Subscription LTV Scorecard™ Library
See how the big subscription brands keep subscribers
Big subscription brands scored on the same 48 checkpoints, with the screenshot behind every score. Copy what works on your own store.
5 brands scored48 checkpoints42 screenshots
LeaderboardScore out of 100
- 1GrünsBest in Class · Skio85.5
- 2IM8Strong · Skio80
- 3Dr. SquatchStrong · Recharge73
- 4CreateAverage · Recharge67.5
- 5Mars MenAverage · Stay AI62
See the full board
Leaderboard
Who keeps subscribers best
Ranked on the 100-point Scorecard. Click a brand to read its teardown.
| # | Brand | Score | Tier | App | In one line |
|---|---|---|---|---|---|
| 1 | GrünsGummy greens | 85.5/100 | Best in Class | App: Skio | Sells the subscription to a whole household and runs limited flavour drops as the retention plan. The one piece not built yet is rewards for the 12-month subscriber. |
| 2 | IM8Daily supplement | 80/100 | Strong | App: Skio | 79% of new customers subscribe on the first order. Endorsement gets the first order. Retention has to earn the twelfth. |
| 3 | Dr. SquatchPersonal care | 73/100 | Strong | App: Recharge | Fixes the frequency at every 3 months and lets you choose how many bars come in the box. Loses on a discount that changes on every page. |
| 4 | CreateCreatine gummies | 67.5/100 | Average | App: Recharge | 38.5 for getting people to subscribe, 29 for keeping them. Great cancel screen, but you have to hunt to find it. |
| 5 | Mars MenMen's supplement | 62/100 | Average | App: Stay AI | $100M on one product, with every incentive aimed at order one. 41.5 of 50 on growth, 20.5 of 50 on retention. |
Where would your brand rank?
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Scorecard videos
Watch each brand get scored
One video per brand, checkpoint by checkpoint, on screen.
85.5/100 · Best in ClassGrüns subscription breakdownInside a $1.2B program, and what a smaller brand can copy.
80/100 · StrongIM8 subscription breakdownDaily supplement, scored 80 out of 100.
73/100 · StrongDr. Squatch subscription breakdownHow a $1.5B brand sells $6 soap on subscription.
67.5/100 · AverageCreate subscription breakdownHow creatine gummies reached 100K subscribers.
62/100 · AverageMars Men subscription breakdownA $100M program scored 62 out of 100.8 dimensions
What gets scored
Pick a dimension to see its 6 checkpoints and how each brand did.
Dimension 1 · 15 points · getting people to subscribe
Structure & Frequency
What it covers
How often the box ships, how many choices there are, and whether the default matches how fast the product runs out.
Why it matters
Get the cadence wrong and the subscriber either runs out or stockpiles. Stockpiles get cancelled.
Brand scores on this dimension
Grüns13.5/15
Create13.5/15
Mars Men12/15
Dr. Squatch10.5/15
1.1Offer no more than 3 frequencies on the widget2 points
Grüns 1/2Dr. Squatch 2/2Create 2/2Mars Men 1/2
Evidence
- Grüns, 1 of 2. Only 4 week cadence, that's odd considering their inspiration AG1 offers 90 days subscription. They are selling it as an upgrade. And they have a different retention strategy that LTO that needs monthly frequency. But we recommend 2 options minimum.
- Dr. Squatch, 2 of 2. Fixed frequency, variable supply. One cadence on the widget, bar count is what changes
- Create, 2 of 2. Three tiers, 1, 2 or 3 months, each tied to a count
- Mars Men, 1 of 2. One true cadence only; the 90-day is a pack size, not a frequency choice
1.2Set the default frequency to match how fast the product runs out3 points
Grüns 3/3Dr. Squatch 2.5/3Create 3/3Mars Men 3/3
Evidence
- Grüns, 3 of 3. 28 packs at one a day equals 28 days, default is 4-week
- Dr. Squatch, 2.5 of 3. 6 bars every 3 months oversupplies one user. Category-wide pattern, so 2.5 not lower
- Create, 3 of 3. 90 gummies at 3 a day lasts 30 days, matching 1 month
- Mars Men, 3 of 3. 150 caps at 5/day equals 30 days, ships every 30
1.3Explain on the page why you picked that cadence2 points
Grüns 1.5/2Dr. Squatch 0/2Create 1.5/2Mars Men 1/2
Evidence
- Grüns, 1.5 of 2. Shows the maths, never says why this cadence of 4 weeks only.
