Recurly, a recognized leader in subscription management, has taken a significant step forward in redefining the subscription economy. Fresh off winning the 2025 SubSummit award for Best Subscription Management Platform, Recurly announced its acquisition of two innovative companies Prive, a Shopify-first ecommerce subscription solution, and Redfast, a subscriber engagement and retention platform. With these acquisitions, Recurly becomes the first subscription management suite to unify billing, analytics, ecommerce subscription management, and real-time subscriber engagement into a single intelligent platform.

This move signals a fundamental shift in the industry—where managing the full subscriber lifecycle, from acquisition to retention, becomes not just possible but streamlined, intelligent, and data-driven.

Recurly’s Vision: A Complete Subscriber Lifecycle Solution

1. One Platform, Every Touchpoint
Recurly is now uniquely positioned to offer businesses the tools they need to succeed in the fast-evolving subscription landscape. These tools span every stage of the subscriber journey:

• Billing & Payments

• Analytics & Reporting

• Subscription Personalization

• Real-time Engagement

• Ecommerce for Digital & Physical Goods

By embedding advanced capabilities from Prive and Redfast, Recurly empowers brands to stay ahead of customer expectations and market dynamics—without the complexity of integrating multiple fragmented solutions.

2. Delivering What Subscription Businesses Truly Need
As Recurly CEO Joe Rohrlich stated, “Today’s subscription businesses need more than billing. They need personalization, data-driven engagement, and the ability to pivot quickly.” With this expansion, Recurly becomes an enabler of retention-first growth strategies, not just a backend billing processor.

Prive Acquisition: Powering the Next Wave of Ecommerce Subscriptions

1. Expanding into Physical Goods Subscriptions
The acquisition of Prive marks Recurly’s official expansion into the physical goods subscription space—a sector expected to reach $1 trillion by 2028. Rebranded as Recurly Commerce, this new offering provides:

• Automated subscription workflows

• Pricing intelligence

• Revenue optimization for Shopify-based brands

Well-known brands like Coterie, GEM, Public Goods, and Kudos will benefit from enhanced capabilities, delivering more personalized, scalable, and efficient ecommerce subscriptions.

2. Built for Modern Ecommerce Brands
Legacy billing solutions often fail ecommerce companies by limiting customization and scalability. Recurly Commerce changes that by offering Shopify-first flexibility combined with powerful analytics and lifecycle tools.

3. Founder-Led Integration
Prive’s co-founders, Alex Craciun and Claudia Laurie, will support the integration as advisors to ensure customers experience a smooth transition with no compromise to service or innovation.

Redfast Acquisition: Personalization and Retention at Scale

1. Redfast Becomes Recurly Engage
With the rebranding of Redfast to Recurly Engage, the company adds a critical retention layer to its platform. Key features include:

• Churn prediction models

• Real-time engagement prompts

• In-product decision-making influence (e.g., upgrades, renewals)

This tool shifts subscriber engagement from reactive to proactive, helping brands build long-term loyalty and prevent churn before it begins.

2. The Retention Imperative
In an environment of rising acquisition costs, customer retention is no longer a passive metric—it’s a core growth strategy. Redfast CEO Rajeev Raman, who will join Recurly as a leader of Recurly Engage, emphasized the value of timely, contextual interactions that drive behavior in real time.

3. Proven Business Impact
Engaged, loyal subscribers spend 67% more than newly acquired ones, according to recent data—making Recurly Engage a powerful asset in maximizing lifetime customer value.

Industry Recognition and Roadmap Highlights

1. Recurly Recognized as Industry Leader
Recurly’s recent award at SubSummit 2025 validates its leadership in subscription management innovation. As more businesses embrace the subscription model, recognition from leading industry events helps reinforce trust among enterprise and mid-market customers.

2. What’s Next: Key Appearances and Events
Recurly executives will share insights on the company’s growth strategy and innovations at upcoming global events:

• SubscriptionX (London) – May 14, 2025: Chief Product Officer Priya Lakshminarayanan will explore ecommerce scaling with subscription models.

• SubSummit (Dallas) – May 28, 2025: CEO Joe Rohrlich and CMO Lina Tonk will discuss personalization and subscriber loyalty with guests like Cinemark’s Megan Krouse.

• London Tech Week – June 11, 2025: Priya Lakshminarayanan will focus on AI and predictive analytics in subscription retention.

3. Building on Momentum: Recurly Compass and 50+ New Features
Earlier this year, Recurly introduced Recurly Compass, an AI-powered growth engine, alongside 50+ platform updates. The additions of Prive and Redfast further strengthen the company’s mission to offer unparalleled capabilities in a single, composable suite.

Recurly’s acquisition of Prive and Redfast signals a strategic evolution from a subscription billing platform to a comprehensive subscriber engagement suite. With Recurly Commerce and Recurly Engage now integrated, the company is uniquely equipped to help brands unlock long-term growth through deeper personalization, better retention strategies, and full control over the subscriber lifecycle.

As the subscription economy expands into new verticals and geographies, Recurly is setting the benchmark for what it means to be a truly all-in-one platform—reliable, scalable, and purpose-built for the future of customer relationships.