I Burned $720K Learning What Kills SaaS Retention—And What Customers Actually Want

I help B2B SaaS founders reduce churn AND build products customers will use. Stop guessing. Start shipping features that drive retention.

Former fintech SaaS founder who signed $1M in customer demand but landed at $280K due to 80% churn. I learned the expensive way: retention isn't just about UX—it's about building what users actually need using Jobs-to-be-Done.

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You're Building the Wrong Things (And Bleeding Customers)

❌

High Churn, No Answers

You're losing 30-40% of customers annually. You've tried fixes, but nothing sticks because you don't know the real problem.

🎯

Building Features Nobody Uses

Your roadmap is full of 'customer requests' that don't move retention. Meanwhile, the core jobs users hired your product for go unsolved.

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Wasted Development Resources

You're spending months building features based on what users SAY they want, not what they actually NEED. Your team is busy but retention isn't improving.

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Running Out of Runway

Investors want growth, but you can't scale when you're building the wrong things and bleeding customers faster than you acquire them.

I've Been Exactly Where You Are

$1M Potential ARR Signed We proved the market wanted our product
$280K Actual ARR Achieved 80% churn killed our growth
$720K Cost of the Lesson Lost revenue from retention mistakes
100+ User Interviews To understand what went wrong

I built Pulse360, a fintech SaaS for financial advisors. We were first-to-market with AI-powered meeting documentation. The market validated we were onto something—we signed customers representing $1M ARR. But we made two critical mistakes: (1) we prioritized innovation over UX simplicity, and (2) we built features users SAID they wanted instead of solving the jobs they actually needed done. Our complex workflows and misaligned features caused 80% churn over 5 years. That $720K lesson taught me exactly what kills retention—and how to use Jobs-to-be-Done to build products customers actually use. Now I help other founders avoid making the same expensive mistakes.

What Changes When You Build the Right Things

Bleeding 40% of customers annually
→
Churn reduced to 15-20% within 6 months
Building features based on requests
→
Roadmap prioritized by Jobs-to-be-Done
Users say they love it but don't use it
→
Features designed for daily workflow integration
Guessing what to build next
→
Data-driven understanding of user needs

Choose Your Engagement

From quick diagnosis to hands-on transformation

Quick Win

Product Direction Sprint

$2,500
1 week

Discover what's killing retention and what to build next

  • 5-7 user interviews (churned & active customers)
  • Analysis of your existing usage data and churn patterns
  • Jobs-to-be-Done assessment of your core product
  • Identification of top 3 problems killing retention
  • Clear recommendations: what to fix vs. what to build
  • 30-minute debrief call with findings
Book Discovery Call

Perfect for validating your current roadmap direction

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Deep Engagement

Retention & Roadmap Turnaround

$25,000
8-12 weeks

Complete transformation: fix retention AND build what customers need

  • Everything in Product Direction Sprint
  • 30+ user research sessions using Jobs-to-be-Done interviews
  • Full UX friction audit with redesign recommendations
  • Feature prioritization framework based on retention impact
  • Analytics setup to track the metrics that matter
  • Product roadmap aligned with actual user jobs
  • Bi-weekly coaching sessions with founding team
  • 30 days post-engagement support
Book Discovery Call

For founders ready to systematically fix retention and roadmap

Ongoing Partnership

Fractional CPO

$10,000/mo
3-6 months

Embedded product leadership

  • 2 days per week dedicated to your company
  • Attend standups, planning, and customer calls
  • Implement Jobs-to-be-Done research framework
  • Build sustainable user research systems
  • Coach your product team on prioritization
  • Review all major product decisions before shipping
  • Direct Slack access for questions
  • Monthly board-ready metrics reports
Book Discovery Call

Cancel anytime with 30 days notice

How We'll Work Together

1

Discovery Call

15-minute call to understand your situation. I'll share 2-3 quick observations about what might be killing retention or misaligned in your roadmap.

