Flexible payment options, including policies designed to make leaving subscriptions easier, are proving more effective at keeping customers loyal, according to research released by Chargebee, the billing and monetisation platform.

In a survey of more than 1,400 UK and US customers, 82% of subscription retail users said they were more likely to subscribe when cancellation is easy, 78% wanted options to pause or swap, and 70% were open to usage-based pricing models.

Meanwhile, 58% had chosen to pause a subscription instead of cancelling when given the option, which Chargebee says shows that flexibility and control can drive longer-term loyalty.

“The subscription economy has matured, and consumers have raised the bar when it comes to how they want to pay,” said Guy Marion, CMO of Chargebee. “They want flexibility without friction, pricing that feels fair, and the option to leave without punishment. What this research makes clear is that when companies empower customers with transparency and control, they don’t lose them faster. They actually keep them longer.”

The data shows consumers are scrutinising the value of subscriptions more closely. While 90% noticed a price increase in subscriptions last year, only 58% felt it was justified – highlighting the need for clear communication of value alongside price.

Although 85% of consumers already pay for at least one digital subscription or loyalty programme, nearly half (44%) reported that subscriptions take a significant or moderate toll on their budget. Streaming remains the most popular subscription model (82%), ahead of retail loyalty schemes (56%) and online shopping memberships (55%).