About ChurnTools and Mark Ashworth

Last updated November 2026

ChurnTools is a free resource for SaaS and subscription businesses trying to keep more of their customers. I'm Mark Ashworth. I built it, I write the playbooks and I review the tools.

Who runs ChurnTools?

I have worked in marketing and product in Singapore since 2001. I was the sixth person to join Geniebook, a learning app for school kids, and ran its product as it grew into a company that raised more than $20 million. Before that I was the first hire at Spiral, a UK classroom app that was bought by Discovery Education. I have also built and sold startups in education and phone services, and ran data analysis for TripAdvisor as it grew in Asia.

I'm based in Singapore. I also co-founded Growth Pigeon, which checks what AI assistants tell people about a business. You can find me on X and LinkedIn.

What is on the site?

If you want to cut churn, start with the guide to reducing SaaS churn, which ranks the tactics by the evidence behind them. The experiment library has 50+ step-by-step playbooks. If you're picking software, the tool directory and comparisons are there for that. The Health Check scores your retention practices in a few minutes and tells you what to fix first.

How does ChurnTools make money?

Two ways. Vendors can buy a labelled sponsorship, and I sell a paid Retention Diagnostic. Everything else is free to read.

How are the tools ranked?

I use the BELT durability test plus a segmentation lens. Sponsors don't get a better score or a higher position, and the page explains the method in full so you can disagree with it.

Where do the numbers come from?

The playbooks draw on vendor data, public benchmarks and what founders have reported publicly. Expected outcomes are estimates unless a page says otherwise. Vendor figures also come from companies selling the fix, so I try to say so when I quote them.

I don't have client case studies yet, and I would rather tell you that than fake some. Readers vote on whether each experiment worked for them, and those results collect on What Works.

How do I contact ChurnTools?

Email hello@churntools.com. It comes to me. If you think a review or a price on the site is wrong, tell me which page and I will check it against the vendor's own pricing page.

Questions about ChurnTools

The things people reasonably want to know before trusting a site like this.

Who founded ChurnTools?
Mark Ashworth founded ChurnTools and runs it from Singapore. He writes the retention playbooks and reviews the tools in the directory. He has worked in marketing and product since 2001, including running product at Geniebook, and co-founded Growth Pigeon, which checks what AI assistants say about a business.

Is ChurnTools owned by a churn software vendor?
No. ChurnTools is independent. Vendors can buy a labelled sponsorship, but that has no effect on a tool's score or where it ranks.

Are the ChurnTools experiments free to read?
Yes. Every experiment is free to read with no account. The PDF and the agent prompt version of each one ask for an email address.

Has ChurnTools tested every experiment itself?
No. The playbooks draw on vendor data, public benchmarks and what founders have reported publicly. The expected outcomes are estimates, so test them against your own numbers. Readers can also vote on whether an experiment worked for them.

Can I hire Mark to look at my churn?
Yes. The Retention Diagnostic is a fixed-scope written diagnosis of why your customers are leaving. It is the only paid work on offer.