WikiSleepRetention & CAC Roadmap · November 2026Stay longer. Cost less.The roadmap.
The product already keeps people. The work now is the system around it.
Here’s where we are, the strategies we’re putting in place to keep subscribers longer and bring acquisition costs down, and what we expect them to deliver.
22% of paid subscribers open the app daily, against a category norm of about 4%
Monthly churn on iOS, where about 90% of subscribers are. Android sits higher at 11.9%
Blended CAC, down from about $110 six weeks ago
Give people more reasons to stay.
Subscribers who settle into a nightly habit rarely leave. Each of these gets more of them there, sooner, and keeps reminding them why it works.
A rebuilt onboarding that gets people to a story faster, then a light day 1, 3 and 5 sequence that builds the habit during the seven-night trial.
Expect: more trials converting and fewer early cancellations
Tag every episode by theme, tone and pace, map listeners to a few personas and recommend what each person is likely to love.
Expect: more listening per subscriber and less drop-off
Apple Health integration shows subscribers their sleep improving, with simple scores and milestones.
Expect: a personal, visible reason to keep paying
Duolingo-style touch points (new episodes, bedtime reminders, streaks) and a steadier release of ambient, theta-wave and WikiSleep for Kids content.
Expect: more nights in the app and a new family cohort
Bring Android up to the curated iOS experience, which is the main difference between the two platforms today.
Expect: Android churn moving toward iOS levels
Behaviour-based win-back offers are live. Next come a pause option and a stronger push toward annual plans.
Expect: more cancellations reversed and longer commitments
Spend on what’s proven. Add cheaper channels.
Paid acquisition is already getting more efficient. The next step is a channel mix where ads are only part of the picture.
- 1
Test Before We Spend
Reels are tested organically first. Only creative that has already earned engagement goes into paid campaigns.
Expect: less budget wasted on ads that don’t land
- 2
Keep Optimizing Paid
Our performance-based paid lead keeps refining targeting and creative across Meta and Apple Search Ads, focused on the US and Canada.
Expect: paid CAC continuing to fall
- 3
Grow Partner Channels
Hotels, enterprise and wellness partners put WikiSleep in front of people at very low cost. About 500 people are in partner trials now.
Expect: blended CAC dropping as partners scale
- 4
Let Listeners Bring Listeners
A simple share-a-free-week referral, built for an audience this engaged.
Expect: a near-zero-cost source of new subscribers
- 5
Convert More of Every Click
Onboarding and paywall experiments mean more subscribers from the same ad spend.
Expect: lower effective CAC without spending more
- 6
Price to Value
We sit well below Calm and BetterSleep. We’ll test a few dollars more per month through separate campaigns.
Expect: higher LTV if conversion holds
What happens when.
Quick wins we can test now come first. They shape the personalization work, which sets up the wider sleep ecosystem.
- Win-back offers
- Onboarding rebuild
- First-week sequence
- Pricing tests
- Creative testing into paid
- Hotel & partner channels
- Android update
- Episode taxonomy & personas
- Personalized recommendations
- Engagement notifications
- Annual plan push
- Referrals
- Apple Health sleep progress
- WikiSleep for Kids
- More ambient & theta audio
- Enterprise partnerships
- Family plan
Below 9%. Then 7%.
Monthly churn is the number we steer by, with acquisition costs falling alongside it.
- Longer
Subscribers Stay
Blended churn below 9%, moving toward the ~7% wellness benchmark, with Android in line with iOS.
- Cheaper
Every New Subscriber
Blended CAC keeps falling as partner channels and referrals grow alongside paid.
- 3:1
LTV to CAC
Longer lifetimes and better pricing on one side, lower acquisition cost on the other.
The full numbers are in the accompanying forecast report.
WikiSleep