- Dr. Squatch, 0 of 2. No explanation anywhere for why 3 months
- Create, 1.5 of 2. Directions say 3 gummies a day, 30 packs a month. Explained, not fully clear
- Mars Men, 1 of 2. Justifies recurrence, never the cadence choice
1.4Keep the longest frequency within 2x the time it takes to use the product3 points
Grüns 3/3Dr. Squatch 3/3Create 3/3Mars Men 3/3
Evidence
- Grüns, 3 of 3. Quarterly ships 84 packs for 84 days, exactly 1x
- Dr. Squatch, 3 of 3. 3 months is a good middle ground. No silly long cycle
- Create, 3 of 3. Longest tier is 3 months for a 90-day supply
- Mars Men, 3 of 3. 90-day supply consumed over 90 days, 1x
1.5Move the frequency when the pack size changes2 points
Grüns 2/2Dr. Squatch 1.5/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. Volume and cadence bundled, 84/12wk against 28/4wk
- Dr. Squatch, 1.5 of 2. Cadence fixed, bar count flexes. Customer sets supply by quantity
- Create, 1 of 2. PDP tiers map to plans (3 Months = 3 packs on a 3-month plan). Cart upgrade puts 3 packs on monthly
- Mars Men, 1 of 2. 30-day explicit, 90-day cadence implied not observed
1.6Put subscription on every hero product3 points
Grüns 3/3Dr. Squatch 1.5/3Create 3/3Mars Men 3/3
Evidence
- Grüns, 3 of 3. Present on gruns, gruns-kids and minions-gruns
- Dr. Squatch, 1.5 of 3. Soap, deodorant, hair, toothpaste yes. Cologne and lip balm missing
- Create, 3 of 3. Gummies, Creatine + Electrolytes, bundles and powder
- Mars Men, 3 of 3. Single hero SKU is subscription-default
Full pointsPart pointsZero
Dimension 2 · 15 points · getting people to subscribe
Offer Engineering
What it covers
The price and the offer. The gap to one-time, pricing by commitment, add-ons, build-a-box, the first-order incentive, and one rate everywhere.
Why it matters
The offer is the first thing a new subscriber compares. Get the gap and the rate right and the product page does half the selling. Every brand scored so far loses points on 2.6. Nobody says the same rate everywhere, and a confused mind always says no.
Brand scores on this dimension
Grüns12/15
Mars Men11.5/15
Dr. Squatch11/15
Create9/15
2.1Show a clear price gap between subscription and one-time3 points
Grüns 3/3Dr. Squatch 2.5/3Create 3/3Mars Men 3/3
Evidence
- Grüns, 3 of 3. $29.99 against $66.65, $1.07/day against $2.38/day
- Dr. Squatch, 2.5 of 3. $36 vs $39.90 one-time, $42 anchor. Good gap, confusing labels
- Create, 3 of 3. $58 autoship against $67 one-time, $73 anchor
- Mars Men, 3 of 3. $118 against $59 on the widget
2.2Price longer plans differently from monthly3 points
Grüns 1.5/3Dr. Squatch 2.5/3Create 3/3Mars Men 3/3
Evidence
- Grüns, 1.5 of 3. Quarterly is cheaper per day, $1.67 against $1.79, but it is not selectable on the widget
- Dr. Squatch, 2.5 of 3. Fixed cadence by design, so frequency pricing matters little
- Create, 3 of 3. $1.93, $1.85 and $1.79 a day for 1, 2 and 3 months
- Mars Men, 3 of 3. $59/bottle monthly against $47/bottle quarterly
2.3Stack an add-on, bundle or volume deal on top of the subscription rate2 points
Grüns 2/2Dr. Squatch 1.5/2Create 1/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. "Buy 2 Save 5%" and quarterly bundle stack on evergreen
- Dr. Squatch, 1.5 of 2. Volume tiers scale, 5 bars 14% to 11 bars 25%. Build-a-box is separate SKUs
- Create, 1 of 2. Add-ons are good, but bundles are confusing: 5 and 6 options, 5 and 6 months
- Mars Men, 2 of 2. 90-day tier priced deeper on top of evergreen
2.4Let subscribers build or customise their box2 points
Grüns 2/2Dr. Squatch 2/2Create 0/2Mars Men 0/2
Evidence
- Grüns, 2 of 2. Golden members mix and match, swap or add in portal
- Dr. Squatch, 2 of 2. Signature feature. Choose scents, custom 6-pack, editable Squatch Box
- Create, 0 of 2. Only pre-set bundles, no mix-your-own
- Mars Men, 0 of 2. Single-product catalog, confirmed absent
2.5Give a first-order incentive, like a welcome kit, that stacks with the rate2 points
