A customer health score for SaaS: catch churn before they cancel

By the time a cancellation email arrives, the decision was made weeks ago. The signs were there: they stopped logging in, a payment failed, someone opened the cancel page. The problem for a small team is that these signs live in different tools, and one sign on its own is often noise.

Signals worth watching:

• Payment trouble: a failed charge, or a subscription set to cancel. This is the clearest signal, and often the easiest to fix. Card details expire.
• Usage going quiet: no meaningful activity for two weeks or more, on an account that used to be active.
• Intent to leave: a visit to the cancel or downgrade page.

Don't act on a single weak signal. A cancel-page visit might be someone checking the terms. Combine it with a second sign before you treat an account as at risk. Then reach out like a person: ask what's changed, offer help or a better-fitting plan, and never guilt them.

How AO does it: with Stripe (read-only) and PostHog (read-only) connected, Revenue › Customers shows each paying account's health. An account is marked At risk when Stripe shows a failed or cancelling payment. A cancel-page visit counts only when a second signal backs it: no use for 14 days or more, or that payment trouble. A payment problem also shows in your Queue, next to everything else waiting on you. Open the account to see its journey timeline, ask AO what's changed, and approve a note it drafts in your voice, sent from your own mailbox.