Mission

Heights chose Skio for clarity of mission and partnership approach that felt different from typical vendor relationships.

"They have a brilliant value proposition. It's clear what they're out to do—stop having headaches with subscriptions. Skio understands the issues merchants care about."

Migration included dedicated merchant success management, scenario planning support, and proactive calls around launches and strategy. Heights didn't just get software—they got collaborative partnership.

"The collaboration—including calls and a dedicated MSM for scenario planning, product launches, and more—is a standout benefit of working with Skio. Finding this level of collaboration is incredibly rare."

Skio listened to feedback, adapted solutions, and worked with Heights to solve specific problems instead of shipping generic features and walking away.

"Skio's always open to hearing feedback, and they'll work with you to make changes if necessary. They don't forget about the problems you're trying to solve or the opportunities you're trying to develop together."

Conditional Cancellation Flow Transformed Retention

Skio's conditional cancellation flow introduced flexible options like pause and delay, converting exit intent into retained subscriptions. Instead of losing customers permanently, Heights offered alternatives that kept subscribers engaged.

"Since we introduced 'pause' and 'delay,' we've seen a 152% increase in overall cancellation deflections."

The modern portal gave customers self-service tools for basic subscription management. Instead of submitting support tickets for address changes or product swaps, subscribers handled adjustments themselves.

Support demand dropped as friction disappeared from routine subscription management. Heights' customer experience team could focus on strategic initiatives instead of manual subscription fixes.

"Since partnering with Skio, we've noticed a drop in customers needing help with managing their subscriptions."

Partnership extended beyond feature implementation to ongoing collaboration on retention strategy, product launches, and growth planning that made Skio feel like team extension rather than external vendor.

Retention Engineering Doubled Subscriber Growth

152% increase in cancellation deflections

100% growth in total subscribers

Reduced support ticket volume through self-service capabilities

International expansion enabled through multi-currency support

The transformation was dramatic and immediate. By removing friction and building flexible retention options, Heights grew total subscribers by 100% while significantly reducing churn through pause and delay alternatives.

Support pressure decreased as customers gained control over their subscription management, creating better experience while freeing internal team capacity for growth initiatives.

Partnership That Scales Ambitious Growth

Heights transformed their subscription foundation from growth limitation into competitive advantage. With churn controlled and subscribers doubling, they're now free to pursue international expansion, new product launches, and sustainable scaling that once felt out of reach.

"Skio cares about customers. That's important because you can grow better together."

For other brands evaluating subscription platforms, Julietta's advice is clear: find partners who've solved the same problems you're facing and built the greener pastures you're seeking.