Rethinking Subscription LTV Drivers

How to combat the “silent killer’ of subscriber lifetime value

Did you know that payment declines are the “silent killer” of subscriber lifetime value?

A payment decline feels like a slap in the face to subscribers, especially when it’s the result of a processing mistake on the part of a merchant or issuer.

Darryl Hicks, CEO/Founder of FlexPay, and Karen Webster, CEO of, discuss new challenges in the subscription industry and the importance of getting reacquainted with mission-critical factors that make for a successful subscription billing operation.

In this 20-minute conversation, you will hear:

  • The deep intertwined fundamental relationship between delivering value and collecting the money
  • The psychology of payment declines on your business
  • The questions to ask and solutions on how to deal with involuntary churn
Darryl Hicks Headshot

Speaker Bio

Darryl Hicks

CEO/Fouder, FlexPay Darryl has been active as a successful serial entrepreneur and technology expert for more than 20 years. A pioneer in Card Not Present sales, Darryl has extensive experience building and managing technologically complex online and offline Direct Marketing businesses. Darryl is the CEO, and Founder of FlexPay, a transaction processing gateway that leverages machine learning to reduce credit card declines, as well as performing transaction cost and risk arbitrage. FlexPay was born out of necessity to optimize the significant volume of credit card processing within his Marketing and e-commerce businesses. Darryl has founded or co-founded several successful B2C and B2B businesses in the past, servicing millions of consumer customers across four continents, successfully exiting from two larger companies (2006, 2011). He has also served on the boards of multiple early-stage companies, holds technology patents, and serves as an active advisor to many e-commerce and Direct Marketing entrepreneurs.
Karen Webster, CEO

Speaker Bio

Karen Webster


Entrepreneur, advisor and board member for companies operating in the payments/commerce, mobile, software platform, technology and digital media industries. Platform innovation and monetization is a key focus, particularly in the commerce sector. Founder of, the industry’s leading B2B marketing platform. Recognized industry thought leader and frequent industry speaker, ranked among the top 10 money and finance writers on LinkedIn and among the top 50 retail industry influencers ranked by Vend University. Author of numerous published articles and whitepapers on payments, mobile, social strategy, product design, pricing/incentives, and customer acquisition, retention and loyalty.