Grüns 2/2Dr. Squatch 1.5/2Create 0.5/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. "$40 off first order, $20 off every repeat order"
- Dr. Squatch, 1.5 of 2. Some paths only. Free gifts page runs Subscribe & Save 50%
- Create, 0.5 of 2. Free shipping and a first-order discount. No welcome kit
- Mars Men, 2 of 2. Sale, ~$70 gifts and free shipping over the $59 rate
2.6Say the same subscription rate on site, popup, ads and Amazon3 points
Grüns 1.5/3Dr. Squatch 1/3Create 1.5/3Mars Men 1.5/3
Evidence
- Grüns, 1.5 of 3. Site and ads anchor 52%, Amazon 5-10%, codes 20-60%
- Dr. Squatch, 1 of 3. Site alone shows 7%, 14%, 15%, 25%, up to 30%, 50%. Quiz 20%, Amazon 5-15%
- Create, 1.5 of 3. Rate changes by page and channel. Big brand, so 1.5
- Mars Men, 1.5 of 3. Site and ads align, Amazon diverges sharply
Full pointsPart pointsZero
Dimension 3 · 10 points · getting people to subscribe
Promotion
What it covers
How hard the site pushes subscription: the default on the widget, the cart, the homepage and the subscription page.
Why it matters
Most first orders are decided on the widget. If subscription is not the default, most people never see the better deal.
Brand scores on this dimension
Grüns9.5/10
Dr. Squatch9/10
Create9/10
Mars Men9/10
3.1Pre-select subscription on the product widget2 points
Grüns 2/2Dr. Squatch 2/2Create 2/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. Listed first, tagged "Most Popular"
- Dr. Squatch, 2 of 2. Subscription pre-selected in most cases, per live review
- Create, 2 of 2. Autoship is the only buy box, 3 Months pre-selected (checked 18 Oct)
- Mars Men, 2 of 2. Widget defaults to Subscribe & Save 50% off for life
3.2Make one-time the quieter option2 points
Grüns 2/2Dr. Squatch 1.5/2Create 2/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. Red X marks against it, reduced to a small text link
- Dr. Squatch, 1.5 of 2. One-time not de-emphasised much, still carries its own "save 5%"
- Create, 2 of 2. One-time is a small underlined text link under the buy box
- Mars Men, 2 of 2. Removed from widget, lives on a noindex page
3.3Build a page that explains how the subscription works2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. gruns.co/pages/exclusives
- Dr. Squatch, 2 of 2. /pages/subscription-flow, free shipping, pause edit cancel anytime
- Create, 1 of 2. "Subscribe & Save" collection is a product grid, not an explainer
- Mars Men, 1 of 2. Policy page exists but it is legal text, not a marketing explainer
3.4Offer subscription again in the cart or at checkout1 point
Grüns 0.5/1Dr. Squatch 0.5/1Create 1/1Mars Men 1/1
Evidence
- Grüns, 0.5 of 1. Subscribe & Save, Autoship, Exclüsives, Green/Golden all in use
- Dr. Squatch, 0.5 of 1. Confusing. Subscribe & Save on PDP, Subscribe in nav, Squatch Box in portal
- Create, 1 of 1. Cart offers "Upgrade to Subscription & SAVE 16%" to one-time buyers
- Mars Men, 1 of 1. Subscribe & Save used consistently on PDP, nav and policy page
3.5Promote the subscription on the homepage, nav or banners1 point
Grüns 1/1Dr. Squatch 1/1Create 1/1Mars Men 1/1
Evidence
- Grüns, 1 of 1. Nav Rewards entry plus free-shipping banner
- Dr. Squatch, 1 of 1. Nav "Subscribe save 25%", homepage "Subscribe once and relax"
- Create, 1 of 1. Sitewide bar: free shipping on first order subscription
- Mars Men, 1 of 1. Sitewide banner plus Manage Subscription in nav
3.6List the benefits beyond the discount2 points
Grüns 2/2Dr. Squatch 2/2Create 2/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. Exclusive flavours, early access, VIP partner and merch discounts
- Dr. Squatch, 2 of 2. Early access to drops and flexibility lead. Free shipping too
- Create, 2 of 2. Free first shipping, VIP perks, pause anytime, ClassPass month in portal
- Mars Men, 2 of 2. Widget lists subscriber-only benefits and gifts
Full pointsPart pointsZero
3.4 changed in v1.2. Grüns, Dr. Squatch and Mars Men were scored on the old line: subscription named the same way on the product page, nav and landing page.
