Subi

What Subi does

Subi is a Shopify-native Relationship Commerce Platform that unifies subscriptions, memberships, subscription boxes/bundles, and loyalty programs into a single application built directly on Shopify's Subscription/Selling Plans API. Founded in 2021 inside parent company Hengam (founded 2020) and headquartered in Richmond in the Greater Vancouver Area, Canada, the platform serves over 9,000 direct-to-consumer Shopify merchants ranging from small boutique brands to multi-store operations, and has processed over $105M in cumulative GMV while maintaining a 4.9-star rating across 721-723 reviews on the Shopify App Store. The product surface includes four core modules — Subscribe & Save, Membership, Bundle, and Loyalty Program — supplemented by operational features such as a hosted passwordless customer portal (portal.subi.co), an embedded customer-account extension for Shopify's New Customer Accounts, a public API (api.subi.co), Smart Cancel Flows, Smart Payment Recovery, configurable upsell rules, multi-currency billing, and Shopify Flow integration.

The technology stack is built natively on Shopify's Selling Plans API, allowing direct integration with Shopify checkout, customer records, and payment processing rather than third-party billing workarounds. Distribution combines a product-led growth motion on the Shopify App Store (self-serve install, free trial) with a sales-assisted motion for enterprise migrations from competitors including Recharge, Loop, Bold, and Skio. Go-to-market is reinforced by an ecosystem of 190+ affiliates, registered and premier-tier agency partners, and 38 technology partners that have produced 180+ partner installs. Subi operates a tiered SaaS subscription revenue model (Pro and Plus plans referenced, with public pricing not disclosed), a 30-day money-back guarantee, and a zero-subscriber guarantee, and runs a 40-person international team distributed across three countries.

Name

Subi

Legal name

Hengam

Website

https://subi.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Subi is a Shopify-native Relationship Commerce Platform unifying subscriptions, memberships, subscription boxes, and loyalty programs for over 9,000 direct-to-consumer Shopify merchants, processing $105M+ in GMV.

Ownership category

akta.pro rank

Product category

Shopify Subscription Management Software

akta.pro primary industry

Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Shopify subscription app
• Subscription management software
• Recurring billing platform
• Membership management software
• Customer retention software

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription: Subi operates as a SaaS platform charging Shopify merchants a recurring subscription fee for access to its subscription, membership, bundle, and loyalty program tools. Pricing is tiered (Pro, Plus plans mentioned) with billing monthly or annually. The platform processes GMV on behalf of merchants but does not take a cut of that GMV.
2. Affiliate Commission: Subi pays affiliates a recurring commission for each merchant who installs and subscribes to a qualifying plan through their referral link.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Subi is a Relationship Commerce Platform built natively on Shopify that enables merchants to launch and manage subscription, membership, bundle, and loyalty programs. It provides Subscribe & Save, Membership, Bundle, and Loyalty products alongside a hosted customer portal, customer account extension, and a public API for custom integrations.

Product overview

Subi is a Relationship Commerce Platform for Shopify that unifies four core product modules: Subscribe & Save (recurring subscription plans with flexible billing), Membership (tiered membership programs with exclusive access), Bundle (subscription boxes including fixed bundles, build-a-box, and mystery boxes), and Loyalty Program (custom point rewards synced with subscriptions). The platform provides comprehensive subscription management including customer portals (hosted and embedded), Smart Cancel Flows for retention, analytics, customizable email templates, upsell capabilities, cart drawer widgets, and Smart Payment Recovery. Subi integrates natively with Shopify and 15+ third-party tools including Klaviyo, Mailchimp, Shopify Flow, Rebuy, Fast Bundle, and Givy. The platform is built by Hengam (founded 2020) and powers over 9,000 Shopify brands with $105M+ GMV processed.

Differentiator

Problem solved

Functional benefit

Products and services

• Subi Platform All-in-one SaaS platform that runs on Shopify, giving merchants the ability to launch Subscribe & Save, Membership, Bundle, and Loyalty programs from a single app, with a hosted customer portal, customer account extension, public API, smart payment recovery, and smart cancel flow capabilities.
• Subscribe & Save Product module that lets Shopify merchants offer recurring Subscribe & Save orders to customers, configurable through native Shopify subscription tools.
• Membership Module that enables Shopify merchants to create and manage paid membership programs for their customers, including access controls and member benefits.
• Bundle Module that lets Shopify merchants create, price, and sell curated product bundles to drive average order value.
• Loyalty Program Module that enables Shopify merchants to run branded loyalty and rewards programs to retain customers and drive repeat purchases.
• Migration Services White-glove onboarding service in which Subi's team migrates a merchant's existing subscriptions from another platform into Subi.

Quantifiable outcome

• Merchants grow recurring revenue by 250% in 6 months
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature15 records

Partnerships

Ten partnerships are on record, tiered core.

