A software-as-a-service (SaaS) subscription is a method of purchasing and accessing software applications. Rather than buying and installing software on their own computer, users pay a recurring fee to use the software. The global SaaS market was worth almost $315 billion USD in 2023 and is expected to reach nearly $1.3 trillion USD by 2034.

Below, we’ll explain what businesses should know about SaaS subscriptions: how subscriptions work with SaaS products, the upsides and challenges that come with using this billing model, and how to make the most of SaaS subscriptions.

What’s in this article?

• How do subscriptions work with a SaaS model?
  
• What is a SaaS subscription billing model?
  
• What are the types of SaaS subscription models?
  
• Benefits of subscription models for SaaS businesses
  
• Challenges associated with subscription models for SaaS businesses
  
• SaaS subscription model best practices
  

How do subscriptions work with a SaaS model?

Here’s how SaaS models typically work.

• Subscription tiers: SaaS products often come with different subscription tiers, and each provides a specific set of features and capabilities at different price points. This allows customers to select a plan that fits their needs and budget. Some SaaS providers have customisable options that allow customers to add features or increase capacities (such as additional storage or more user accounts) for an additional fee.

• Recurring payments: Subscriptions typically require users to make regular payments, commonly on a monthly or annual basis. Payments are usually automated, either with credit cards or other payment gateways, which simplifies the payment process for the business and the customer.

• Access and management: Subscribers gain access to the software through a web browser or a dedicated client application. The provider handles all aspects of data storage, application uptime, and backend infrastructure. Customers can manage their subscriptions through a centralised dashboard that allows them to add or remove users, upgrade or downgrade plans, and monitor usage and billing.

• Service continuity and updates: One of the advantages of the SaaS model is that the provider can continuously update the software and push these updates to customers, who receive updates and new features without additional costs or effort. Subscriptions also typically include access to customer support, maintenance, and sometimes a service-level agreement (SLA) that guarantees uptime and performance.

• Compliance and security: Since the software provider hosts the application and data, it is responsible for securing the platform and managing compliance requirements. This includes regular security updates, compliance audits, adherence to industry standards, and managing all aspects of data handling.

• Cancellation and renewal: Generally, customers can cancel subscriptions at any time. Upon cancellation, customers lose access to the service at the end of the current billing cycle. Many SaaS subscriptions auto-renew unless the customer opts out, which ensures uninterrupted service.

What is a SaaS subscription billing model?

Here are the key features of a SaaS subscription billing model.

• Recurring payments: Customers are charged at regular intervals (e.g., monthly, quarterly, annually) as long as they continue using the service.

• Cloud-based delivery: The software is hosted on the provider’s servers, and customers access it online.

• Scalability: The billing model can easily adapt to changes in the customer’s usage or needs.

• Flexibility: Customers can typically upgrade, downgrade, or cancel their subscriptions as needed.

What are the types of SaaS subscription models?

These are the most common types of SaaS billing models.

• Flat-rate pricing: This model has a single, fixed price for all features and usage. It’s simple and predictable for customers, but it might not be suitable for businesses with varying usage patterns.

• Tiered pricing: This model has multiple tiers with different features and usage limits at different price points. It allows customers to choose the plan that best suits their needs and budget. HubSpot uses this billing model.

• Per-user pricing: This model bases the price on the number of users accessing the software. It’s a popular model for collaboration and communication tools. Slack uses this billing model.

• Usage-based pricing: This model bases the price on the actual usage of the software, whether that’s use of storage space, bandwidth, or the number of transactions. This model aligns costs with usage and is suitable for businesses with fluctuating needs. Amazon Web Services (AWS) uses this billing model.

• Freemium model: This model has a free basic plan with limited features and paid upgrades for additional functionality. It’s a good way to attract new users and upsell them to premium plans. Canva uses this billing model.

• Pay-as-you-go (PAYG) model: This model allows users to pay only for the resources they consume, often on an hourly or usage basis. This is common in cloud computing services where resources can be scaled up or down based on demand.

• Hybrid models: Many SaaS businesses combine different billing models for more flexibility and to support a wider range of customer segments. For example, a company might have a per-user pricing model with usage-based add-ons for specific features.

