> For the complete documentation index, see [llms.txt](https://help.smartrr.com/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.smartrr.com/docs/support/admin-portal/what-is-retention.md).

# What is Retention?

**Retention** is Smartrr's set of tools for turning cancellation attempts into saved subscribers. Instead of a simple "Cancel" button, Retention lets you build a guided cancellation flow — one that surfaces the right message, media, or offer at the right moment to address why a customer is thinking about leaving.

All of this is configured without custom code, directly in your Admin Portal, and themed to match your brand.

***

### What's included

Retention is made up of two configurable pieces:

#### [Cancel Reasons & Actions](/docs/support/admin-portal/what-is-retention/cancel-reasons-and-actions.md)

Build your cancellation reasons survey and set a tailored retention action — a discount, skip, swap, gift, or frequency change — for each specific reason a customer selects.

#### [Cancellation Intercept](/docs/support/admin-portal/what-is-retention/what-is-the-cancellation-intercept.md)

An optional message shown the moment a customer clicks Cancel, before they ever reach the reasons list. Add an image or video, a headline, and body copy to make one more case for staying.

***

*Related articles:*

* [*Cancel Reasons & Actions*](/docs/support/admin-portal/what-is-retention/cancel-reasons-and-actions.md)
* [*What is the Cancellation Intercept?*](/docs/support/admin-portal/what-is-retention/what-is-the-cancellation-intercept.md)


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