One of the fundamental metrics of a SaaS business like Apility.io is how long a user will be our customer. Without going into many obscure details about marketing in a SaaS business, it is quite intuitive that the longer a customer is with us, the more profitable it will be for the company. A common way to’reward’ loyal customers is to offer annual subscription plans at a significant discount. In return for an upfront payment proportional to the 12-month subscription, the customer receives a substantial discount for his loyalty. For a company, annual subscriptions have the advantage of having’money in the bank’ that they can immediately use for investment. And the most popular investment is in customer acquisition.