Markin + Recurly integration
Subscription lifecycle and involuntary churn signal.
What is a Recurly AI agent?
A Markin and Recurly setup reads subscription lifecycle and billing events to decide how to keep a subscriber: retry, downgrade, pause or leave alone. The decision is executed through billing or the messaging platform that already owns the contact.
Voluntary and involuntary churn need different interventions and are usually reported as one number. Separating them is often worth more than any new model.
What Markin reads
- Subscription state changes
- Dunning and payment recovery outcomes
What Markin writes back
- Retry and save-offer timing decisions
How the connection works
| Pattern | What it means here |
|---|---|
| Read only | Markin reads signal from this system. Nothing is written back and no schema is changed. |
| Triggered event | Markin emits an event that starts or advances a journey. Near-immediate, and the channel keeps its own governance. |
What can you ask Markin to do in Recurly?
- How do I reduce subscription churn in Recurly?
- Is a pause better than a discount for saving a subscriber?
- How do I handle failed payments without annoying good customers?
- How do I measure save-offer effectiveness?
What Markin does in Recurly
- 01Read subscription state, plan changes and billing history.
- 02Read dunning attempts and their outcomes.
- 03Predict which lapses are involuntary and which are intentional.
- 04Choose between retry timing, pause, downgrade and no action.
- 05Cap discount depth by expected value per subscriber.
- 06Trigger the chosen save through your messaging platform.
- 07Hold back a randomised control among at-risk subscribers.
- 08Report retained MRR and discount cost side by side.
Scope of work
The growth work behind Recurly
The list above is what Markin touches in Recurly. A connector is only the surface. Below is the work itself: what an analyst, a lifecycle manager, a data scientist and an experimentation lead would do between them, running continuously against your own data.
Read the estate
Normally a data engineer, once, then never refreshed.
- Flag data quality breaks that would make a decision unsafe.
- Map every customer, account, subscription and plan in the systems you already run.
Find where revenue is leaking
Normally a quarterly analyst deep dive.
- Spot channels and campaigns spending into audiences that would have converted anyway.
- Size every finding in revenue, not in percentage points.
Explain why
Normally a two-week investigation pulled off the roadmap.
- Keep the query trail so an analyst can reproduce every number.
- Run the investigation automatically and return the drivers with their evidence.
Write hypotheses worth funding
Normally a workshop, limited to the ideas in the room.
- Write hypotheses continuously across marketing, product, pricing and technical health.
- Attach the expected revenue effect and the population it applies to.
Decide per customer
Normally segment rules refreshed when someone has time.
- Respect eligibility, consent, locale and channel preference.
- Pick the channel, timing and incentive level, not only the message.
Execute in the tools you already run
Normally a ticket, then a slot in next month's calendar.
- Update audiences, lists and segments without hand-built rules.
- Route offers, retention plays and save flows to the right surface.
Prove it caused the revenue
Normally argued about, rarely measured.
- Report retention, ARPU, margin and contact pressure side by side.
- Detect and discount cannibalisation between competing actions.
Retire, govern and hand over
Normally nobody's job, so nothing is ever switched off.
- Show the whole decision trail when legal, finance or an auditor asks.
- Hand the team a portfolio they can read, question and overrule.
Recurly questions
- How does Markin connect to Recurly?
- Read only, Triggered event. Markin reads signal from this system. Nothing is written back and no schema is changed.
- What does Markin read from Recurly?
- Subscription state changes; Dunning and payment recovery outcomes.
- What does Markin write back into Recurly?
- Retry and save-offer timing decisions
- Do we have to move our data to Markin?
- No. Markin reads from your warehouse, product events and operational systems in place, on your compute, under the access rules your data team already set. Nothing is copied into a separate customer base and there is no vendor-side profile store to migrate off later.
- Does Markin replace our engagement platform or CDP?
- No, and it should not. Your engagement platform keeps the channel, the templates, the deliverability and the governance. Your CDP keeps identity and consent. Markin adds the layer neither has: deciding which action deserves to exist for each customer, and proving it against a holdout.
- What if the system we use is not listed?
- The four activation patterns cover almost everything: attribute write-back, triggered event, decision API and direct surface rendering. Any system that exposes an API, accepts a table, or can read a warehouse column can receive decisions. New connectors are built during deployment, typically in days.