Members rarely cancel. They simply stop arriving.

Active members lost to silent lapse · trailing 12 mo

68 %

+9 pts vs. prior year

Where churn actually begins

12%

Cancel

20%

Pause

68%

Fade

Source: Internal cohort analysis · Q4 2024

Silen · 11

This is the SANAA White Lightness design system, applied by Curio Design — a design-style library for AI agents. Full SANAA White Lightness guide → designbycurio.com/learn/sanaa-sejima-white