When choosing which SaaS subscription model to work with, consider the following aspects of your business:

• Target audience: Who are your ideal customers, and what are their needs and budgets?

• Product: How many features does your software have, and how complicated are they to use?

• Value proposition: What unique value does your software provide to customers?

• Competitive landscape: What billing models do your competitors use?

Benefits of subscription models for SaaS businesses

Here are some benefits commonly associated with subscription models for SaaS businesses.

• Predictable revenue: Recurring revenue streams allow for better financial forecasting and planning, reducing uncertainty and supporting stable growth.

• Improved cash flow: Consistent monthly or annual payments provide a steady inflow of cash, facilitating operational expenses and investments.

• Higher customer lifetime value (CLTV): Subscription models encourage long-term customer relationships, leading to increased revenue over time through renewals and upsells.

• Reduced customer acquisition cost (CAC): Subscription models prioritise customer retention, reducing the need for constant new customer acquisition efforts and associated costs.

• Increased customer engagement: Regular interactions with subscribers through updates, support, and new feature releases create stronger relationships and build customer loyalty.

• Scalability: The SaaS model allows for easy expansion as the customer base grows, without major up-front investment in infrastructure or resources.

• Continuous improvement: Subscription models incentivise ongoing product development and innovation to retain subscribers and attract new ones.

• Customer feedback: Regular interaction with subscribers provides valuable insights for product improvements and new feature development.

• Faster time to market: Cloud-based delivery allows for quicker updates and new feature releases. Businesses can respond to customer needs and market trends efficiently.

Challenges associated with subscription models for SaaS businesses

Businesses that use SaaS subscription models frequently encounter the following difficulties.

Customer churn

SaaS subscription customers can churn for many reasons. For example, if they don’t understand how to use the product, if they experience difficulties with customer support, or if they have issues with pricing.

Solutions

• Personalised onboarding: Customise the onboarding experience to each user’s needs and goals.

• Proactive customer engagement: Communicate regularly with users through emails, newsletters, webinars, or in-app messages to keep them informed and engaged.

• Responsive customer support: Provide multiple channels for support (e.g., email, chat, phone) and strive for quick resolution times.

• Transparent pricing: Communicate any pricing changes in advance and include incentives for loyal customers.

Billing and revenue management

Failed payments, invoice disputes, and inaccurate accounting can make billing and revenue management difficult with SaaS subscription models.

Solutions

• Dunning management: Implement automated processes to retry failed payments and communicate with customers.

• Clear invoices: Provide detailed invoices with transparent explanations of charges.

• Billing software: Use a reliable billing system to automate processes, improve accuracy, and comply with regulations.

Customer acquisition cost (CAC)

SaaS companies can face high CACs. Paid advertising, content marketing, and events can be costly, especially for start-ups with limited budgets. Additionally, business-to-business (B2B) sales often have long sales cycles, involving multiple stakeholders and a lengthy evaluation process.

Solutions

• Inbound marketing: Attract customers through valuable content and search engine optimisation (SEO).

• Referral programmes: Encourage existing customers to refer new users.

• Free trials and freemium models: Allow potential customers to experience the product before committing to a paid plan.

• Optimise sales processes: Simplify the sales process and focus on building relationships with key decision-makers.

Competition

The SaaS market is saturated, making it difficult to stand out and attract new customers. Competitors might undercut prices to gain market share, which puts pressure on profit margins. Staying ahead of the curve requires constant innovation and product development.

Solutions

• Differentiation: Focus on unique features, benefits, or target markets that set your product apart.

• Customer service: Provide exceptional customer service to build loyalty and positive word of mouth.

• Partnerships and integrations: Partner with complementary businesses to expand your reach and give your customers more value.

Security and data privacy

SaaS providers must adhere to complex and evolving data protection regulations to protect their information from hackers. SaaS businesses also often rely on third-party vendors for infrastructure or services, which can introduce additional security risks.

Solutions

• Strong security measures: Implement strong encryption, access controls, and regular security audits.

• Data backup and disaster recovery: Have procedures in place to protect against data loss due to hardware failure, natural disasters, or cyberattacks.

• Employee training: Educate employees about security best practices and the importance of data privacy.