Dimension 4 · 10 points · getting people to subscribe
Messaging
What it covers
Why subscribe, why it costs what it costs, the daily price, and when the results show up.
Why it matters
Supplements and personal care work slowly. If nobody says when to expect results, people quit in month two.
Brand scores on this dimension
Grüns9.5/10
Mars Men9/10
Create7/10
Dr. Squatch6.5/10
4.1Tell people why to subscribe instead of buying once2 points
Grüns 2/2Dr. Squatch 1.5/2Create 1.5/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. "A habit that tastes so good, you'll actually want to keep it"
- Dr. Squatch, 1.5 of 2. Convenience framing, "subscribe once and relax". No habit or long-term case
- Create, 1.5 of 2. Week 1 to 4 timeline argues consistency, never ties it to subscribing
- Mars Men, 2 of 2. FAQ argues continuous daily intake, build into routine
4.2Answer the price question head on1 point
Grüns 1/1Dr. Squatch 0.5/1Create 0/1Mars Men 1/1
Evidence
- Grüns, 1 of 1. Replaces handfuls of products, comparison table, cited 12-week study
- Dr. Squatch, 0.5 of 1. Ingredient quality copy justifies price indirectly, never directly
- Create, 0 of 1. Nothing on why a gummy costs about twice their own powder
- Mars Men, 1 of 1. 8 ingredients at full clinical doses, zero fillers, plus a competitor cost comparison
4.3Frame it as a long-term habit, not a trial2 points
Grüns 2/2Dr. Squatch 1/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. "25% / 30% off for life" plus 90-day framing
- Dr. Squatch, 1 of 2. Ongoing quarterly framing, but no explicit long-term language
- Create, 1 of 2. "3 Months BEST VALUE", but landers push 14 and 30-day trials
- Mars Men, 1 of 2. "50% off for life" fights heavy risk-free trial framing
4.4Show reviews from long-term subscribers1 point
Grüns 0.5/1Dr. Squatch 0/1Create 0.5/1Mars Men 1/1
Evidence
- Grüns, 0.5 of 1. 80% daily-use survey, but widget testimonials are short-tenure
- Dr. Squatch, 0 of 1. "Guys who made the switch" is not tenure-specific
- Create, 0.5 of 1. One 6-week testimonial, none at 6 or 12 months
- Mars Men, 1 of 1. Testimonials run to 3 months and use customer-for-life language
4.5Show the price per day2 points
Grüns 2/2Dr. Squatch 2/2Create 2/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. "$2.14/day", "$1.43/day for the first month"
- Dr. Squatch, 2 of 2. Not applicable to soap, full credit per review
- Create, 2 of 2. "$1.79 / Day" on every tier
- Mars Men, 2 of 2. "Only $1.96 Per Day"
4.6Set a results timeline: day 1, week 2, month 1 to 32 points
Grüns 2/2Dr. Squatch 1.5/2Create 2/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. After 30 / 60 / 90 Days on how-gruns-works This is also visible on the checkout page.
