Reforge logo

How Reforge's Cancellation Flow Collects Business-Specific Churn Data Without Retention Tricks

B2B professional education platform · SaaS / Education / Community · 6-step cancellation flow

Reforge runs a refreshingly straightforward cancellation flow. No personalized usage data, no price anchoring, no pause offers. Just a required exit survey with reasons tailored to their unique business model (company reimbursement, live courses, team plans), an open feedback form, and a clean reactivation path. For a $1,000/year product, the simplicity is the strategy.

Commitment & ConsistencyLoss AversionChoice ArchitectureReactivation Loop

Questions Asked

Two rounds. First a required exit survey with 7 radio options specific to Reforge's business model: can't get company reimbursement, can't afford personally, not valuable enough, don't want auto-renew, too busy for live courses, moving to team plan, and other. Then a post-cancel open text field: "What could we do better?" The required tag on the survey means they get a data point from every single cancellation.

Retention Offers

None. Zero discounts, zero free months, zero pause options. The only thing between you and the cancel button is the exit survey and a confirmation modal. Reforge doesn't try to buy your retention. The closest thing to a retention offer is the plan comparison page that shows you what you'd lose (Reforge AI, 1,100+ Artifacts, 450+ Guides, 35+ courses, Events, Slack community).

Overall Pattern

6 screens but most of them are clean navigation pages, not retention walls. Account page, manage plan with visible cancel button, required exit survey, open feedback form, confirmation modal, and post-cancel state with a "Restart Subscription" button. The whole thing takes about 60 seconds.

Step-by-Step: What Happens When You Cancel Reforge

Reforge My Account page showing Individual Plan subscription details and Manage Subscription button
Step 1 of 6

Reforge My Account: The Starting Point with Clear Subscription Info

The account page is clean. Three tabs: Overview, Billing, Course History. Under Subscription: "You are on the Individual Plan, which will renew on October 13, 2024." A black "Manage Subscription" button. Below that, a Slack integration card showing the user has been connected since Oct 13, 2023. The layout tells you your plan, your renewal date, and where to go. No tricks, no hidden menus.

What it showsIndividual Plan with renewal date (October 13, 2024). Black "Manage Subscription" button. Slack integration (connected Oct 13, 2023). View Public Profile and Edit buttons.
Principles
Choice Architecture
Why it worksThe Manage Subscription button is prominent and clearly labeled. Unlike Canva which hides cancel in a three-dot overflow menu, Reforge gives you a direct path. The Slack integration visible on the same page is a subtle reminder of community connection, but it's not positioned as a retention tactic. It's just your account info.
Reforge Manage Plan page with Cancel Subscription button and four plan comparison cards
Step 2 of 6

Manage Plan: Cancel Button is Easy to Find, Plan Comparison in View

The Manage Plan page. "Your plan will renew into the Individual plan on October 13, 2024. Learn more about new pricing and packaging here." A bordered "Cancel Subscription" button sits right below that text. Then four plan cards: Individual ($1,000/year), Starter ($5,995/year for 10 members), Scale ($14,995/year for 30 members), Enterprise (custom). Your current plan is marked with a "Your current plan" badge. The Individual plan lists: Reforge AI, 1,100+ Artifacts, 450+ Guides, 35+ On-demand courses, Events, Slack community.

What it showsCancel Subscription button (bordered, easy to find). Four plan cards with pricing and features. Individual plan highlighted as current. Upgrade options to Starter, Scale, and Enterprise with "Change to" buttons.
Principles
Loss AversionChoice Architecture
Why it worksThe cancel button is right there, no hunting required. But the plan comparison cards below create passive loss aversion. You can see exactly what you get: 1,100+ Artifacts, 450+ Guides, 35+ courses. The numbers are big and specific. And the upgrade options remind you that other people are getting even more value from Reforge. The "Change to starter" and "Change to scale" buttons suggest expansion, not just retention.
Reforge cancellation modal with required exit survey showing 7 radio options including company reimbursement and personal affordability
Step 3 of 6

Reforge's Required Exit Survey: 7 Business-Specific Cancellation Reasons

"Are you sure you want to cancel?" with a loss aversion note: "If you cancel, you will lose Reforge access on October 13th, 2024." Then the survey, marked *required. 7 radio options: I don't want to be automatically charged, Reforge isn't as valuable as I expected, I can't get reimbursed by my company, I can no longer afford to pay personally, I'm too busy to take a live course in the near term, I'm moving to a team plan, and Other. Two buttons: "Keep Subscription" (white) and "Continue With Cancelation" (black).

