"I and love and you" Grew Subscription Revenue 25.6% YoY with Skio and Softlimit

The Brand Built on What Pets Give Freely

"I and love and you" started with one conviction: pets deserve food made from ingredients you can read out loud. Founded in 2010 and based in Denver, the brand sells grain-free, whole-ingredient pet food across dry kibble, wet food, and freeze-dried formats. The name comes from what pets offer unconditionally, and that ethos runs through how they build the business.

Subscriptions sit at the center of "I and love and you"'s revenue model. Recurring orders create predictability, and for a brand focused on nutrition consistency, subscriptions align with how pet owners actually shop. After migrating from Ordergroove to Skio, the infrastructure was there. The funnel wasn't converting the way it should. Genevieve Savaiano and Jeremy Dodge brought in Softlimit, a DTC retention and UX agency specializing in subscription growth, to find where subscribers were slipping out and build a fix that started at the source.

The Leak Was at the Top of the Funnel

The problem wasn't where anyone expected to find it.

"I and love and you" had traffic, and the products were selling. Subscribers weren't leaving because the food disappointed them. The breakdown was happening before the subscription relationship started. The product detail page wasn't framing subscription as the default path. Visitors arrived ready to buy but had no signal that subscribing was the smarter choice. Many defaulted to one-time purchases. Others reached checkout without understanding what they'd save by subscribing, and that gap in clarity created pressure across the rest of the funnel.

Cancel Flow and Quick Actions perform best when subscribers arrive with accurate expectations. When the PDP introduces doubt at the start, save flows work harder for worse outcomes. Because retention tools only work on subscribers who've already committed, the fix had to come earlier: conversion at the point of decision.

Fixing the Funnel From the First Click

Softlimit built the solution as a full-funnel system. Ben Lord and Tia Bowens started at the product page and worked down, using Skio's tooling to make each layer reinforce the next.

At the PDP, the subscription widget defaults to the subscribe option, removing the friction of an active choice while keeping control in the subscriber's hands. A compare-at price sits next to the subscription price with a "Subscribe & Save" label, making savings visible at the moment someone is deciding. Across the site, subscription UI elements use the same light purple color, building a visual association that repeat visitors learn to recognize over time.

Skio handled the rest of the funnel. Intent-based Cancel Flows surface save offers matched to why someone is leaving, not generic discounts. Quick Actions give subscribers the ability to skip, delay, or modify before canceling, creating a path to stay that doesn't run through customer service. Simplified subscription management reduced friction throughout the lifecycle, and Skio's tooling let Softlimit test and iterate at every stage without waiting on engineering.

25.6% More Revenue, 8,846 More Orders

PDP gains compounded into channel-level growth.

Add to Cart actions increased 105% and Reached Checkout Sessions climbed 70%. Conversion rate rose 1.8%, confirming the lift reflected intent and not a traffic anomaly. Fewer subscribers arrived with mismatched expectations, which meant save tools downstream had less work to do.

The subscription channel built on that momentum. Monthly revenue doubled within 12 months of launch. Q4 performance ran approximately 100% higher year over year. The first full year delivered roughly 414% revenue growth compared to the launch period, with over 80% of lifetime subscription revenue generated in year one.

The full-year picture: +25.6% YoY revenue growth, +20.7% YoY GMV growth, and 8,846 more orders.

"I and love and you", Softlimit, and Skio are building from this base. Next up: post-cancel winback campaigns, save actions personalized by product and subscriber segment, and subscription flow work aimed at LTV.