Most recurring revenue businesses are leaving LTV on the table. The leak is almost always in retention.
Hi, I’m Tom.
I help ExCo and leadership teams reduce churn and grow LTV, using proven retention frameworks and AI.
The focus is diagnosing the root causes of churn, identifying opportunities for customer value growth, and isolating where AI agents can accelerate outcomes.
AI Customer Lifecycle Transformation
"Tom led an interim key phase of our evoke group (William Hill & 888 brands) customer life cycle transformation programme. He provided a strong framework for identification of detailed valuable behavioural use cases for all life cycle stages. Tom took accountability for change implementation - from commercial workshop engagement and targeted design though to live and post live measurement. This included specific new technical solution requirements where needed. He made a significant impact and added high value to our programme at a key time”"
- Mark Kemp, Chief Commercial Officer, Evoke
Prioritising Retention Opportunities for a Monthly Flex Gym Group
"Tom worked with The Gym Group to help identify and prioritise retention opportunities to build into our 2025 plans. He is clearly an expert in his field and if you are looking to improve your retention, he can help."
- Nick Shelmerdine, Strategy Director, The Gym Group
B2B AI SAS Retention Strategy
"Tom has worked with us to develop strong retention and churn prevention strategies for our AI SaaS startup, which helped us enhance our product. Highly recommend working with Tom!"
- Nikolai Skelbo, Chief Operating Officer, Subsets AI
Upskilling Retention Teams
"Tom helped upskill our retention department during a large period of transformation. His passion for retention and depth of industry knowledge had a big impact on the team and this immediately translated into business impact."
- Matt Ramsden, Head of Customer Growth, Kindred
Strategy, product rebuild and AI lifecycle execution for Subscription Mobile App
"Tom's support has transformed my business from one that was regularly making a loss, to one that is self funded in just 5 months. In that time together, we have re-priced the product, built new product conversion journeys, developed an entirely new creative strategy and campaign, implemented a comprehensive CRM Marketing program to support conversion and retention, resolved multiple tech issues and implemented new Martech. All this has increased average subscriber tenure and resulted in a 7X increase in subscribers."
- Aaron Surtees, CEO, Subconsciously
Tom Burrell > Retention Consultant
I’ve spent 26 years helping 35+ global brands (some logos below) understand why customers leave and what to do about it.
My work now focuses on combining strategic diagnosis with AI execution. I identify the real drivers of customer loss, map the moments that drive behaviour, and prioritise the fixes that matter most, whether that is a lifecycle rebuild, an AI agent design, or a full retention/LTV growth execution program. You get a practical, cross-functional plan and a roadmap to deliver real structural retention improvement and LTV growth.
Book Your Strategy Call
Work Packages
I work on a project basis, retained or embedded in your team. Every engagement starts with diagnosis, I don't prescribe before I understand. Below are example work packages, but all work packages are bespoke to client requirements.
Retention Diagnostic & AI Blueprint
A focused diagnostic that identifies where retention is structurally breaking and maps the AI opportunities to fix it. For ExCo teams who need clarity before committing to a larger programme. c$10k.
Retention Fractional / Retained
Embedded retention leadership working directly with your team. For businesses that need ongoing strategic input and execution support rather than a one-off project. POA.
Retention AI Agent Design
Identify and design the agent spec for your retention use cases (3-5 agents) including behavioural signals, intervention logic, guardrails, HITL protocol, data requirements, technical specification. c$15k-$20k
AI-Powered Lifecycle Design & Build
Full lifecycle execution system: strategy, content, AI knowledge base and AI + API ingestion into your ESP. Full lifecycle strategy to send-ready in under 60 days. $20k-$40k
Retention Mentorship
Direct access for Retention, CRM, Lifecycle Directors or start-up founders/CEOs who want to move faster. Weekly sessions, async support, frameworks on demand. $1-2k pcm
Book a strategy call
In 30 minutes we'll identify your top retention leaks, quantify what they're costing in LTV terms, and give you three priority areas to fix. You'll leave with something you can take straight into your next leadership meeting, whether we work together or not.
Book Your Strategy CallTestimonials
"Tom has had a huge positive impact on the business transforming the retention team to become data driven, commercially minded business leaders and pushing all around him to be better."
- Nick Nordarishvilli, Head of CRM, DAZN Japan
"I look up to Tom as a leader of digital business, taking all clients to the next level and transforming them in ways they never thought of."
- Humza Ijaz, Managing Director, Accenture Song
"I had the pleasure of working with Tom for over two years and he enriched my understanding and application of data science and analytics."
- Ross Mckenna, Head of CRM, Klarna
"Tom is formidable, innovative, inspirational, smart and extremely hard working."
- Phil Richardson, Salesforce Technical Architect
"Brainstorming is always a joy with Tom - you will be sure to find intelligent, unique solutions to business challenges, and learn something new along the way."
- Firas Wahida, Client Partner, TikTok
"Tom is the best CRM planner I have ever worked with and a great partner on all strategy projects."
- Charlotte Mulley, Head of Strategy, Mullen Lowe
Get the Retention Board Pack System
The one slide that aligns leadership on retention priorities in under 15 minutes
Most board retention updates tell you what happened. Not what's causing it, not where to focus, not what will actually move the number. The Retention Board Pack System is the framework I use with ExCo teams to change that, one slide that shows where retention is winning and losing, what it's worth, and what to prioritise first.
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📩 Actionable retention insights: proven frameworks, real-world case studies and AI-enabled techniques that stand up in the boardroom.
