The rapid growth of the subscription economy is increasingly giving rise to “subscription amnesia.”
Many of us now have more subscriptions than we can necessarily recall. While individual monthly fees often seem manageable, they add up and can become a significant financial drain.
With the ability to subscribe to just about anything, it’s easy to forget what you’ve signed up for — especially if you’re not using it regularly and it simply hits your bank account at pre-defined intervals.
While monthly payments can be less of a problem, “surprising” annual renewals are more noticeable — and painful.
I recently experienced this firsthand when two annual subscriptions I’d forgotten about were renewed. I felt duped, even though I’d technically duped myself. Regardless, it left me with a negative impression of both brands — more so because I hadn’t received any reminder before the payment went through.
As a result, I did two things:
• I added calendar reminders to cancel both subscriptions before the next renewal.
• I opted for an app to help me manage all my subscriptions going forward.
And I’m not alone—what used to be a niche frustration we discussed with friends is driving a growing market of tools designed to help people regain control.
The Rise of Subscription Management Apps
According to Visa research, Gen Z spends an average of £305/month on subscriptions, Millennials £261, Gen X $91, and Baby Boomers £108. Using Costa coffee prices as our guide, that’s a lot of coffee, ranging from around 24 Americanos/month for Gen X to around 80/month for Gen Z.
Let’s work on an average of £10/digital subscription. That means Gen Z has about 30 to remember, Millennials 26, Gen X 9 and Boomers 11. Never mind forgetting everything you subscribed to. Remembering the different billing cycles adds another layer to the problem!
With not all (any?) banks offering in-app subscription management tools yet, the continued rise of third-party subscription management apps is a direct response to that tangle. For many consumers, these apps have become a financial necessity.
They’re a boon for subscribers. For subscription brands, it is another wake-up call to prioritise the customer in their subscription plans.
The Types of Subscription Management Apps
There are various subscription management apps — from basic manual trackers to more advanced platforms that connect to your bank account, analyse your spending, and even cancel services on your behalf.
Some keep things simple, letting you input subscriptions manually and receive reminders when renewals are due. Others offer more automation, identifying recurring charges, flagging inactive subscriptions, and helping reduce or cancel those no longer needed.
For those who prefer not to link their financial accounts, some apps use email scanning to detect subscription receipts and compile the information into a single dashboard.
Whatever the choice, it’s a low-effort way for consumers to stay informed about what they’re paying for.
Five (Ten) Subscriptions Management Apps:
As expected, these apps offer free and premium tiers, some with a more comprehensive set of features in the premium tiers or a deeper specialisation in a particular segment. Here is an overview of five, with five additional options to investigate.
1. Rocket Money
Rocket Money is arguably the best-known and most comprehensive option, with features including active bill negotiation, subscription tracking and cancellation services. While its premium features can be costly, its well-developed mobile apps and strong visualisation tools make it highly useful for power users.
2. Emma
From a UK perspective, Emma is one of the standout apps. It combines a good interface with solid UK bank integration and comprehensive financial management. Its subscription tracking works within a broader financial wellness approach, making it particularly valuable for British users.
3. ScribePay
ScribePay is another UK-focused option. It is said to excel with local bank integrations and price increase alerts. Its “clean interface” and focus on “renewal notifications” make it “particularly valuable” for British consumers looking to avoid unexpected charges and save money.
4. Hiatus
Hiatus identifies underused subscriptions and proactively suggests cheaper alternatives while flagging price hikes. It detects “drift” — subscriptions that consumers pay for but barely use. Its predictive capabilities are “cutting edge in subscription management,” allowing for “proactive subs management.”
5. Trim
Trim goes beyond detection and focuses on bill negotiation, reportedly with excellent success. The free tier helps with basics, while its premium plan is considered best for those who want to reduce bills rather than just track subscriptions.
Five others worth a look if you want to learn more:
Implications for Subscription Brands:
Subscription management apps put power back in consumers’ hands. They help manage spending by creating awareness, revealing forgotten costs, and simplifying and/or enabling cancellations. How subscription brands respond to this challenge mirrors how they should approach preventing or managing cancellations generally. Here’s how:
1. Transparency Is Non-Negotiable
Pricing tricks or buried terms stand out the moment someone uses an app that tracks subscriptions. Brands that are up-front, easy to understand, and fair will win trust. Those that rely on confusion will lose out.
2. Ongoing Value Must Be Obvious
If your service sits unused and unnoticed on someone’s subscription list, it will be red-flagged. Users are increasingly likely to cancel unless you proactively show and offer value. That means things like usage stats, product updates, and personal progress reports matter.
3. Cancellation Friction Will Backfire
Some services still make leaving it hard, hoping that effort will reduce churn. That logic breaks down when users bring in a third-party app to cancel for them. If cancelling your product becomes someone else’s business model, you’re doing something wrong.
4. Don’t Ghost Ex-Subscribers
When cancellations happen, the post-cancellation experience is key. Brands should run targeted, non-pushy campaigns to re-engage ex-customers. Personalised offers, usage-based insights, or even just a helpful check-in can bring people back later.
5. Dormant Accounts Are Danger Zones
Subscription management apps make it painfully clear which subscriptions are unused. If you’re not actively engaging customers, they’re at risk. Monitor usage data. Send nudges. Offer a pause instead of a cancel. Get creative and be proactive.
6. Tiny Pricing Differences Can Matter
Seeing every subscription laid out in a dashboard forces users to make choices. A service priced at £4.99 might survive where one at £6.49 doesn’t — even if the difference is minimal. Pricing psychology now plays out at the portfolio level, not just per product.
7. Build Loyalty Beyond the Transaction
The most resilient subscriptions aren’t just functional — they’re emotional. The best ones all create community. When people feel part of something, they stick around longer. That connection helps more than ever.
Conclusion:
Subscription management apps are becoming established consumer empowerment tools, not just fintech novelties. They help people organise their digital commitments and regain financial control.
This development necessitates a strategic adjustment for subscription providers. Much like in every subscription playbook, customer acquisition alone is insufficient; continuous value delivery is essential.
This means providing straightforward account management, transparent cancellation processes, and most importantly, consistent subscriber value.
Subscription Strategies Live
Join colleagues in London on 14 May for SubscriptionX, a summit focused on scaling and sustaining DTC retail in the subscription economy. See the agenda here and the speakers here.
Register today to join us there!
Cobus Heyl
Heyl is a Content Partner at Atlas and Founder of That Coalition, a fractional event services and content provider.
Heyl has worked with third-party clients such as Chartbeat, Lineup Systems, and Tubular Labs in Europe and the US, Prospect in the UK, and industry bodies such as PRCA (Communications and Public Affairs) in the UK, MVFP (German Publishers Association) and the Association of Indian Media (AIM).
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