SaaS and subscription companies were losing 20-30% of their monthly recurring revenue to failed payments—a massive problem causing involuntary churn. Existing dunning solutions required significant upfront fees, making the ROI unclear and adoption difficult for many companies. At the time, credit card dunning was either non-existent or managed through basic payment gateways like Stripe, but these solutions barely moved the needle on recovery rates. I saw an opportunity to solve this widespread problem with a fundamentally different, risk-free business model.
I led the product launch by building a demo environment and creating a compelling pitch deck that emphasized our zero upfront cost model. To remove any remaining hesitation, we offered customers a money-back guarantee. Once we validated the offering with early adopters, I scaled our outbound sales motion, coordinating with Brittni and John to handle different customer segments effectively. We worked closely with key early stakeholders including Neel, Patrick Campbell, Eric Yu, Facundo Chamut, and Michael Cox to refine the product and go-to-market approach.
Over the course of two years, we signed up hundreds of customers and generated roughly $5 million in annual recurring revenue. The risk-free model proved to be a game-changer, allowing subscription companies to recover significant revenue from failed payments without the barrier of upfront investment.
