Illustrative scenario. Numbers and outcomes here reflect realistic patterns for this industry, not a specific customer engagement. We’ll publish named, attributed case studies once early customers have given us permission.
SaaS & Subscriptions · case study
Dunning failures recovered as reactivated subscriptions
Mid-stage Australian B2B SaaS platform, ARR around $3.4M, payments via Stripe.
Challenge
Stripe dunning was bleeding ~3.5% of MRR per month into involuntary churn. Most failures were card-on-file expiries or insufficient-funds events —€” not customers wanting to cancel. The CS team didn’t have bandwidth to chase manually, and traditional debt-collection didn’t understand SaaS economics or attempt reactivation.
Approach
Adeva Pro integrated with the SaaS platform’s billing API. Failed-payment events triggered a sub-aware recovery flow: branded debtor portal for the customer to settle the arrears, with a one-click prompt to update card-on-file. Successful settlement called back into the billing system to reactivate the subscription automatically.
Result
Approximately 41% of dunning-failed customers recovered the arrears AND reactivated their subscription within 14 days. Recovered MRR — not just recovered dollars — added meaningfully to retention metrics. Involuntary-churn-driven CAC payback period improved by approximately 11%.
Key takeaways
- Recovery flow doubled as a reactivation flow.
- API integration removed all manual reconciliation.
- Sub-savvy messaging preserved customer relationships through the recovery.
- Materially below standard B2B-collections commission rates.
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