Case Study: Riddle achieves 63% improvement in subscription efficiency & renewals and automated EU‑VAT/GDPR compliance with Chargebee

How Riddle improved their Subscription Efficiency & Renewals by 63%, using Chargebee

Riddle, a quiz and content tool founded in 2014 for publishers and brands, ran a subscription model but struggled with fragmented payment methods, heavy free-plan usage that drove costs, and the complexity of EU VAT and GDPR compliance as it scaled. The company needed a way to acquire higher-quality customers and streamline operations without getting bogged down by billing and regulatory work.

Riddle chose Chargebee for hosted checkout, automated billing, EU‑VAT management, dunning and Intercom integration, and used discount campaigns plus a 2‑week trial to replace the free plan. The result was a 34% share of new subscriptions from discount codes, a 63% reduction in manual effort on renewals and cancellations, better retention through Intercom, and automated VAT and GDPR compliance.

Riddle

Mike Hawkins

Head of Marketing