Questions asked7 required radio options: auto-charge concern, value not met, can't get company reimbursement, can't afford personally, too busy for live courses, moving to team plan, and other. The survey is required, you can't skip it.
Principles
Commitment & ConsistencyLoss Aversion
Why it worksThese survey options are specific to Reforge's business model and that's what makes them smart. "I can't get reimbursed by my company" tells them the user wants to stay but has a payment problem. "I'm moving to a team plan" is actually an upsell signal, not churn. "I'm too busy for live courses" tells them the user might return when their schedule opens up. Each reason gives Reforge an actionable signal about what to do next with that user. Making it required means they never miss the data point.
Reforge post-cancel feedback form asking what could we do better with open text field
Step 4 of 6

"What Could We Do Better?": Open Feedback in the User's Own Words

After you click cancel, before the confirmation, a second modal: "What could we do better? Your feedback is important to us, and it will help us shape Reforge." A large open text area with a black submit button. This is optional but well-positioned. You just made a decision and now someone is asking for your honest take. The phrasing "shape Reforge" implies your feedback has real influence.

Questions askedOpen text field: "What could we do better?" with supporting copy: "Your feedback is important to us, and it will help us shape Reforge." Optional submission, skippable.
Why it worksThe timing is right. After the structured exit survey (which forces you into a category), the open field lets you say what you actually mean. The question is "What could we do better?" not "Why are you leaving?" That framing is future-oriented and makes you feel like your input could change things. For a $1,000/year product, this qualitative feedback is worth its weight in gold because each churned user represents significant revenue.
Reforge subscription canceled confirmation modal showing access until October 13th 2024
Step 5 of 6

Cancellation Confirmed: Access Until Expiry with Reactivation Path

Clean confirmation modal. Green checkmark icon. "Your subscription has been canceled. You will have access to Reforge content until your subscription expires on October 13th, 2024. You can reactivate your subscription at any time from your Account page." A teal "Done" button. No guilt, no "we're sad to see you go," no last-minute offers. Just the facts and a path back.

What it showsGreen checkmark, cancellation confirmation, access continues until Oct 13 2024, reactivation available from Account page. Teal "Done" button.
Why it worksThe clean confirmation builds trust. When a $1,000/year product lets you go without guilt-tripping, you remember that. The mention of reactivation from the Account page plants the seed for return without being pushy. The green checkmark is a nice touch because it frames cancellation as a completed action rather than a loss, which reduces post-decision regret.
Reforge post-cancellation manage plan page showing Restart Subscription button and plan comparison cards
Step 6 of 6

Post-Cancel State: "Restart Subscription" Button with Full Plan Comparison

Back on the Manage Plan page but now the state has changed. "Your subscription is set to expire on October [date]... select a new plan below to maintain access to Reforge. Learn more about new pricing and packaging here." A teal "Restart Subscription" button. Below, the same four plan cards are visible. The page doubles as both a reactivation touchpoint and a plan change opportunity. If you come back to check something before your access expires, the restart button is right there.

What it showsTeal "Restart Subscription" button. Expiry date and note about selecting a new plan. Same four plan cards (Individual, Starter, Scale, Enterprise) with features and pricing visible.
Principles
Reactivation Loop
Why it worksSimilar to MKT1's renew button and Canva's "Stay on" state, but Reforge adds the plan comparison cards. So if the reason you canceled was price or team size, the page shows you alternatives. "Restart Subscription" implies continuity (you're picking up where you left off) rather than starting fresh. And because Reforge users often come back to reference artifacts and guides during their remaining access period, they'll see this button repeatedly.

Retention Tactics and Psychology in Reforge's Cancel Flow

?What Questions Does Reforge Ask When You Cancel?

  • 7 required radio options tailored to Reforge's specific business model. The reasons aren't generic SaaS reasons, they map to real scenarios Reforge users face
  • "I can't get reimbursed by my company" is a revenue recovery signal. This user wants to stay but needs a different payment path. Reforge could follow up with a corporate billing option or L&D contact
  • "I'm moving to a team plan" is an upsell signal disguised as churn. The user isn't leaving, they're upgrading. Reforge should fast-track them to the team sales process
  • "I'm too busy to take a live course" tells Reforge this user might return. They value the product but the timing is wrong. This is a win-back email campaign waiting to happen
  • The open text field ("What could we do better?") captures the nuance that radio buttons miss. For a $1,000/year product, even a few sentences from a churning user are extremely valuable qualitative data
  • Making the exit survey required is a strong choice. Most products make it optional and get 20-30% response rates. Reforge gets 100%

$What Retention Offers Does Reforge Give You?

