ACP article
Let Composer build your cancellation flow
When a subscriber clicks cancel, you have a few screens to change their mind. Most publishers know what a good save flow looks like: remind people what they'll lose, ask why they're leaving, and make an offer that fits the reason.
Building that flow is the hard part. In Composer today, it means custom forms, branching logic and, often, a dedicated project with support from Piano's team.
Agentic Composer takes on that setup work. It uses AI and the data you already have in Piano to draft your cancellation flow, including the messaging, the cancel reasons and the offers. You review it, edit what you want and switch it on. Once it's live, it tracks how each offer performs and tells you when something should change.
The first scenario in agentic Composer is active churn prevention: the flow that runs when a subscriber tries to cancel or turn off auto-renewal.
What agentic Composer sets up for you
If you already use Piano, agentic Composer starts with what Piano knows about your business: who you sell to, your brand, your tone of voice and your conversion data. It adds what has worked in save flows across other Piano customers. Then it drafts each step of your flow as a recommendation.
Value reminder. A short message that shows subscribers what they'll lose if they cancel, built on Piano's new lightweight templates. Ask the built-in AI chat to adjust the copy or layout.
Cancel reasons. Agentic Composer suggests a set of cancellation reasons that fit your business. In Composer today, you'd build this survey by hand with custom forms and fields. Add reasons, remove them or keep the suggestions as they are.
Offers. Set different offers for different cohorts. For example, give monthly digital subscribers one discount and annual digital subscribers another.
Save rules. Choose which offer each subscriber sees, based on the reason they gave or their subscriber attributes.
Before anything goes live, the journey preview walks you through every screen your subscribers will see, in order, including each offer in the flow.
Want to know what the flow is worth? Hold a share of canceling subscribers out of the save flow, say 10%, and compare results. The holdout is off by default.
You decide what runs. Nothing goes live until you confirm and activate it.
A flow that keeps learning after launch
Most cancellation flows run unchanged for as long as they're live. Every subscriber sees the same steps and the same offers, whether they work or not. Finding out what works means someone has to set up a test, watch the numbers and act on them.
Agentic Composer keeps watching for you. Say your 25%-off offer isn't keeping many annual subscribers, while a deeper discount is saving a similar group. The agent flags it and suggests raising the discount for that cohort. Recommendations show up on your dashboard and performance page, so you'll see them without opening the scenario.
You set the limits. In the guardrails section, you define the rules the AI works within. Any suggestion that goes beyond your current setup comes to you first, and you approve or reject it.
Cancellation rules that change by market
Rules for cancellation flows vary by market, and they keep changing. California's automatic renewal law sets requirements for how subscribers cancel, and New York has algorithmic pricing disclosure rules coming. [VERIFY: current status of the New York law and how we describe it.] In Composer today, there's no formal way to build those requirements into a flow.
Market rules is a new account-level area in agentic Composer. You use it to define consumer protection requirements by market: cancellation flow requirements, mandatory disclosure text, what data you can use or ask for and limits on retention offers. Your cancellation flow then adjusts for each market on its own. If a market caps flows at a set number of steps, subscribers there get a flow within that cap. If a market restricts the data you can use for offers, subscribers there see the same flow with a different offer.
It starts with where you sell. Piano uses your conversion data to show the markets you operate in and flags any without rules, before you build a flow.
Presets give you a head start. Piano provides presets for California, New York and Minnesota, with more markets planned. Piano checks the underlying laws monthly and updates presets when they change.
Your legal team signs off. Export your settings as a PDF for legal review, then publish once you have the go-ahead. Presets are adjustable starting points that Piano hasn't verified against the law, so the final setup is your call.
Everyone else gets your default flow. You don't need rules for every country. Markets without their own rules run your default flow.
Every decision is logged. Changes to presets and dismissed market warnings are recorded with who made them and when.
Market rules doesn't make AI suggestions. When legal requirements are on the line, the decisions stay with you and your lawyers. Once your rules are published, preview the flow market by market to see exactly what subscribers in each one will get.
See agentic Composer in action
Agentic Composer turns the setup work behind a cancellation flow into recommendations you review, edit and approve. Your team spends less time building flows and more time deciding which offers to keep, with market rules in place before the first subscriber clicks cancel.
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