- Dr. Squatch, 1.5 of 2. Not a result-heavy product. Some benefits should still show
- Create, 2 of 2. Week 1 to Week 4 saturation timeline
- Mars Men, 2 of 2. Day 7, Day 30, Day 90 plus a week-by-week roadmap
Full pointsPart pointsZero
Dimension 5 · 15 points · keeping them
Onboarding
What it covers
The welcome email, the first 90 days, the getting-started page, the pre-charge reminder and the daily routine.
Why it matters
Most cancels happen before the habit forms. Onboarding is where the habit gets built.
Brand scores on this dimension
Grüns13/15
Mars Men10/15
Dr. Squatch9/15
Create9/15
5.1Send a welcome email within 24 hours3 points
Grüns 3/3Dr. Squatch 2/3Create 3/3Mars Men 3/3
Evidence
- Grüns, 3 of 3. Daily email for 7 days post purchase for first one. Very good.
- Dr. Squatch, 2 of 3. Generic welcome found. Subscriber welcome not found, likely sent
- Create, 3 of 3. "Welcome from Create" arrives the same day as the order
- Mars Men, 3 of 3. Welcome email confirmed to arrive within 24 hours of signup
5.2Set expectations for the first 30 to 90 days3 points
Grüns 3/3Dr. Squatch 2/3Create 1.5/3Mars Men 2/3
Evidence
- Grüns, 3 of 3. Set the journey properly.
- Dr. Squatch, 2 of 3. 30-90 day expectations don't apply to soap. 2 per review
- Create, 1.5 of 3. Dan's welcome: "Give it about three weeks". Nothing past week 3
- Mars Men, 2 of 3. Sequence sets early expectations but stops short of the 30-90 day window
5.3Publish a getting-started page2 points
Grüns 2/2Dr. Squatch 0.5/2Create 1/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. how-gruns-works, "Your Daily Ritual"
- Dr. Squatch, 0.5 of 2. Messy. Little subscription detail in onboarding
- Create, 1 of 2. Creatine 101 page exists, no subscriber getting-started page
- Mars Men, 2 of 2. Dosing and usage instructions published on site in the FAQ
5.4Say a reminder goes out before each charge, and when2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 0/2
Evidence
- Grüns, 2 of 2. Skio supports a 3-day reminder. Yeah and ask for limited time offers launches as well.
- Dr. Squatch, 2 of 2. Five-day reminder before refill, documented in the help centre
- Create, 1 of 2. Reminder promised, no timing named
- Mars Men, 0 of 2. Policy names no reminder and no timing
5.5Tie the product to a specific daily routine3 points
Grüns 1.5/3Dr. Squatch 1.5/3Create 1.5/3Mars Men 3/3
Evidence
- Grüns, 1.5 of 3. Copy stresses "anytime, anywhere", avoiding a fixed anchor
- Dr. Squatch, 1.5 of 3. Toothpaste morning and night, hair kit routine. Bar soap generic
- Create, 1.5 of 3. Welcome email: build it into coffee, breakfast or post-workout. Nothing on site
- Mars Men, 3 of 3. "5 capsules daily in the AM with food"
5.6Tell customers before you charge them2 points
Grüns 1.5/2Dr. Squatch 1/2Create 1/2Mars Men 0/2
Evidence
- Grüns, 1.5 of 2. 3+ distinct complaints, "no reminder email, no heads up" but still very good considering 2500+ review and 4.6 rating.
- Dr. Squatch, 1 of 2. 5-day reminder exists, but charged-without-warning complaints repeat
- Create, 1 of 2. 1 complaint in 12 months, "they send shipments without an email or text"
- Mars Men, 0 of 2. More than 3 distinct complaints, threshold zero
Full pointsPart pointsZero
Dimension 6 · 15 points · keeping them
Cancellation & Dunning
What it covers
Can a subscriber find the exit, use it, and get offered something better on the way out. Plus the payment options at checkout.
Why it matters
A hard cancel keeps nobody. It moves the complaint to Trustpilot and BBB, and the money back through a chargeback. Mars Men lost every point on complaints, with 19 BBB complaints in 12 months. Grüns made the cancel page easy to find and still scored 13.5 of 15.
