I noticed that upon ending the subscription to premium it just ended. There was no prompt or offer designed to keep the user. Neo might be able to improve retention if it tried to keep users that want to unsubscribe the way other companies do. Try unsubscribing from many other services and companies will offer you to keep the subscription for a lower price or offer a short trial to see if the user will change their mind etc. Companies will also ask why the user wants to unsubscribe and offer a customized journey based on user response. Without asking why users unsubscribe, Neo wouldn’t know the actual reason (e.g. too expensive, low value, not relevant, benefits not clear etc).
Similarly, trials can be offered to try perks for a limited time, Duolingo-style.
