Cheryl Walsh Launches Loyalty, Ireland's First Subscription Retention Consultancy to Stop Millions in Churn

Cheryl Walsh, former Head of Customer Success at publicly-traded expense management giant Expensify, today announced the launch of Loyalty (www.loyalty.cx), Ireland’s first consultancy focused exclusively on helping subscription businesses prevent customer churn and increase retention.

“Ireland has over 1,500 subscription businesses haemorrhaging millions in preventable churn every single year,” said Walsh. “Yet not a single consultancy in the country specialises in retention. That’s a massive problem — and an even bigger opportunity.”

The Hidden Crisis: High Churn in a Growing Market

Irish subscription businesses are losing 25–50% of their customers annually, while customer acquisition costs have skyrocketed 75% since 2019. Walsh saw the opportunity after leaving her “dream job” at Expensify, where she helped steer the company from early-stage startup through IPO. Conversations with Irish SaaS founders quickly revealed a pattern:

“Our customers seem happy — and then some just… disappear.”

Despite a global subscription economy worth over €500 billion and growing 435% in the last decade, many companies still over-invest in acquisition and underinvest in retention. Loyalty aims to change that.

Retention That Works Before It’s Too Late

Loyalty combines behavioural psychology with hands-on operational experience to help companies identify churn signals and intervene before customers even realise they’re at risk of leaving. The consultancy promises measurable churn reduction within 60–90 days using lean, systemised interventions — no expensive software required.

“Churn metrics are useless if no one acts on them quickly,” said Walsh. “We build systems that predict and prevent churn before it happens.”

Strong Early Traction and Strategic Partnerships

The response has been swift. Clients began signing up even before Loyalty’s official launch, and the company has already confirmed a strategic partnership with SaaStock Dublin, Europe’s leading SaaS conference. Walsh reports that her client pipeline is “nearly full through the end of 2025.”

Who Loyalty Serves

Loyalty is headquartered in Cork and serves clients globally, with an initial focus on Irish subscription businesses generating €1M–€10M in ARR. Offerings include:

• Comprehensive churn audits

• Retention system design and implementation

• Fractional customer success leadership

About the Founder

Cheryl Walsh brings 20+ years of cross-functional experience, having worn “every hat from SDR to Customer Success to marketing and Business Development.” Her deep lifecycle expertise and leadership at Expensify — from scale-up through IPO — anchor Loyalty’s approach in real-world results.

Subscription businesses interested in reducing churn can book a free strategy consultation at www.loyalty.cx.