About CloudLoop Digital
We are a measurement practice based in Edinburgh, focused on subscription lifecycle measurement, churn signals, and renewal cohorts for UK programmes.
Official name and origin
CloudLoop Digital Ltd is the registered business name. The practice was established in 2018 in Edinburgh after two of the founders spent several years inside membership organisations wrestling with churn reports that never quite matched the billing ledger.
Early work was almost entirely local: trade associations and professional institutes that needed a calm outsider to reconcile “leavers” with Direct Debit failures. As those packs proved useful in boardrooms, engagements widened to consumer magazines, clubs with mixed monthly and annual plans, and a handful of B2B renewals teams across the UK.
What we do now
We still do the same core work: application analytics aimed at subscription lifecycle measurement, churn signals, and renewal cohort discipline. We deliver audits, diagnostics, and reviews as professional services — written maps, briefings, and retainers — rather than selling seats on a product.
People and approach
Engagements are led by analysts who have sat with membership desks and finance partners in the same room. We prefer small stakeholder groups, plain definitions, and evidence notes that survive a sceptical trustee. When data is thin, we say so in the pack instead of smoothing the chart.
Values in practice
- Shared definitions first — no signal ranking until active and left mean the same thing to both teams.
- Calendar honesty — renewal windows follow how members are billed, not how a spreadsheet was last pivoted.
- Proportion — recommendations sized to the staff who will use them next month.
Working with UK programmes
Most clients are UK-based. Kickoffs can be remote or at our Edinburgh address when that helps. We schedule around UK working hours and board paper deadlines.