Brand scores on this dimension
Grüns13.5/15
Dr. Squatch10.5/15
Create8.5/15
Mars Men7/15
6.1Make "how to cancel" searches land on your own self-serve page3 points
Grüns 3/3Dr. Squatch 3/3Create 1.5/3Mars Men 1.5/3
Evidence
- Grüns, 3 of 3. Help centre states it plainly, third-party guides confirm
- Dr. Squatch, 3 of 3. Help centre gives numbered steps, dashboard to Manage Subscription to Cancel
- Create, 1.5 of 3. Zendesk FAQ covers cancel and edit, but thin for a brand this size
- Mars Men, 1.5 of 3. Portal exists but SERP is third-party cancel guides
6.2Explain cancelling in plain language2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. Cancel, skip and pause all explained clearly
- Dr. Squatch, 2 of 2. "Cancel anytime with no fees, right from your account dashboard"
- Create, 1 of 2. Method stated, but in all-caps legal text
- Mars Men, 1 of 2. Plain but vague, no step-by-step
6.3Let people cancel the way they signed up, with no order minimum2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. Self-serve via the Skio portal, not phone or email only
- Dr. Squatch, 2 of 2. Sign up online, cancel online. No phone or email required
- Create, 1 of 2. No minimum-order lock. Portal login seen, cancel button not observed
- Mars Men, 1 of 2. Entry point exists, reviews report it fails
6.4Keep cancel complaints off Trustpilot, Reddit and BBB3 points
Grüns 2/3Dr. Squatch 1.5/3Create 1.5/3Mars Men 0/3
Evidence
- Grüns, 2 of 3. "Five or more screens" and a dark-pattern claim, BBB echoes, but overall 4.6 considering 2.5K reviews
- Dr. Squatch, 1.5 of 3. Complaints repeat: edit does nothing, delays, out of stock
- Create, 1.5 of 3. 4 Trustpilot complaints, on only 15 reviews
- Mars Men, 0 of 3. 19 BBB complaints in 12 months, threshold zero
6.5Offer skip, delay or a new frequency when someone tries to cancel3 points
Grüns 2.5/3Dr. Squatch 0/3Create 1.5/3Mars Men 1.5/3
Evidence
- Grüns, 2.5 of 3. Skio supports it, no review names it in-flow. We can assume considering no reviews.
- Dr. Squatch, 0 of 3. Unverified. Multi-step flow captures a reason, no confirmed save offer
- Create, 1.5 of 3. No review mentions a save offer, but no visibility either
- Mars Men, 1.5 of 3. Pause video and ad-hoc discount, read as obstacles
6.6Take more than one payment method on subscription checkout2 points
Grüns 2/2Dr. Squatch 2/2Create 2/2Mars Men 2/2
Evidence
- Grüns, 2 of 2. Shopify wallets, Shop Pay instalments, HSA/FSA via Truemed
- Dr. Squatch, 2 of 2. Shop Pay, cards, Shop Pay Installments
- Create, 2 of 2. Shop Pay, PayPal and Google Pay on subscription checkout
- Mars Men, 2 of 2. Eight methods including Apple Pay and Shop Pay
Full pointsPart pointsZero
Dimension 7 · 10 points · keeping them
Flexibility
What it covers
Skip, reschedule, change frequency, pause and swap. Whether they are named, self-serve and shown.
Why it matters
A subscriber with too much product will skip if they know how. If they do not, they cancel.
Brand scores on this dimension
Grüns9.5/10
Dr. Squatch8.5/10
Create6/10
Mars Men2.5/10
7.1Name skip, reschedule, change frequency and pause on the page or FAQ2 points
Grüns 2/2Dr. Squatch 1.5/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. All four named in the help centre and on the PDP
- Dr. Squatch, 1.5 of 2. Cancel, pause, skip and delay named. Change frequency is not
- Create, 1 of 2. Pause, edit, cancel named. Reschedule and frequency not
- Mars Men, 1 of 2. Change frequency absent from the PDP
7.2Let subscribers manage everything themselves2 points
Grüns 2/2Dr. Squatch 2/2Create 2/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. Core management self-serve, only 2+ pouches needs email
- Dr. Squatch, 2 of 2. Every action self-serve in the dashboard
- Create, 2 of 2. Recharge passwordless portal
- Mars Men, 1 of 2. Portal exists, reliability widely disputed
7.3Offer a product swap, and say so2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 0/2
Evidence
- Grüns, 2 of 2. Swap and add product both named in the FAQ
- Dr. Squatch, 2 of 2. Edit Box changes scents and products, add or remove items
- Create, 1 of 2. Swap named only on a variant landing page
- Mars Men, 0 of 2. Single-product catalog, nothing to swap to
7.4Keep flexibility complaints out of reviews2 points
Grüns 1.5/2Dr. Squatch 1/2Create 1/2Mars Men 0/2
Evidence
- Grüns, 1.5 of 2. 3+ distinct complaints, "no reminder email, no heads up" but still very good considering 2500+ review and 4.6 rating.
