I’m Dan, a retention and CRM specialist with over a decade of experience helping brands stop leaking customers and start compounding them. I’ve led CRM at air up, Deliveroo, and Heetch, building lifecycle strategies from scratch, scaling teams, and delivering results that show up on the bottom line. At air up, I grew CRM’s net revenue contribution from 3% to 25%+. At The Sole Supplier, I drove a 162% uplift in 180-day retention. The common thread: defining the right retention metric first, then building everything else around it.

Over the years I kept seeing the same pattern. Brands would do a brilliant job of acquiring their first customers, then do almost nothing to build a relationship with them. Those customers would drift, and the brand would spend more to replace them. Back For More exists because that problem is almost always fixable, often with very little effort, if you set things up properly from the start. I started it to give growing brands access to the kind of CRM thinking that’s usually only available once you’re big enough to hire a Head of CRM full time.