The Silent Revenue Leak: What Legiit Discovered When It Finally Looked at Involuntary Churn
Type: case-study
Stage: Stage 5: Payment Proof
Difficulty: advanced
Chris Walker, founder of Legiit, assumed failed payments were edge cases handled automatically. In reality, failed payments accounted for nearly 30% of what he'd been tracking as normal churn. In 2022, a single quarter saw a 12% drop in MRR — over $12k in lost monthly revenue — from silent card declines, not customer decisions. After implementing dunning through Baremetrics Recover, Walker recovered 62% of previously lost revenue within 90 days.