Optimite has been featured in Forbes India presents DGEMS 2025 Select 200
Optimite has been featured in Forbes India presents DGEMS 2025 Select 200
Optimite has been featured in Forbes India presents DGEMS 2025 Select 200Veracity Health
Women's metabolic wellness brand selling clinically studied supplements for hormone health, appetite regulation, and natural GLP-1 support.
Building the retention infrastructure that converts buyers into long-term subscribers — and keeps them there through the months that matter most.
Headline metric
~50%
Reduction in churn rate for new subscriber cohorts vs all-time average
02 · Supporting
14,477
Active subscriptions across the brand at 13 months
03 · Supporting
354K+
Leads entered the rebuilt welcome flow in 12 months
04 · Supporting
59K+
Active subscribers reached through dedicated post-purchase retention flow
Veracity Health is a women's metabolic wellness brand built on the premise that most health problems trace back to one root cause: a metabolic system that's out of sync. Founded by Allie Egan, a certified hormonal health coach who managed her own Hashimoto's diagnosis through functional medicine, the brand approaches wellness as a system problem — not symptom by symptom.
Their hero product, Metabolism Ignite, is a clinically studied natural GLP-1 support supplement sold direct-to-consumer via Shopify with a subscription model powered by Stay.ai. The science behind the product is specific: 61% increase in GLP-1, 85% hunger reduction within 60 days, 150% AMPK activation. The business model depends on subscribers who reach the month-three turning point — where results compound and retention follows.
When Optimite joined the account in April 2025, Veracity had a growing subscriber base and strong brand credibility. The infrastructure to protect that subscriber base was incomplete. The welcome flow, post-purchase sequences, and winback logic weren't working together as a system. New subscribers were entering a lifecycle with gaps in it, and churn was reflecting that.
Veracity's subscriber retention wasn't failing outright. It was leaking. New subscribers were entering a post-purchase experience that mixed welcome messaging, product education, and cross-sell without a clear structure behind it. Flows existed, but they weren't segmented by subscription tier, aligned to the brand's updated messaging, or connected to the churn signals Stay.ai was already tracking.
The all-time churn rate on Metabolism Ignite subscriptions sat at 40.8% — a number that reflected years of sends to a subscriber base without dedicated infrastructure behind it. The highest-LTV customers, according to long-term interview data, weren't primarily motivated by weight loss — they were motivated by appetite control, energy, and getting ahead of metabolic decline. The post-purchase sequence wasn't speaking to any of that.
Post-purchase flows were not segmented by subscriber plan type — 1-month, 3-month, and 6-month subscribers were receiving the same messaging regardless of their journey stage
No dedicated churn prevention infrastructure — no winback flow for cancelled subscribers, no paused subscriber nurture, and no reactivation sequence for one-time purchasers
Messaging framing was weight-loss-led, misaligned with the motivations that actually drive long-term subscription retention among high-LTV customers
We started with the data. Long-term customer interviews, Klaviyo flow performance, StayAI subscription cohort analysis, and campaign engagement by segment — reviewed before anything was changed. The subscriber churn picture that emerged was structural, not cosmetic. The messaging pivot required wasn't just a copy update. It was a reframe of what Veracity's emails were actually for.
Phase one was subscriber infrastructure. Between January and March 2026 we built every retention-critical flow that was missing: a dedicated Post-Purchase MI Subscription sequence for new subscribers, a Subscriber Winback flow integrated with Stay.ai cancellation triggers, a Paused Subscriber nurture sequence, a 90-day Churn Prevention flow anchored to a free nutritionist consultation, and a Churned Subscribers re-engagement campaign engine. The Welcome Flow was rebuilt to position Metabolism Ignite within the brand's updated metabolic health frame and to sequence the subscription conversion offer at the right moment.
Phase two was the messaging alignment. Every flow was rewritten to shift weight loss from the primary hook to a secondary benefit. Appetite control, energy, AMPK activation, and the natural GLP-1 mechanism became the lead angles — consistent with what was actually keeping high-LTV subscribers subscribed. Clinical stats were reintegrated not as marketing claims but as proof points within an educational frame.
We work as Veracity's embedded retention team. Direct Slack. Direct ClickUp. No layers between strategy and execution.
Subscriber acquisition, retention, and reactivation — rebuilt as an integrated system.
Shipped
Shipped
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Thirteen months in, the most telling number isn't the subscriber count. It's the churn rate on the cohorts acquired and nurtured under the new infrastructure. The all-time churn rate on Metabolism Ignite subscriptions is 40.8% — a reflection of years of sends without a dedicated retention system behind them. The BFCM 2025 cohort, the first major acquisition cohort managed entirely within the new segmented post-purchase infrastructure, is churning at 18.4%. The New Year Sale cohort is at 20.2%. Subscribers who enter through the rebuilt lifecycle are staying subscribed at roughly double the historical rate.
Outcome at a glance
Metabolism Ignite now holds 11,500 active subscriptions, representing 79% of all active subscriptions across the brand. The welcome flow is the primary subscriber acquisition engine at scale, processing 354,000+ leads per year. The subscriber retention infrastructure — post-purchase, churn prevention, paused nurture, and winback — is now covering every exit point in the lifecycle. The work continues.
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