The situation

Nordvik runs a physiotherapy app for 40,000 patients in the Nordics. The founders believed they had an acquisition problem and planned to spend most of their Series A on paid growth.

What I found

Over two weeks I ran 26 interviews and rebuilt the retention curves by referral source. Patients who came through clinics stayed. Patients who came through ads left after week four, when the free exercise plan ended and nothing replaced it.

More acquisition would have bought more churn. The audit recommended a week-four check-in with a human physio and a second plan, and moving EUR 1.2M of the growth budget to retention.

What happened next

The board agreed. Six months later week-eight retention was up 18 percentage points, and Nordvik restarted paid growth on a base that kept its users.

What I would do differently

Two weeks was tight for 26 interviews. I would now scope audits at 15 interviews and spend the extra days with the data team.