The Problem
Silver/Gold/Platinum was a useful framework in 2005. Today, it masks the 11+ behavioural states members actually move through — Champions, Loyal, Potential Loyalists, At-Risk, Hibernating, New, One-Timers, Window Shoppers and so on. Generic tiers waste spend on the wrong audiences.
The Fundle Approach
Fundle creates and continuously updates 11+ behavioural micro-segments using RFM scoring plus a multi-dimensional clustering model on 200+ behavioural signals. Migration between cohorts is tracked daily, and every campaign can target a cohort or a custom combination.
Core capabilities
Everything you need, native — not stitched together from three vendors.
Auto RFM quintile scoring
11+ live behavioural micro-segments
Cohort migration tracking (week-over-week)
Custom cohort builder (drag-and-drop)
Predictive cohorts: "about to churn", "about to upgrade"
Cohort vs cohort comparison reports
Activation: publish any cohort to WhatsApp/Push/SMS/ad platforms
In production
"About to Churn" alert
Members who downgrade to At-Risk this week get an automatic win-back journey.
New-cohort onboarding
Members in the first 30 days get a tailored 5-step nurture sequence.
Frequently asked questions
How is this different from traditional RFM?
RFM gives a static three-letter score. Fundle uses RFM as one of 200+ inputs to a behavioural clustering model that learns from outcomes.