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Pledge 02 · Leaving

Leaving takes two steps.

A business that trusts its product doesn’t need to trap anyone. Members make saying no, unsubscribing, cancelling and deleting as easy as saying yes.

12Two steps, online, and you’re out
01

The tricks we rule out

Designers call them dark patterns. Customers just call them annoying.

01
Hidden exits
Cancel buttons buried in settings, or only available by phone during office hours.
02
Confirmshaming
“No thanks, I don’t like saving money.” Guilt as a design pattern.
03
Pre-ticked boxes
Consent that was never really given, because the box was ticked already.
04
Endless “are you sure?”
Loops of offers and warnings between a customer and the exit.
The pledge
Saying no is as easy as saying yes.

Cancelling happens online, from the account page, in two steps or fewer after signing in. No required call or chat, and confirmation arrives by email at once. Accounts can be deleted online. Choices are never pre-selected, and nobody is guilt-tripped or looped on the way out.

Fineinside the line
One polite, optional question about why someone is leaving.
A single, clear retention offer, shown once and easy to skip.
Confirming a cancellation by email so the customer has a record.
Reminding people before a free trial turns into a paid plan.
Neveroutside it
Cancelling only by phone, chat or email when signing up happened online.
Pre-ticked consent or marketing boxes.
Guilt-trip wording, fake countdowns or false scarcity.
“Reject” hidden behind extra clicks when “accept” takes one.
02

The step counter

Joining can take longer: it needs a card and an address. Leaving can’t: it happens online and never takes more than two steps.

What
Way in
Way out
Newsletter
1 click to subscribe
1 click to unsubscribe
Subscription
Plan, card and address to start
Two steps or fewer to cancel, online
Account
Email and password to create
Delete online. Confirming your password is fine.
Cookie or consent choice
“Accept” in one tap
“Reject” in one tap, just as visible
03

How we check

Leaving is a signed pledge, and at review we ask for screenshots of the cancellation flow. When a concern is reported, we go through the member’s real journeys as a customer would, count the steps and check the wording.

This page is general information, not legal advice.
04

Questions

Can we still try to keep a customer?
Yes, once. One clear offer or one optional question is fine. A maze isn’t.
Does this apply to B2B contracts?
Contract terms can have notice periods. The rule is about the mechanics: giving notice happens online, in two steps, with a confirmation.
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Nothing to hide at the exit?

Show it. Membership tells customers they can always leave easily, so they’re more willing to join.

Apply to joinTake the self-check