SOLUTION/Find the next ARPU opportunity across your customer base
ARPU moves when you find the right opportunity, not when you push more offers.
Markin discovers where expansion potential actually sits across the base, prioritises it against cost and cannibalisation risk, and turns it into experiments with control groups. An average alone can mislead: ARPU is read together with retention and customer-base health, never on its own.
Tier progress · Gold
3 more sessions this week to unlock a personal reward.
Personal challenge activeBuild the opportunity tree
Live · 1/4What arpu expansion looks like with Markin.
Potential, not averages
Expansion headroom estimated per customer and per cohort, so the number points at an action rather than at a dashboard.
Priced without indiscriminate discounting
Incentive depth is a variable to test. Uplift shows where a discount buys nothing and margin can be recovered.
Cannibalisation aware
Expansion that shifts revenue between products is separated from expansion that adds it, before the programme scales.
Opportunity intelligence
The segments your team should be acting on today.
Markin surfaces live opportunities, scored, sized and priced in ARR, so growth work starts on the accounts that actually move the number.
Single-product households
Adjacent product fit evidenced by behaviour rather than by lookalike segments.
Reach
52.4K accounts
At stake
€1.9M ARR
Capacity-constrained users
Consistent usage above plan limits for 3+ cycles with no prompted upgrade path.
Reach
21.8K accounts
At stake
€1.4M ARR
Legacy pricing cohorts
Long-tenure accounts on discontinued terms, with retention risk modelled alongside.
Reach
14.3K accounts
At stake
€860K ARR
Bundle switchers
Apparent expansion that displaces existing spend rather than adding to it.
Reach
9.1K accounts
At stake
€400K at risk
How it works
Data. Intelligence. Action.
The same three-layer loop that powers every Markin motion, tuned for arpu expansion.
01
Map the ARPU opportunity tree
The base is decomposed into the drivers that can actually move: product holding, usage tier, price realisation, attach rate and retention.
02
Prioritise by expected incremental value
Each branch is sized on reachable customers, expected uplift, margin cost and the risk of cannibalising existing revenue.
03
Run experiments, keep what compounds
Top branches become controlled experiments. Results feed back into the tree, so prioritisation improves each cycle.
1:1 execution
One decision per customer. One message. One moment.
Every row is a live decision Markin ships into your CRM, app or contact center, no segment builders, no rule trees.
Clara F.
Fintech · Single product
“Your deposits fit our Savings tier — here's the rate”
In-app
Post-activity
No discount
Óscar J.
Telco · Over-cap usage
“You've paid overage 3 months running”
Post-cycle
Plan change
Aina P.
Retail · High frequency
“Two more visits to your next loyalty tier”
Push
Post-purchase
Non-monetary
Lukas H.
Streaming · Bundle candidate
“Hold: cannibalisation risk exceeds expected net new revenue”
—
—
None
Measured impact
The numbers arpu expansion teams see with Markin.
+19%
incremental ARPU on tested expansion branches
-24%
incentive depth removed with no loss in conversion
100%
of expansion tests run against control
Reporting ARPU was never the problem. Knowing which part of the base could move it, and by how much, was.
Chief Commercial Officer
European B2C group
Inside the product
ARPU Expansion, running 1:1.
Three concrete decisions Markin ships for arpu expansion, on the surfaces you already run.
Tier progress · Gold
3 more sessions this week to unlock a personal reward.
Personal challenge activeDiscovery
Build the opportunity tree
Decompose ARPU into the drivers that can be moved, and size each one.
Next best offer · scored per user
Cross-sell
Rank offers per account
Uplift ranks candidate offers and picks the one that adds revenue for this customer.
Plan match · per user
Basic
Recommended for this user
€9
Premium
€14
Annual
€119
Upgrade
Match the plan to the usage
Tier moves grounded in the customer's own consumption rather than in a campaign calendar.
FAQ
What is ARPU expansion?
ARPU expansion is the deliberate discovery and prioritisation of opportunities that raise average revenue per user — attach, tier fit, price realisation and retention — rather than the broad pushing of additional offers to the whole base.
How is this different from cross-sell campaigns?
Cross-sell is one execution path. The work here is deciding which expansion opportunity is worth a campaign at all, what it is worth net of margin cost, and whether it adds revenue or merely shifts it.
Can ARPU be a misleading metric?
Yes. An average can rise because low-value customers churned, which is not growth. ARPU is read alongside retention, base size and customer-base health so the number is interpreted correctly.
How do you avoid discounting away the gain?
Incentive depth is treated as a variable to test. Where uplift shows a discount buys no additional conversion, the discount is removed and the margin recovered.
How is cannibalisation handled?
Expansion tests measure net new revenue against control, so revenue displaced from an existing product is separated from revenue genuinely added.
How does this relate to Revenue Discovery?
Revenue Discovery finds and sizes opportunities across the whole base. ARPU Expansion is the applied programme for the subset of those opportunities whose objective is raising revenue per customer.
See arpu expansion run on your data.
A 30-minute demo, the same agents, the same decisions, the same 1:1 execution.