I read IM8’s Q1 2026 investor deck so you didn’t have to.
And I was impressed, as it broke some of my notions as well.
Here are 5 things that stood out.
1. Subscription First Paid Off
79% of new IM8 customers buy a subscription on their first order.
93% of Q1 revenue came from subscriptions.
For most health brands, 40-50% subscription attachment on new customers is considered a win.
The one-time option is there, but it is not the goal.
When 4 out of 5 new customers walk in already subscribed, your retention math looks different from day one.
Conversion rate might dip, but at 3x the revenue, a 10-20% lower conversion rate is still a win.
2. Quarterly Beats Monthly (I was also surprised)
Quarterly subscribers now drive 51% of Essentials (their hero product) revenue.
Monthly drives 42%.
The quarterly price is $235 versus $89 per month.
On the surface, $89 feels easier to sell. IM8 went the other direction.
They made quarterly the default and watched two things happen: customers paid more per order, and they churned less because the commitment was front-loaded.
Most brands avoid asking customers to pay more upfront.
3. 3x LTV/CAC in 24 Months
Given their celebrity tie-ups, I can imagine a very high marketing cost.
But with their high LTV, they are able to hit 3x in 24 months.
Still a very long payback for a startup, but a well-funded brand can take a 24-month risk
Not advised, but it is working for them.
New customer AOV hit $240 in Q1 2026, up from $111 in 2025.
Brands at a $70-100 AOV are fighting for margin on every ad dollar.
At $240 AOV, you have two to three times more room before the math breaks.
4. 81% NRR (SaaS industry numbers!)
81% of total revenue by a customer’s 12th order comes from repeat purchases.
That’s INSANE! That’s software numbers.
In simple words, if they make $500 from a customer, $400 is from repeat.
Only 19% of revenue is from the first order.
That means a very healthy retention rate.
81% of revenue from a customer is not the customer’s first order.
5. The Revenue Curve Changed Shape
The Jan 2025 cohort, all monthly subscribers, reached $549 in cumulative revenue after 12 orders.
The Jan 2026 cohort, now quarterly subscribers, hit $587 by their 4th order.
The projection puts them at $900-1,100 by month 12.
What took 12 orders in 2025 now happens in 4.
IM8 did not just improve retention. They restructured the shape of the entire revenue curve by changing one thing:
the default subscription type.
From $0.4M per month in December 2024 to $14M by April 2026.
IM8 is a cool subscription growth story to watch and learn.
For curious minds, you can read the quarterly report over here.