- Dr. Squatch, 1 of 2. 1 to 2 complaints, options "very cumbersome", "many limitations"
- Create, 1 of 2. 1 complaint, "they tell me to clear my phone cache"
- Mars Men, 0 of 2. Charged after pause, "cannot stop", threshold zero
7.5Spell out how to make a change1 point
Grüns 1/1Dr. Squatch 1/1Create 0.5/1Mars Men 0.5/1
Evidence
- Grüns, 1 of 1. Login, click Edit, Save, spelled out
- Dr. Squatch, 1 of 1. Step-by-step help articles
- Create, 0.5 of 1. Changes before processing, edit article not readable
- Mars Men, 0.5 of 1. Points at order-email links, vague
7.6Show the portal, do not just claim it1 point
Grüns 1/1Dr. Squatch 1/1Create 0.5/1Mars Men 0/1
Evidence
- Grüns, 1 of 1. Itemised capability list in the help centre
- Dr. Squatch, 1 of 1. Help centre shows a dashboard screenshot
- Create, 0.5 of 1. Portal embedded in the billing reminder, per Zaymo. Not shown on site
- Mars Men, 0 of 1. No screenshot, video or capability list
Full pointsPart pointsZero
Dimension 8 · 10 points · keeping them
Loyalty & Surprise
What it covers
Rewards a subscriber can see before they sign up, the first reward, what it is worth, and a reason to look forward to the next box.
Why it matters
Most programs give everything at order one and nothing after. Order three is where people leave.
Brand scores on this dimension
Dr. Squatch8/10
Create5.5/10
Grüns5/10
Mars Men1/10
8.1Show the rewards roadmap before people subscribe2 points
Grüns 0/2Dr. Squatch 1.5/2Create 1/2Mars Men 0/2
Evidence
- Grüns, 0 of 2. Green/Golden tier table only, no order-numbered roadmap https://gruns.co/pages/the-vip-pass
- Dr. Squatch, 1.5 of 2. Tiers and ways to earn are public. Points can't be used on subscriptions
- Create, 1 of 2. Milestones (3rd renewal, every 6th order) only in the Rivo account widget
- Mars Men, 0 of 2. None, only first-order gifts
8.2Land the first reward at order 2 or 32 points
Grüns 1/2Dr. Squatch 1.5/2Create 1/2Mars Men 0/2
Evidence
- Grüns, 1 of 2. Free product is a self-selected add-on, not an automatic gift But LTO strategy is there.
- Dr. Squatch, 1.5 of 2. First reward is there, not for everybody. After that, only points
- Create, 1 of 2. First milestone is the 3rd renewal. Quiz $5 credit before that
- Mars Men, 0 of 2. All gifts land at order 1 as acquisition
8.3State reward values in dollars or named items2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 1/2
Evidence
- Grüns, 2 of 2. 25%/30% for life, $20 per referral, named VIP partner perks
- Dr. Squatch, 2 of 2. "50 pts = $5 off" up to "300 pts = $30 off"
- Create, 1 of 2. Unverified. Values render as "undefined"
- Mars Men, 1 of 2. Named and valued items, but acquisition not loyalty
8.4Let subscribers track progress to the next reward1 point
Grüns 0/1Dr. Squatch 1/1Create 0.5/1Mars Men 0/2
Evidence
- Grüns, 0 of 1. Skio supports punch cards, no public evidence Grüns enabled it (NV)
- Dr. Squatch, 1 of 1. Points balance shown in the account
- Create, 0.5 of 1. Points activity labels in the widget, logged-in view not seen
- Mars Men, 0 of 2. No reward-progress tracking
8.5Give subscribers a reason to look forward to the next box2 points
Grüns 2/2Dr. Squatch 2/2Create 1/2Mars Men 0/1
Evidence
- Grüns, 2 of 2. LTO flavour drop roughly every 6 weeks, two of three licensed, swap by text. Best anticipation mechanic scored so far.
