Case Study: HelloFresh achieves higher acceptance rates and reduced involuntary churn with Adyen

HelloFresh - Customer Case Study

HelloFresh, the global meal‑kit leader serving millions across 11 markets, faces the recurring challenge of keeping subscription customers. Because each recurring charge risks payment failure, involuntary churn from failed transactions is a major threat to retention and lifetime value — a problem compounded as the company expands into new markets like Canada.

HelloFresh partnered with Adyen to gain end‑to‑end payment data visibility and deploy optimization tools (RevenueAccelerate, RealTime Account Updater, tokenization and 3DS support). After A/B testing Adyen’s Canadian acquiring, acceptance rates rose, operational tasks like chargeback handling and reconciliation were streamlined, and the resulting improvements boosted retention and lifetime customer value.

HelloFresh

Jake Hershman

Head of Payments