G-Plans Doubles Customer Lifetime Value After Switching From Klaviyo to Maestra

Challenges

To increase LTV, G-Plans needed real-time personalization across multiple customer segments. However, Klaviyo lacked the flexibility to even separate communications between new and repeat customers, making true personalization nearly impossible.

Solutions

Launched personalized flows across email, SMS, and mobile push. Among the key flows introduced were retention and re-engagement flows, refill reminders.

Integrated with:

Django-based website, Android and iOS Apps

Results

2 times growth of lifetime value (LTV) in a year

Switched to Maestra from:

Klaviyo

March 10, 2025

Results

2 times
growth of lifetime value (LTV) in a year

Testimonial

Jon Powell

Head of Experimentation and Conversion Rate Optimization at G-Plans

Profile

Switching from Klaviyo to Maestra was like going from MS Paint to Photoshop: you get almost unlimited customization. Every customer action is reflected in their profile in real-time, and we can use that data to personalize every campaign.

But the real game-changer? Maestra’s customer service. Anytime we needed a feature, their team was like 'We’ll make it happen'. Having direct access to them via Slack has been the most helpful thing in the world

With this level of personalization, we doubled our customer LTV. As a bonus, our marketing costs went down since Maestra offers more flexible pricing—unlike Klaviyo, which gets expensive with our 7 million customers.

Example of Customer Journey Improvement

One of the biggest transformations G-Plans achieved with Maestra was improving the refill process.

Before switching, their system couldn’t reliably distinguish new customers from returning ones. Although G-Plans’ internal database contained rich details—such as each customer’s funnel stage, past appointments, diet, and preferences—Klaviyo couldn’t handle most of this data. Only the most essential information made it through, forcing them to simplify key processes across the board. This impacted refills as well: even customers who had been in the program for months had to go through the same lengthy appointment workflow.

With Maestra, that changed. There are no limits on how much customer data you can use, so G-Plans can now group customers in real time, personalize communications across email, mobile, and SMS, and automatically adapt the experience based on customer history.

Now, returning customers skip the doctor’s appointment altogether—clinicians can approve refills the same day. It’s a smoother, faster process that saves time for both customers and the care team.