“We have a good amount of acceptable churn due to students aging out, but the challenge is that one-third of those 'no longer need' users are just done with that more pressing test — not actually done with college or high school. So that's still a group we should be targeting.”

One-third of "no longer need" churners are actually still in your ICP

Caroline's data shows roughly a third of self-selected 'no longer need' Quizlet churners are mislabeling themselves — they finished one exam, not their academic career. That sub-segment becomes a dedicated win-back audience focused on ongoing test prep rather than a written-off cohort. Always re-segment self-reported categories.