2

Deep Dive: Jobs & Friction

Jobs-to-be-Done interviews to understand what users actually hired your product for, plus UX friction audit to see where they get stuck.

3

Clear Action Plan

Prioritized roadmap of what to fix first AND what to build next. No vague frameworks—specific, actionable recommendations based on retention impact.

4

Implementation Support

Ongoing coaching as you implement. I'll help your team execute on the right priorities and avoid building the wrong things.

What Makes This Different

🎯

Jobs-to-be-Done + Retention Expertise

I don't just identify UX problems. I help you understand what jobs users hired your product for—so you build features they'll actually use.

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ROI-Focused

If reducing churn from 40% to 20% saves you $200K in LTV, my $25K engagement pays for itself. Plus you stop wasting dev time on wrong features.

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User Research at Scale

100+ user interviews taught me the questions that reveal real problems vs. feature wishlists. I know how to dig past surface requests.

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Fast Insights

1-week sprint delivers clear direction for $2,500. Know what's wrong and what to build next before you waste months on the wrong features.

🎨

UX + Product Strategy

I bridge retention (fixing what's broken) and roadmap (building what users need). Most consultants only do one.

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Founder-to-Founder

I've made the mistakes, burned the money, watched competitors win with simpler products. I speak your language and know your trade-offs.

This is For You If:

  • You're a seed or Series A B2B SaaS founder (especially fintech)
  • You have demand but customers aren't sticking (>20% annual churn)
  • You're building features but retention isn't improving
  • You suspect your roadmap is misaligned with what users actually need
  • You want to learn from someone who's made (and fixed) these mistakes
  • You're ready to use Jobs-to-be-Done to guide product decisions

This is NOT For You If:

  • You don't have product-market fit yet (get some customers first)
  • You're not willing to kill features or change direction based on user research
  • You need someone to just validate what you already believe
  • You don't have budget for implementation after diagnosis

Common Questions

How do I know you can help my specific situation?
Fair question. Start with the 1-week Product Direction Sprint for $2,500. I'll do 5-7 user interviews and analyze your data to identify what's killing retention and what you should build next. If I can't find anything meaningful, I'll refund 100%. But I've never seen a company with >20% churn that didn't have obvious issues once you dig into the actual user jobs.
What's Jobs-to-be-Done and why does it matter?
JTBD is a framework for understanding WHY users hire your product—what job are they trying to get done? Most founders build features based on what users SAY they want. JTBD reveals what users actually NEED. I use this to help you stop building 'nice-to-haves' and start solving the core jobs that drive retention.
We already have a product team. Why do we need you?
I work alongside your team to provide an outside perspective and teach them Jobs-to-be-Done research. Think of me as the person who's already made the mistakes your team is about to make. I've burned $720K learning what kills retention and what customers actually need—that's cheaper than learning it yourself.
Can't we just hire a product manager?
You could, but that's $150K-200K/year plus 3-6 months to ramp up. My 1-week sprint costs $2,500 and gives you immediate clarity. My 12-week turnaround costs $25K—less than 2 months of a PM salary. You get years of experience for a fraction of the cost.
What if we're in a different industry than fintech?
Jobs-to-be-Done, user research, and retention principles apply across all B2B SaaS. My fintech expertise is a bonus when relevant, but the playbook for building products customers want is universal.
How long until we see results?
You'll have clear direction within 1 week (Product Direction Sprint) or 2 weeks (Turnaround kickoff). Implementation takes 4-12 weeks depending on complexity. Most clients see measurable churn reduction within 60-90 days of implementing the right fixes and features.

Stop Building Features Nobody Uses

Start fixing retention and building products customers actually need

I only take 3 new clients per quarter to ensure quality delivery.

Book Your Free 15-Min Audit
No pressure sales call
I'll share 2-3 quick wins even if we don't work together
100% money-back guarantee if I can't find clear problems

Book Your Free 15-Minute Product Audit

I'll review your product and share 2-3 insights about retention and roadmap—no strings attached

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