- Dr. Squatch, 2 of 2. Limited edition scent drops with subscriber-only early access
- Create, 1 of 2. 8 flavours, limited bundles, subscriber-only sampler
- Mars Men, 0 of 1. None found across BBB and Trustpilot
8.6Recognise subscribers at 6 or 12 months1 point
Grüns 0/1Dr. Squatch 0/1Create 1/1Mars Men 0/1
Evidence
- Grüns, 0 of 1. Discounts are tier-based, never tenure-based
- Dr. Squatch, 0 of 1. VIP tiers are spend-based. Free gifts are first order only
- Create, 1 of 1. "Every 6th Subscription" earn event
- Mars Men, 0 of 1. None found. Referral program is not tenure
Full pointsPart pointsZero
Mars Men was scored on v1.0, where 8.4 is worth 2 and 8.5 is worth 1. Grüns and Dr. Squatch were scored on v1.1, Create on v1.2.
Scorecard methodology
Same rubric, every brand
48 checkpoints across 8 dimensions, scored out of 100 from public data only.
8
Dimensions
Four for getting people to subscribe, worth 50. Four for keeping them, worth 50. Each dimension is worth 15 or 10 points.
48
Checkpoints
Six per dimension, worth 1 to 3 points each. Full points when the evidence is clear. Half when partial. Zero when absent, or when the brand could have built it and did not.
100
Points, 5 tiers
Tiers stay provisional until 20 brands are scored.
0 to 19 Critical20 to 39 Below Average40 to 69 Average70 to 84 Strong85 to 100 Best in Class
- Evidence for every point. A screenshot or a quoted line, tagged to its checkpoint. Anyone with a browser can check it: product pages, the subscription policy, the help centre, an email signup, the cart and checkout, Trustpilot, Reddit, BBB, the Facebook Ad Library and YouTube.
- No inside access. No logins to the brand's tools and no data from the brand. When something sits behind a login, like a cancel flow, the note says unverified and it scores as the rubric says.
- N/A only for a model mismatch. A curation box has no unit count, so the consumption checkpoints cannot apply. N/A is never for a feature the brand chose not to build. The dimension rescales over the rest.
- Reviews have a fixed bar. For 5.6, 6.4 and 7.4: three or more distinct complaints in the last 12 months scores zero, one or two scores half, none scores full.
- Scores stay with their version. v1.0 (2 Aug 2026) was the first published rubric. v1.1 (16 Aug) rebalanced Dimension 8. v1.2 (18 Oct) reworded three checkpoints. Each brand keeps the version it was scored on.
Screenshots
Every score has a screenshot
All 42, tagged by checkpoint and dimension. Search for a word like cancel, widget or welcome.
Showing 12 of 42 screenshots
Nothing matches yet. Try one word, like cancel or widget.
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Scorecard Library questions
Which subscription brand scores highest on the Subscription LTV Scorecard™?
Grüns, at 85.5 out of 100. IM8 follows at 80, then Dr. Squatch at 73, Create at 67.5 and Mars Men at 62.
What is the Subscription LTV Scorecard™?
A 100-point score of a subscription program across 8 dimensions and 48 checkpoints. It is scored from what any shopper can see: product pages, checkout, emails, the customer portal and the cancel path.
How are the brands scored?
Every point has evidence: a screenshot or a quoted line, tagged to its checkpoint. There is no inside access and no data from the brand.
Which subscription apps do these brands use?
Grüns and IM8 run on Skio. Dr. Squatch and Create run on Recharge. Mars Men runs on Stay AI.
Can I get my own brand scored?
Yes. The free Subscription LTV Scorecard™ scores your store on the same 48 checkpoints, by hand, and lands in your inbox within 24 hours. Score your brand free.
Where would your brand rank?
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