Fuzzball increases subscriber lifetime value by 90% with Recharge’s AI-powered retention suite
About
Fuzzball is a UK-based cat food subscription brand on a mission to provide proper food for all catkind. Founded by five friends with curiosity, humour, and a shared love of cats, the brand quickly became known for its playful personality and high standards.
A Fuzzball cat being held by her owner
What began as an idea in a London park has grown into a thriving subscription business celebrated across the UK. In 2025, Fuzzball was named one of the winners of Recharge’s the Tomorrow Brand Challenge—a competition recognizing brands with an innovative approach to scaling subscriptions and customer loyalty.
“The data from cancellation surveys and AI-suggested remedies let us act strategically. We could finally focus on what would really move the needle.”
Eli Wachsmann
co-founder of Fuzzball
Challenge
The Fuzzball team knew subscriptions were the natural fit for their product. After all, cats eat multiple times a day, and running out of food is top of mind for every owner. But their early site wasn’t built for scale. Customers struggled to adjust flavors or delivery frequency, and every change required manual work behind the scenes.
The limitations became clear as the business grew. Their quirky, cat-inspired website delighted visitors, but made managing subscriptions difficult. To reach the next stage of growth, they needed to rebuild the experience around flexibility and ease.
At the same time, retention was becoming a major hurdle. Churn between trial and first full box hovered around 70%, a tough, but common rate for pet food brands. Fuzzball wanted to understand why customers left and how to turn that insight into long-term growth.
Cat staring at a plate of Fuzzball cat food
Solution
Fuzzball rebuilt their site from the ground up and upgraded to Recharge Pro. The move unlocked dynamic bundles, Win Backs and AI-driven Cancellation Prevention giving customers more flexibility and providing the team with better insight into performance.
The impact was immediate. A/B testing allowed Fuzzball to refine its onboarding and product recommendations to optimize the subscriber experience. And one-click reactivation pages and automated Win Back flows outperformed their previous campaigns by more than 65%. These streamlined experiences kept their most loyal subscribers engaged and made rejoining easy for those who had paused or cancelled.
When the team later adopted Retain, they took their retention strategy to the next level. The data from cancellation surveys revealed clear behavioral trends, allowing the team to segment customers more intelligently and respond with the right incentives.
Customers who simply had too much food were offered delay options, while long-term subscribers received loyalty rewards and gifts that felt personal and well-timed. Using Retain’s Rewards feature to surprise customers with small, early gifts, made it clear that even modest gestures had a disproportionate impact on loyalty and engagement.
With Recharge Pro and Retain working in tandem, Fuzzball reshaped both its technology and customer experience. The new setup offered flexibility on the front end and powerful insights on the back end, allowing the brand to align every decision with what customers wanted most.
Results
Fuzzball’s shift from acquisition-first to retention-focused growth paid off quickly. Trial-to-box-one retention improved by more than 50%, while average customer lifetime value grew by 90%. The team recovered 59% more cancellations with targeted offers and reduced involuntary churn through optimized payment recovery.
Beyond the numbers, Fuzzball found that subscription simplicity built brand love. With Recharge powering experience, customers could manage their subscriptions effortlessly and stay loyal for longer.
“Recharge has been a gamechanger for us. It’s given us the tools to keep improving retention, but just as importantly, the insights to make smarter decisions across our entire customer journey.”
Eli Wachsmann
co-founder of Fuzzball