• KlaviyocoreTechnology or IntegrationKlaviyo is integrated with Subi for email and SMS marketing automation. Subi's Shopify Flow integration supports sending subscription data events to Klaviyo for targeted email campaigns based on subscription status, product, and customer tags.
• Shopify FlowcoreTechnology or IntegrationShopify Flow integration enables event-based automation for subscription contracts. Triggers include subscription contract creation, payment failure, and order creation. Actions include customer tagging, staff email notifications, and order date tagging.
• MailchimpcoreTechnology or IntegrationMailchimp integrates with Subi via Shopify's tag mapper and interest groups. Subi automated tags (Subi subscriber, Has Active subscription, etc.) sync to Mailchimp audiences for targeted email campaigns and segmentation.
• Rebuy Smart CartcoreTechnology or IntegrationRebuy Smart Cart reads Shopify Selling Plans (created by Subi) and displays subscription options, discounts, and frequency selectors inside the Rebuy cart drawer. Integration works through Shopify's native Selling Plans API with no direct API needed.
• Fast Bundle ProductcoreTechnology or IntegrationFast Bundle integrates with Subi to enable subscription bundles: Volume Discount, Product Mix & Match, and Buy X Get Y offers. All products in a subscription bundle must share the same selling plan frequency.
• Shopify CustomerscoreTechnology or IntegrationSubi automatically syncs subscriber profiles to Shopify's native customer list. Subscribers are flagged with Subi tags and visible in the Shopify Customers section alongside one-time purchase data.
• Affiliate PartnerscoreGTM or Marketing PartnerBloggers, YouTubers, educators, web developers, social media influencers, and media networks earn recurring commission for each Shopify merchant who installs Subi through their unique referral link. 190+ affiliates enrolled, 210+ installs from affiliate referrals.
• Agency PartnerscoreImplementation/ SI/ Consulting PartnerTwo tiers: Registered Partner (for early-stage partners with client success, enabling co-marketing and core resources) and Premier Partner (for proven partners with priority leads, deeper GTM collaboration, and exclusive growth incentives).
• Tech PartnerscoreTechnology or Integration38 app partners have integrated with Subi, generating 180+ partner installs. Partners include Rebuy, Klaviyo, Mailchimp, Fast Bundle, and others. Subi offers implementation-ready subscription workflows, stable APIs, partner support channel, and co-marketing opportunities through the integration directory.
• HengamcoreOthersHengam is the parent company of Subi, founded in 2020. Subi was born in 2021 inside Hengam in response to Shopify's Subscription API launch. Hengam owns Subi along with other Shopify apps (Notify me! Back in stock alerts, Discounted Pricing and Sales).

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Shopify: Owner of the underlying Shopify Subscription API and the App Store distribution channel. Shopify's own native subscription, bundle, and membership features represent both the platform Subi depends on and its largest competitive threat as Shopify continues to add first-party functionality.

Emerging players

• Smile.io: Leading Shopify loyalty and rewards app, listed as a Subi tech partner. Smile overlaps with Subi's Loyalty Program module and is a frequent substitute or complement for merchants deciding where to spend their loyalty budget.
• LoyaltyLion: Shopify-focused loyalty and retention platform with points, referrals, and VIP tiers. LoyaltyLion competes most directly with Subi's Loyalty Program module and serves the same DTC customer base.

Direct peers

• Loop Subscriptions: Shopify-native subscription management platform offering flexible billing, churn tools, and migration services. Loop is one of the four incumbents Subi targets for migration and competes for the same Shopify merchant base across Subscribe & Save, bundles, and member experiences.
• Stay AI: AI-powered subscription and loyalty platform for Shopify, combining recurring billing with retention tools. Stay AI overlaps with Subi's full Relationship Commerce thesis (subscriptions + loyalty) and is a relevant feature-for-feature competitor in the same Shopify ecosystem.
• Recharge: Market-leading subscription management app for Shopify, with merchant-facing tools for recurring billing, customer portals, and churn reduction. Subi explicitly positions its white-glove migration offering against Recharge, making it the most direct head-to-head competitor.
• Seal Subscriptions: Shopify subscription app emphasizing flexible pay-as-you-go, prepaid, and bundle plans with a developer-friendly API. Seal targets similar use cases (Subscribe & Save, bundles) and is a relevant emerging competitor in the same merchant segment.
• Skio: Shopify subscription app focused on passwordless customer portals, swap/skip flows, and migration from Recharge. Skio is another named migration target for Subi and serves the same DTC and supplement verticals with overlapping feature sets.
• Bold Subscriptions: Long-standing Shopify subscription app from Bold Commerce offering recurring billing, product bundles, and tiered memberships. Bold is named in Subi's migration funnel and competes head-to-head across subscription, bundle, and membership use cases on Shopify.
• Appstle: Shopify subscription, membership, and loyalty app with a broad feature set. Appstle competes directly with Subi across Subscribe & Save, memberships, and loyalty rewards, and is a typical point of comparison for mid-market Shopify merchants evaluating subscription platforms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Subi_App
• YouTubeyoutube.com/@Subi_App
• Facebookfacebook.com/people/Subi/61567403284242
• LinkedInlinkedin.com/company/subiglobal
• Instagraminstagram.com/subi_app

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Subi