About The Founder
Cheryl Walsh, Founder & Principal Retention Consultant
Hi, I’m Cheryl and I help B2B SaaS founders stop losing customers they worked hard to win.
Not with a doc full of advice you’ve already heard. With a plan, an implementation, and measurable results — usually within 90 days.
The Problem I Solve
Most SaaS founders I work with aren’t struggling because of a bad product.
They’re struggling because nobody owns the customer journey end-to-end. Onboarding gets a customer to login — not to value. Support puts out fires — but nobody’s spotting the ones about to start. Churn creeps up quietly, month after month, until it’s suddenly the number one item on everyone’s agenda. Meanwhile, CS is reporting on metrics nobody actually cares about.
By then, you’ve lost the revenue, the confidence, and the customer permanently.
I fix the process, systems, and operational gaps that cause that — before it gets to that point, or after it already has.
What Shaped How I Think
I spent 6 years at Expensify (NASDAQ: EXFY), a publicly-traded fintech SaaS with 15M+ users, helping scale Customer Success from startup chaos through IPO and beyond.
I led CS operations and managed a global team across three continents. I built health scoring systems from scratch, implemented KPIs and coached teams to hit them, rebuilt onboarding frameworks, standardised escalation protocols across BPO partners, and drove cross-functional alignment between Support, Product, and Sales. I reduced churn, improved customer satisfaction, and reduced time-to-value — not through headcount, but through operational rigour and smarter systems and a lot of trial and error.
What I know is that churn is almost never a CS problem. It’s a cross-functional one. It lives in the gap between what you promised in sales, what product actually delivers, and whether CS has the tools and visibility to prove outcomes before the customer has even thought about leaving.
That’s the problem I know how to solve.
The work now spans clients across the UK, France, the Netherlands, Singapore, and the USA.
How I Work
I work directly with founders, co-founders, and CS leaders — not through layers of junior consultants. I now have a team of experienced operationalists on hand to help me help you.
Engagements are usually sprint-based and implementation-focused. I don’t want to hand you a strategy doc and say ‘good luck’. I build the system with you — the health scoring, the onboarding motion, the tech stack implementation, the renewal cadences, the intervention playbooks — and I stay until it’s working, which often means coaching your team through it so they’re confident long after I’m gone.
I also work with a small number of clients on longer-term fractional and retainer engagements, for those who want ongoing support and leadership input without a full-time hire.
If you want someone to tell you what you should already know, I’m probably not the right fit.
If you want someone to roll up their sleeves and fix the root cause — let’s talk!
Beyond the Work
I’m based in Cork in the south of Ireland, which means I work comfortably across European and US time zones.
Outside of client work, I’m on the committee of the Cork Shakespearean Company and am a professionally trained and working actress — which turns out to be surprisingly useful training for coaching teams through difficult customer conversations and speaking at events!
I have degrees in English, Art History, and a postgraduate degree in Psychology (with a second one underway) because understanding why people make decisions — including the decision to leave — makes me significantly better at helping you keep them.
I live with my shih-tzu Dolly, who has strong opinions about everything and zero churn.
Why Loyalty?
Book a Discovery CallWe’ve been in your shoes, scaling teams from Series A to IPO and beyond. We know the unique pressures of rapid growth, tight budgets, and the need to move fast without breaking everything.
Our sprint-based methodology delivers measurable improvements in 30-90 days. You’ll see real changes to churn rates, retention metrics, and team efficiency before your next board meeting.
We don’t just fix problems – we create robust frameworks that grow with your company. Our solutions are designed to handle 10x growth without requiring constant reinvention.
Our team comes from customer-facing roles at high-growth tech companies, not MBA programs. We’ve actually run CS teams, we’ve been the customers’ strategy partners, built onboarding flows that convert, and fought churn battles in the trenches.
Every recommendation we make has been tested in the real world of scaling SaaS companies. We focus on what actually moves the needle using up-to-date research, not just random metrics that won’t make a difference but looks good in a PowerPoint deck
Simple. Strategic. Proven.
Our approach is fast, focused, and designed for real-world impact.
No fluff, no empty promises, just frameworks that actually work.
Actionable, Not Theoretical
We don’t do vague advice or endless workshops. Every sprint, audit, and strategy we deliver is designed to be implemented immediately — by real teams with real constraints.
Built for Speed (and Scale)
Startups, Scale ups and beyond move fast — so do we. Our CX and retention strategies are designed to integrate quickly, flex with your growth, and deliver measurable results without slowing you down.
Results, Not Reports
We measure success in churn reduction and revenue protected, not pitch decks or reports delivered that nobody will read. Every engagement comes with trackable improvements you can take to the board.
Fixed Timelines, Fixed Price
No scope creep, no endless billing, no surprises. You know exactly what you're getting, when you'll get it, and what it costs. Sprint-based delivery you can plan around.
Proven, Not Promises
20+ years of sales, growth & retention expertise with a track record of churn reduction. We've built systems that work - now we implement them for you, fast.
Retention Focused
We live and breathe customer retention. Every framework, every process, every metric we implement has one goal: reduce churn and increase revenue.
Frequently Asked Questions
How is Loyalty different from other consulting companies?
We’re Ireland’s first consultancy focused exclusively on subscription and SaaS retention. While other consultancies deliver generic frameworks and lengthy reports, we provide implementation with measurable results in an average of 30-90 days.
For some clients, we can take over their CS function completely, after optimisation, on an ongoing basis, taking the headaches and hassles out of managing your CS team.
Our approach combines behavioural psychology with battle-tested tactics and data, addressing why customers really leave rather than just surface complaints.
What problems do you specifically solve?
We tackle high churn rates (typically 20-55% annually), poor customer onboarding that leads to early drop-offs, and reactive retention approaches that only fight churn after it happens. We solve the core problem of not knowing which customers will leave or why by implementing predictive systems and targeted intervention campaigns combining a digital, human and Agentic AI layer.
Beyond stopping churn, we turn retained customers into growth drivers through systematic expansion and upsell strategies that maximise revenue from your existing customer base.
Do you work with both B2C and B2B subscription businesses?
Yes. Churn patterns, user behaviour and retention strategies are similar across subscription models. We work with SaaS, EdTech, HealthTech, streaming services, subscription eCommerce, and membership platforms.
How do you deliver results so quickly?
We meet you where you are at and focus on optimal implementation, not documentation, using the tools you already have. We build working systems that drive immediate results for your business, unique to you. Our 20+ years of hands-on experience means we know exactly what works in the real world, not just in theory.
What size companies do you work with?
Our sweet spot for retention consulting is businesses with €2M – €10M annual recurring revenue. Large enough to have real churn problems that we can help with, but small enough to implement changes quickly.
We also work with startups to ensure their CS/CX and expansion systems are set up correctly to scale.
Where are you based?
Loyalty is based in Cork and Dublin, Ireland, but we work with subscription businesses globally. Most of our consulting is delivered remotely, which means you get the same hands-on support whether you’re in Dublin or San Francisco.
We’re strategically located to serve both European and international markets, with convenient timezone overlap for UK, EU, and East Coast US clients. For larger projects, we can travel to your location for key implementation phases
Ready To Turn Your Churn Around?
Book your FREE Retention chat. In 30 minutes, we’ll identify exactly where you’re losing customers and your biggest opportunities to stop them.
Why wait while churn bleeds your revenue? Our methods delivers churn reduction in 90 days, so you can focus on growth instead of constantly replacing lost customers.
Book a Call