Fortify — Grow Your Active Users | Retention & Reactivation Consulting

The Problem

You're paying to acquire users who never come back.

Most growth budgets go into acquisition. Most growth leaks out after the first order. Rising CAC is often a retention problem in disguise.

Consumer Brands

Repeat-purchase D2C

A strong first-order offer, then silence. Repeat rate stays flat while ad spend climbs, and nobody clearly owns the customer after checkout.

We find the moments where second orders are won or lost, and fix them.

M1

Repeat rate

LTV

By cohort

CAC

Payback

Apps & Subscriptions

Consumer apps

Installs grow, active users don't. People drop off in the first few weeks, dormant accounts pile up, and engagement tools run on guesswork.

We show you who leaves, when, and which users are worth winning back.

D30

Retention

MTU

Active users

Win-back

Dormant users

What We Do

Three levers. One metric: active users.

Senior judgement on top of fast, AI-assisted analysis, focused on the numbers that decide whether your business is truly growing.

Lever 01

Retention

Find exactly when and why users stop coming back, by cohort, channel and product, and fix the moments that matter most.

→

Outcome: a clear view of where your retention curve breaks, and the 3–5 changes most likely to lift it.

Cohort retention curves (M1, M3, M6) by channel and product
Drop-off points in the customer journey, and what causes them
Second-order and habit triggers that move repeat rate
Retention benchmarks for your category

Discuss This

Lever 02

Reactivation

Your dormant users are your cheapest growth. We find which ones are worth winning back, and how to do it.

→

Outcome: a sized, prioritised win-back plan your team can run on the CRM tools you already pay for.

Dormant user sizing and value segmentation
Win-back playbooks by segment: offer, channel and timing
Campaign design for your existing CRM stack (CleverTap, MoEngage, WebEngage, Klaviyo and others)
A test plan that proves incremental lift, not just activity

Discuss This

Lever 03

MTU Growth

Monthly Transacting Users is the one number that tells you whether you're really growing. We build your growth plan around it.

→

Outcome: one metric leadership trusts, broken into the levers each team can actually move.

MTU broken down into new, retained and reactivated users
Acquisition quality: which channels bring users who stay
MTU forecast scenarios for planning and fundraising
A one-page dashboard your leadership team will actually use

Discuss This

How It Works

Start small. Prove value. Then scale.

Every engagement starts with evidence, not a pitch.

Step 01

Free Active User Teardown

Before we meet, we study your brand from the outside: your customer journey, offers, app reviews and CRM flows. On a 30-minute call you get three places you're likely losing active users, and one quick win. Offered to a limited number of brands each month.

Step 02

Active User Growth Diagnostic

A fixed-scope, three-week engagement. With access to your data, we map cohorts, drop-offs, dormant users and MTU drivers. You get a written diagnosis, a prioritised action plan and a walkthrough with your team.

Step 03

Fractional Growth Partner

We stay on to run the plan with your team: monthly strategy reviews, campaign design, metric tracking and on-call support. Ideal while you hire a growth lead, or alongside your existing team.

Results

Where the growth was hiding.

Two real examples: one retention, one onboarding. Company names withheld.

Case Study · Platform with a prepaid wallet

The retention drop that wasn't a product problem.

+7 ptsretention, after the recommendations went live

Retention by first recharge

₹500+48%

Below ₹50024%

Retention by first-month shipments

5+ shipments78%

1 shipment18%

Retention by platform

Web45%

Mobile web42%

iOS35%

Android32%

Challenge: New-customer retention was falling, while acquisition cost stayed flat.
What we found: Segmenting every cohort showed retention splitting sharply at the same CAC: by first recharge, by platform and by first-month activity. The trigger was one policy change: the minimum first recharge had been lowered from ₹500 to zero, bringing in low-intent customers.
What we did: Restored a quality floor, and protected sign-up volume with an attractive first-recharge offer (recharge ₹500, get ₹500). Then delivered a long-term roadmap, not just a fix: where to acquire, how to keep customer quality high, and which first-month behaviours to drive.
Result: Retention rose 7 percentage points, and new-user volume held up thanks to the first-recharge offer.

Case Study · Hyperlocal delivery business

The growth lever was in the funnel, not the ad budget.

2×end-to-end conversion, from one onboarding fix

Visitors
Sign-up
Onboarding start
Onboarding complete
First transaction

Users completing the first onboarding step

After98%

Before35%

Challenge: The business was acquiring sign-ups, but 65% of them dropped off at the very first onboarding step. Marketing spend kept going up; first transactions didn't.
How we diagnosed it: We mapped the full funnel, from visitors to first transaction, and compared every step with benchmarks. The leak was step one: users had to type in their pickup location by hand.
What we changed: A simple product fix: fetch the pickup location automatically from the device's location instead of asking for it.
Result: First-step completion went from 35% to 98%. Some users still dropped off further down the funnel, but overall conversion to first transaction doubled. Most companies keep raising marketing spend without fixing the funnel; the faster lever is often already inside it.

Who You'll Work With

Ankit Sethi

Founder, Fortify · Growth & Marketing Analytics Leader

Ankit has spent 10+ years helping consumer businesses grow with data. Today he leads central analytics for growth and marketing at one of India's largest e-commerce enablement platforms, where business and marketing teams rely on him to decide where to spend, who to retain and what to fix.

At Fortify, he brings the same playbook to founders: find where active users are leaking, size what it's worth, and turn it into a plan your team can run. You work with Ankit directly. Analysis is accelerated by AI and a trained team; every recommendation is his.

10+

Years in growth analytics

4

Domains: E-commerce, Logistics, Retail & CPG

Certified

Stanford · Microsoft

What he brings to your business

Retention & MTU: cohort retention, onboarding funnels and active user growth
Unit economics: gross margin, fulfilment and RTO cost, CX and marketing cost, down to net margin
Marketing effectiveness: marketing mix modelling, channel attribution and ROAS
One view of the business: GA4, ad platforms, MoEngage and business data in a single Metabase or Power BI dashboard
GenAI that stays behind: self-serve data agents and automated reports, so your team keeps the insight after we leave

LinkedIn Book a Free Teardown

Grow your
active users.
Keep them coming back.

You're paying to acquire users who never come back.

Repeat-purchase D2C

Consumer apps

Three levers. One metric: active users.

Retention

Reactivation

MTU Growth

Acquisition fills the bucket.
Retention fixes the leak.

Start small. Prove value. Then scale.

Where the growth was hiding.

The retention drop that wasn't a product problem.

The growth lever was in the funnel, not the ad budget.

Ankit Sethi

Your data already knows where users are leaking.

You're paying to acquire users who never come back.

Repeat-purchase D2C

Consumer apps

Three levers. One metric: active users.

Retention

Reactivation

MTU Growth

Acquisition fills the bucket.Retention fixes the leak.

Start small. Prove value. Then scale.

Where the growth was hiding.

The retention drop that wasn't a product problem.

The growth lever was in the funnel, not the ad budget.

Ankit Sethi

Your data already knows where users are leaking.

Acquisition fills the bucket.
Retention fixes the leak.