Membership Has Its Perks: How CAFE Insider Reached More Than 15,000 Members During Its First 90 Days


A demonstrably engaged audience. Passion for their brand. A strategy that puts the audience first.

When Some Spider Studios started searching for an audience engagement and subscription commerce engine, they had all of the makings of a successful membership model ― they just needed the right tool to drive it.

The company behind Scary Mommy and The Dad, Some Spider launched its third brand, CAFE, with the flagship podcast Stay Tuned With Preet, led by former U.S. Attorney Preet Bharara. Wanting to keep that free to users, they expanded their offerings with a paid membership program that included the new CAFE Insider podcast, as well as a deeply researched weekly email, bonus content from Stay Tuned and regular conference calls.

They called on Piano to help them do that. "We needed a platform to integrate efficiently with our current systems and allow us to charge members with the minimum possible friction,” says Some Spider's Chief Business Development Officer Geoff Isenman.

The results? A user conversion rate of 14.8 percent, with over 15,000 members joining CAFE Insider during the first 90 days ― more than two times the number Some Spider had projected.

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