Integration and compatibility

Many businesses still rely on older software systems that might not easily integrate with modern SaaS solutions, and not all SaaS providers have application programming interfaces (APIs) for integration with other systems. Integrating data from different sources can also be challenging due to varying formats and structures.

Solutions

• Open APIs: Provide well-documented and easy-to-use APIs to facilitate integration with other platforms.

• Pre-built integrations: Offer pre-built integrations with popular third-party systems.

• Custom integration services: Provide professional services to help customers with complex integration needs.

Scalability

Scaling infrastructure to accommodate growing user demand can be costly and time-consuming, and maintaining fast and reliable performance as the user base grows can be a technical challenge. Providing adequate support for a growing customer base also requires additional resources and expertise.

Solutions

• Cloud-based infrastructure: Use the scalability of cloud computing platforms to accommodate growth.

• Self-service resources: Provide online documentation, tutorials, and FAQs to empower users to resolve issues independently.

• Performance monitoring: Monitor system performance regularly and identify bottlenecks early to prevent downtime and slowdowns.

Regulatory compliance

SaaS businesses must comply with several regulations related to data protection, privacy, and industry-specific requirements. Laws and regulations can change frequently, making it difficult to stay up-to-date and ensure compliance, and businesses operating in multiple countries must navigate different legal and regulatory frameworks.

Solutions

• Legal expertise: Consult with legal professionals to comply with relevant regulations.

• Compliance tools: Use software to automate compliance tasks and monitor regulatory changes.

• Certifications: Obtain certifications (e.g., ISO/IEC 27001) to demonstrate commitment to security and data protection.

Evolving customer needs

Customer needs and preferences evolve quickly, making it difficult for businesses to anticipate and meet their demands. Emerging technologies can disrupt the market and create new expectations for SaaS products. Competitors introducing new features or services can force businesses to adapt quickly.

Solutions

• Customer feedback loop: Gather feedback from customers to understand their needs and identify areas for improvement.

• Agile development: Adopt agile development methodologies to quickly adapt to changing requirements and release new features more quickly.

• Market research: Stay informed about industry trends and emerging technologies to anticipate future customer needs.

SaaS subscription model best practices

Here are some best practices for operating your SaaS subscription model.

Customer retention

• High-level onboarding: Instead of a standard free trial, offer a concierge onboarding experience in which users receive personalised guidance and support during their trial period. This can increase conversion rates as users feel more invested and understand the value of your product.

• Customer success: Invest in a dedicated customer success team that proactively identifies and addresses customer pain points, reducing churn and creating opportunities for upselling and cross-selling.

• Evergreen subscriptions: Instead of fixed-term contracts, focus on creating an “evergreen” subscription model in which customers are receiving value on a continuous basis through regular updates, new features, and exclusive content. This incentivises long-term renewals and reduces the pressure of annual negotiations.

• Gamification: Incorporate gamification elements into your subscription model, such as rewarding loyal customers with badges, discounts, or early access to new features. This can boost engagement and make the subscription experience more enjoyable.

• Predictive churn analytics: Use machine learning to analyse customer behaviour and predict churn risk so you can proactively intervene with targeted offers, personalised communication, or additional support to prevent customers from leaving.

Pricing

• Personalised pricing: Use machine learning and customer data to adjust pricing based on individual usage patterns, preferences, and willingness to pay. This can maximise revenue while ensuring customers feel they’re getting a fair deal.

• Hybrid usage-based billing: Provide a usage-based model with a maximum cap or a tiered system that transitions to a fixed fee after a certain usage threshold. This gives users with fluctuating needs flexibility while creating predictable revenue for your business.

• Community-driven pricing: Engage your user community in pricing discussions and gather feedback on potential pricing models. This creates transparency and offers you valuable insights into customer perceptions and willingness to pay.

• Bundling and unbundling: Experiment with bundling complementary products or services into different subscription packages to increase average order value and support different customer segments. Alternatively, unbundle certain features and offer them as add-ons for additional revenue.

• Pricing experiments: Continuously test different pricing models and strategies to optimise revenue and customer satisfaction. Use A/B testing to compare the performance of different pricing options and gather data to inform future decisions.