When brands think about retention, they often reach for the obvious levers: discounts, loyalty points, or perks. But these are short-term incentives. They drive the next purchase, not necessarily the next year of loyalty.
There’s a more sustainable way to keep customers: teach them how to succeed.
Hubspot academy
HubSpot is a standout example. They didn’t stop at building marketing and sales software. They went further and created HubSpot Academy; a free online learning platform with certifications, tutorials, and full training tracks.
Through the Academy, customers learn how to generate leads, nurture relationships, close sales, and measure ROI. In other words, HubSpot isn’t just selling a product, they’re teaching you how to be better at your job.
This investment in education pays off in a big way. Customers who engage with HubSpot Academy don’t just use the platform, they understand it, master it, and integrate it into their daily workflows. And once a tool becomes part of how you work, leaving it feels impossible.
Why it works
Churn often happens because customers don’t see value quickly enough. Education eliminates that risk. The more skilled a user becomes, the more value they extract, and the less likely they are to leave.
Education also creates evangelists. A marketer who gets certified in HubSpot doesn’t just use the platform, they add it to their resume, recommend it to peers, and advocate for it inside their company. The brand isn’t just a tool; it becomes part of their professional identity.
The takeaway
If you want customers to stick, teach them how to win.
Retention isn’t only about the product. It’s about giving people the skills and knowledge to unlock its full value. Educated customers stay longer, spend more, and bring others with them, because success is the strongest form of loyalty.