  • None. Zero discounts, zero free months, zero pause options, zero "we'll throw in an extra month." This is unusual for a $1,000/year product
  • The only implicit retention mechanism is the plan comparison page. Seeing 1,100+ Artifacts, 450+ Guides, and 35+ courses listed out is a reminder of value, but it's not framed as a save offer
  • No downgrade option either. There's no "Reforge Lite" or reduced-price tier. You're either in at $1,000/year or you're out
  • The post-cancel "Restart Subscription" button and plan cards are the closest thing to an offer. They make it easy to come back at any price tier including team plans
  • This strategy makes sense for Reforge's audience. Growth professionals at $1,000/year are deliberate buyers. A $5 discount isn't going to change their mind. If someone at this price point is leaving, the reason is structural (budget, timing, value) and a coupon won't fix that

🧠Psychological Principles Behind Reforge's Cancellation Strategy

Commitment & Consistency

The required exit survey forces you to commit to a reason. Once you've selected "I can't get reimbursed by my company," you've acknowledged that the problem isn't Reforge, it's your employer's L&D policy. That framing can sometimes make people rethink the cancellation. "Maybe I should push harder for reimbursement" is a real response to seeing that option.

Loss Aversion

Passive, not aggressive. The plan comparison page lists specific numbers: 1,100+ Artifacts, 450+ Guides, 35+ courses, Events, Slack community. These are visible while you're making the decision but Reforge doesn't shove them in your face. No "you'll lose all this!" banners. The information is there if you want to consider it.

Choice Architecture

The cancel button is easy to find. No three-dot menus, no buried links. This is a deliberate choice that builds trust. For a high-ticket B2B product, making cancellation hard would damage the brand more than it would save subscriptions. The plan cards showing upgrade paths (Starter, Scale, Enterprise) also reframe the decision from "stay or go" to "which plan fits best."

Reactivation Loop

The post-cancel state keeps the door open. "Restart Subscription" button, plan comparison cards, and access until expiry date all work together. Reforge users who cancel often come back to reference content during their remaining access. Every visit to check an artifact or guide puts the restart button in front of them.

Frequently Asked Questions About Canceling Reforge

Go to My Account, click "Manage Subscription," then click "Cancel Subscription" on the Manage Plan page. You'll need to complete a required exit survey with your reason for canceling, then optionally provide open feedback. After confirmation, your access continues until your subscription expiry date.

No. Reforge doesn't offer any discounts, free months, or pause options during the cancellation flow. There are no retention offers. The only thing between you and cancellation is a required exit survey and an optional feedback form.

A required survey with 7 options: don't want auto-charge, not as valuable as expected, can't get company reimbursement, can't afford personally, too busy for live courses, moving to a team plan, and other. Then an optional open text field asking "What could we do better?"

No. Reforge doesn't offer a pause option. You either maintain your subscription or cancel it. After canceling, you retain access until your current billing period ends and can restart anytime from your Account page.

The Individual plan is $1,000/year plus sales tax. Team plans start at $5,995/year (Starter, up to 10 members) and go up to $14,995/year (Scale, up to 30 members). Enterprise plans have custom pricing.

Yes. After canceling, a "Restart Subscription" button appears on the Manage Plan page alongside all four plan options (Individual, Starter, Scale, Enterprise). You can restart at any time, including upgrading to a different plan.

More Cancellation Flow Analyses

Supademo cancellation flow
Supademo logo

Supademo

Interactive demo platform · 3 pasos

A step-by-step breakdown of the retention tactics, discount offers, and behavioral psychology behind Supademo's 3-screen cancellation process.

AnchoringCommitment & Consistency+3
MKT1 Newsletter cancellation flow
MKT1 Newsletter logo

MKT1 Newsletter

Paid B2B marketing newsletter · 4 pasos

MKT1 runs on Substack, so the cancellation flow is platform-level. But there are smart choices in how pause, free month offers, and exit surveys are layered to keep paying subscribers around. Plus a clever post-cancellation detail most newsletters miss.

Choice ArchitectureCommitment & Consistency+3
Amie cancellation flow
Amie logo

Amie

AI calendar and meeting notes app · 3 pasos

Most apps guilt-trip you when you cancel. Amie does something different. They tell you why they killed the free plan, show your personal usage data, highlight what's new, and offer a downgrade path. The whole thing feels more like a product update than a retention wall.

Narrative TransportationLoss Aversion+3
Canva cancellation flow
Canva logo

Canva

Design platform · 7 pasos

Canva runs one of the longest cancellation flows we've documented. 7 screens, personalized feature usage counts, a grandfathered pricing reveal, a pause offer, and a post-cancel feedback form. Every screen adds a new reason to stay.

Loss AversionAnchoring+3
Typeform cancellation flow
Typeform logo

Typeform

Form builder and survey platform · 8 pasos

Typeform does something no other product in this series does: they use their own product as the exit survey. A 3-question Typeform embedded in the cancellation flow that asks directly about competitors. Are you switching tools? Which ones? Why? It's a 4-step wizard with a progress bar, plan comparison, feature loss review, and a required survey that feeds their product strategy.

Choice ArchitectureLoss Aversion+3
View All Case Studies→