---
title: Markin + Recurly
url: https://markin.ai/integrations/recurly
category: Commerce, billing and subscriptions
description: Connect Markin to Recurly: read subscription state and dunning outcomes to target voluntary and involuntary churn separately.
---

# Markin + Recurly

> Subscription lifecycle and involuntary churn signal.

**Job:** Choose retry, pause or downgrade before a subscription lapses.

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 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

- Read subscription state, plan changes and billing history.
- Read dunning attempts and their outcomes.
- Predict which lapses are involuntary and which are intentional.
- Choose between retry timing, pause, downgrade and no action.
- Cap discount depth by expected value per subscriber.
- Trigger the chosen save through your messaging platform.
- Hold back a randomised control among at-risk subscribers.
- Report retained MRR and discount cost side by side.

## The growth work behind Recurly

### Read the estate

- 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

- Spot channels and campaigns spending into audiences that would have converted anyway.
- Size every finding in revenue, not in percentage points.

### Explain why

- 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

- Write hypotheses continuously across marketing, product, pricing and technical health.
- Attach the expected revenue effect and the population it applies to.

### Decide per customer

- 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

- 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

- Report retention, ARPU, margin and contact pressure side by side.
- Detect and discount cannibalisation between competing actions.

### Retire, govern and hand over

- Show the whole decision trail when legal, finance or an auditor asks.
- Hand the team a portfolio they can read, question and overrule.

Full catalogue: [Everything a growth team does, running every day.](https://markin.ai/growth-work)

## Activation patterns

- **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 Markin reads from Recurly

- Subscription state changes
- Dunning and payment recovery outcomes

## What Markin writes back

- Retry and save-offer timing decisions

## Used together with

- [stripe](https://markin.ai/integrations/stripe)
- [braze](https://markin.ai/integrations/braze)
- [zendesk](https://markin.ai/integrations/zendesk)
- [snowflake](https://markin.ai/integrations/snowflake)
- [twilio](https://markin.ai/integrations/twilio)
- [segment](https://markin.ai/integrations/segment)

## Related

- [Solution: churn-prevention](https://markin.ai/solutions/churn-prevention)

## FAQ

**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.

Source: https://markin.ai/integrations/recurly