Straight answers on reducing membership churn, improving retention, and growing recurring revenue for home service companies.
How much is churn costing you?
Use our free calculator to see your numbers in 10 seconds.
Try the ROI CalculatorMembership churn is the rate at which customers cancel their maintenance agreements or comfort club memberships. For HVAC companies, even 2% monthly churn compounds to 24% annual loss — meaning nearly 1 in 4 members leave each year.
Retention rate = (members at end of period - new members) / members at start of period × 100. For example, if you started with 300 members, gained 50, and ended with 310, your retention rate is (310 - 50) / 300 = 86.7%.
Top-performing HVAC companies keep monthly churn under 1.5%. The industry average is 2–3% monthly. If your churn is above 3%, you're likely losing significant recurring revenue to preventable cancellations.
ServiceTitan tracks memberships, billing, and service history — but it doesn't alert you when members are at risk of cancelling. That's where MemberBay adds the retention layer: at-risk alerts, renewal reminders, and churn tracking directly inside ServiceTitan.
Common warning signs include: no service visit in 8+ months, missed or declined renewal payment, customer complaint without follow-up resolution, and membership approaching expiration with no renewal activity.
MemberBay Pro is $199/month or $1990/year, covering up to 500 members and 5 team seats. MemberBay Max is $499/month or $4990/year, covering up to 2,500 members and 15 team seats. Both include the Pulse Chrome extension for ServiceTitan and automated renewal reminders. A 14-day free trial is available with no credit card required.
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