How WeNatal added $100K from existing subscribers at zero CAC

TL;DR

• WeNatal is a mission-driven prenatal supplements brand for couples - formulated for her and for him. Razor-blade subscription model: the jar is bought once, the refill pouch is the subscription.
• Before Loop, every change after the first order needed a person: manual swaps and repricing, second jars shipped by mistake, failed-card emails that didn't convert, paused subscribers lost, reporting rebuilt from CSVs.
• On Loop: swaps and repricing run in Flows; card updates take one click; personalized add-on recommendations in the portal, built with their Loop CSM against an 8% revenue-share goal.
• What WeNatal measured: $100K added from existing subscribers at zero CAC; 4x the share of subscription revenue from portal add-ons (2.3% → 9.4%); 7 in 10 subscribers who click the card-update link complete it to recover failed payments. 

About the brand

WeNatal makes prenatal supplements for both partners. Most preconception care is built around women; WeNatal treats fertility as a shared project — products formulated for her and for him, sold together, under the brand's line "from Me to We." The flagship product is WeNatal Together, two jars, one per partner, with a range that follows the couple from trying to conceive through pregnancy and postpartum.

The packaging is the model. A first order ships as a welcome kit: a glass jar with the first pouch inside. Every order after that is a refill pouch, and the customer keeps the jar — a razor blade subscription model. Operationally, that is two SKUs at two prices, a bundled discount when a couple takes two pouches, and customers who change their minds. All of it happens after the first order. That is where WeNatal's subscription kept needing a person.

The challenge: a subscription that needed fixing by hand after every checkout

Kit-to-pouch swaps and repricing done by hand

The welcome kit couldn’t be split into its parts - the warehouse knew it as one box. But the second order had to become pouches, and the price had to move with it. If a Together subscriber later dropped one partner’s pouch, the two-pouch discount had to come off. None of that ran on its own.

“If we have two pouches out, we would want to make sure they still have that discount, but then if they take one off, then they wouldn’t keep the discount.”

Portal changes that shipped the wrong thing

Existing subscribers who added a product from the portal could trigger another welcome kit - a second jar for someone who already had one on the shelf. Subscribers who wanted to merge two subscriptions, or split one because one partner wanted a different cadence, had to go through customer service.

The failed-payment email that didn’t convert

When a payment failed, the subscriber got an emailed link that took them to update a card. Most never did, and the subscription lapsed for a reason that had nothing to do with the product. 

Reporting built from CSV exports

Because kits and refills were separate SKUs, the dashboard showed new subscribers under one product and continuing ones under another. To answer a simple question - how many subscribed to For Her this quarter, how many cancelled, why - Penny exported the raw data and built the answer herself.

“Basically, I just kind of export a CSV file and just crunch the numbers myself. It doesn’t give me the ability to really isolate things by date. I can’t see anything historical very easily.”

The solution

Before go-live, Dashrath, sales rep at Loop, built the welcome-kit-to-refill Flows on a test store and walked the brand through every variant on a call. After go-live, Sparsh (Loop CSM), set the 8% upsell goal with the brand and tuned the upsell profiles quarter by quarter.

The welcome-kit-to-refill swap runs automatically

When a new subscription is created with a welcome kit in it, the flow removes the kit, adds the matching refill pouches, and adds a travel vial as a one-time gift at 100% off. 

One flow per variant mapping the right pouches and the right vial. 

A second flow handles the case Penny raised: remove one pouch, and the subscription reprices to single-pouch. Subscribers adding a product from the portal now get the refill, not another jar.

Card update in one click, straight from the failed-payment email

When a charge fails, the subscriber gets an email with a pre-authenticated link, opening the card update page directly in the portal.

70% of subscribers who clicked it completed the card update which significantly contributed to the improvement of first-attempt success rate by 4%. 

Personalized upsell inside the portal, by product

The portal upsell started as one general set of recommendations shown to everyone. In late November 2025 WeNatal added a personalized profile per product line against a shared goal of 8% of subscription revenue from add-ons.

A ‘For Her’ subscriber sees Omega DHA+, Egg Quality+ and Rest + Digest first, refill pouches ranked above welcome kits, under a banner that reads “Complete your fertility routine.” 

The goal set with the CSM passed 8% two quarters after personalized recommendations went live; quarter-to-date they sit at ~9%, and the average upsell order value has grown by ~55% - all from existing subscribers at 0 CAC.

Impact: what changed for WeNatal

Thirteen months after go-live, this is what the brand reports:

• The kit-to-pouch handoff runs automatically on Loop Flows - with the warehouse still seeing one welcome-kit SKU on the first order. The fixes Penny used to make by hand no longer exist as work.
• 7 in 10 subscribers who click the card-update link complete it. First-attempt payment success by 4%, while recovery on failed charges held ~70%.
• Upsells grew from 2.3% to 9.4% of subscription revenue over four quarters, passing the 8% goal set with the CSM in Q2 2026. Average upsell order value is up ~55%.

Results reflect WeNatal’s measured experience; outcomes vary by brand, vertical, product, and implementation.