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Recurly acquires Redfast and Prive

May 9, 2025

Recurly, the subscription management platform, has announced that it has acquired the Shopify-first subscription platform Prive and subscriber engagement personalisation tool Redfast. With these additions, Recurly says it becomes the first and only subscription management suite to fully integrate billing, payments, analytics, real-time subscriber engagement, and ecommerce subscription management.

These strategic acquisitions immediately enhance Recurly’s ability to deliver deeper personalisation, stronger retention, and real-time engagement while expanding its reach into the market for ecommerce and physical goods subscriptions.

“Today’s subscription businesses need more than billing – they need the ability to manage the full subscriber lifecycle, mobilise data in real time, and prioritise flexibility and personalisation at every touchpoint,” said Joe Rohrlich, CEO of Recurly. “With the acquisitions of Redfast and Prive, Recurly is redefining what the all-in-one subscription experience looks like. We’re giving our customers powerful new tools to drive engagement, optimise pricing, and manage subscriptions for both digital services and physical goods – all on a single platform designed to maximise growth and retention. What’s most exciting is that customers can now immediately choose the path that impacts their business most.”

By acquiring Prive, Recurly strengthens its capabilities even further beyond digital goods to include physical goods subscriptions. This new offering, debuting as Recurly Commerce, delivers subscription automation, pricing intelligence, and revenue optimisation for B2C and physical goods subscription Shopify brands like Coterie, Public Goods, GEM, Kudos, and over 100 more. Combined with Recurly’s subscription expertise and innovation, mid-market and enterprise ecommerce brands will have access to a more strategic alternative to outdated legacy billing solutions.

Co-founders Alex Craciun and Claudia Laurie will be advisors to Recurly during the integration, ensuring business continuity and an uncompromised customer experience.
“Lack of flexibility in subscription billing has long been a pain point for businesses of all kinds,” said Craciun.

“As subscriptions continue to grow in the physical goods space, businesses need flexible, data-driven tools to meet evolving customer expectations. We’re excited to join the Recurly ecosystem and help more high-growth brands optimize their subscription businesses, scale smarter, and stay ahead of a rapidly changing market,” added Laurie.

With the acquisition of Redfast, which will rebrand as Recurly Engage, Recurly customers can now predict churn, deliver personalised prompts, and drive critical in-product actions when and where they matter most.
“Building a loyal subscriber base is the key to retention and growth,” said Rajeev Raman, CEO of Redfast. “With consumer acquisition costs rising and their expectations for personalisation being at an all-time high, subscription businesses must engage subscribers precisely when it matters most, influencing key decisions like upgrades, renewals, and retention in real time. Joining forces with Recurly allows us to help brands turn engagement into their most powerful growth lever.”
Raman will join Recurly, where he will help accelerate the growth of Recurly Engage and further strengthen Recurly’s leadership across the full subscriber lifecycle.
Financial terms were not disclosed.

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