Subsets blog · Jul 2026
Daily Mail says Subsets is now part of its retention workflow; the post says the team has run 100+ experiments and cites recent +14% engagement and +32% CLV results.
AI-driven Retention Automation for subscription media businesses.
Company research
Public company, workplace, funding, and market signals
Updated Jul 29, 2026
Overview
Copenhagen-based YC S23 B2B SaaS for subscription media teams that uses predictive audiences, explainable AI, experimentation, and automation to reduce churn and grow CLV without engineering dependency.
Primary product
AI-driven retention automation platform for consumer subscriptions
Founded
2023
Headquarters
Copenhagen, Denmark
Team size
10-20
Work style
Flexible
Industry
Software Development
Sub-industry
AI-driven retention automation for subscription media
Offices
Copenhagen, Denmark
New York City, United States
Business model
B2B SaaS
enterprise software
Funding
People & investors
Leadership
Co-Founder & CEO
Co-Founder & CTO
Co-Founder & COO
Founders
Co-Founder
Work & culture
Lean, customer-focused, and product-quality oriented; emphasizes data-driven retention experiments, speed, and giving commercial teams autonomy without engineering support.
Work style
Flexible
Compensation
Public YC job posts show Copenhagen roles at roughly $115K-$160K salary with about 0.10%-0.30% equity; some roles are explicitly listed as in-office Copenhagen.
Product & market
Pricing
Demo-led, quote-based enterprise SaaS
Differentiators
- —Predictive audiences for churn-risk and upsell opportunities
- —Explainable AI to surface behavioral drivers behind churn
- —Experimentation workflow with automated statistical significance
- —Converts winning experiments into always-on automations
- —Integrates with subscription, product, billing, and CRM data
- —Built specifically for subscription media and lifecycle teams
- —Reduces dependence on engineering teams for retention work
Technology
dbt
PostgreSQL
GitHub
React
GitHub Actions
Python
Sailthru
HubSpot
Google Cloud Platform
Redis
Braze
Iterable
Terraform
Docker
BigQuery
Piano
OneSignal
Salesforce Marketing Cloud
MLOps
Customers
The Atlantic
NBCUniversal
Daily Mail
DailyMail+
Børsen
Matas
Hearst
The Athletic
Competitors
Chattermill
Medallia
Tableau
Salesforce
Zendesk
UiPath
Brightback
Darwin
TADA
Scale & contact
Estimated revenue
USD 1M-$10M
Estimated monthly visits
7.8K
Traffic estimate as of Dec 2024
Latest news
Subsets blog · Jul 2026
Subsets reported passing 500 lifecycle experiments across onboarding, activation, engagement, renewal, upsell, winback, and churn-prevention use cases.
Subsets blog · Jun 2025
CEO Martin Johnsen discussed Subsets' retention system and shared lessons from running 100+ experiments with publishers.
Subsets blog · Feb 2024
Official funding announcement for the pre-seed round led by Upfin and Y Combinator, with Cuesta Labs, Sandhill Markets, and Phillip Chambers participating.
TechCrunch · Feb 2024
TechCrunch covered Subsets' launch/funding and described its explainable-AI churn reduction platform for subscription media businesses.
Jobs and careers at Subsets
2 jobs at Subsets
Account Executive - Enterprise
On-site
GTM
New York City
3mo ago
On-site
Full-time
Senior Software Engineer
On-site
Engineering & Product
Copenhagen
7mo ago
On-site
Full-time