Devil’s Advocate: Are One-Time Payments Actually Better Than Subscriptions?

Let’s talk about something that’s borderline heresy in the online business world: Ditching the subscription model.

Don’t get me wrong – I LOVE LOVE LOVE recurring payments. And I do everything I can to build out as many of them as possible in my own business.

But years ago, I read that Warren Buffet made his vast fortune by zigging when everyone else was zagging. That’s why every now and then I play devil’s advocate.

We’ve been sold the dream of Monthly Recurring Revenue (MRR) as the holy grail — predictable income, scalable growth, freedom from the feast-or-famine cycle. And yes, subscriptions can deliver all of that. But here’s the hard truth most marketers are ignoring:

Customers are sick of subscriptions.

They’re tired of monthly charges stacking up like digital clutter. There are now apps that exist solely to cancel unwanted subscriptions — and that tells you everything you need to know.

So the question isn’t whether subscriptions work. It’s whether they’re still the best model for your business, right now. And increasingly, the answer might be no.

The Case Against Subscriptions: What Nobody Wants to Admit

Subscription models seem like the smart play — until they quietly start working against you.

• Cancelation friction kills trust. Ever tried to cancel something and ended up in digital customer service hell? So have your customers. And they remember it.
• Subscription fatigue is real. Netflix, Spotify, Dropbox, meal kits, SaaS tools… people are overwhelmed. Your offer might be amazing, but if it looks like “just another charge,” you’ve already lost them.
• Churn is a treadmill. When a customer cancels, your recurring revenue vanishes — and you’re back to hustling for the next sign-up.
• Short-term LTV is often lower than you think. If your $10/month subscriber cancels after 3 months, you’ve made $30. A one-time $79 sale beats that instantly.

In other words: Subscriptions aren’t the problem — but the assumption that they’re always better? That’s dangerous.

Why One-Time Payments Might Be the Smarter Move

Here’s why one-time offers are making a serious comeback — and why many businesses are seeing higher profits and happier customers as a result:

• People want closure. Paying once and being done? That’s peace of mind. No surprise bills. No forgotten subscriptions. Just value delivered, up front.
• Higher cash upfront = faster growth. A $149 lifetime deal can beat a $20/month offer in real revenue — especially when churn hits fast.
• Easier upsells, easier trust. When someone buys once and is satisfied, you’ve earned credibility. That makes it easier to sell upgrades, extensions, or higher-tier products — no more begging churned subscribers to come back.

And here’s the kicker: you can still make recurring revenue — without recurring billing. Create a suite of complementary offers that customers come back for when they’re ready, not because they’re locked in.

Want the Best of Both Worlds? Give Customers a Choice

Offering both a subscription and a one-time purchase option is like unlocking a cheat code in your pricing strategy.

• Some customers prefer a smaller monthly payment.
• Others want to pay once, own it, and never think about it again.

Give them the option — and let the data tell you what works best.

Benefits of offering both models:

• Higher conversions: You remove buyer resistance by meeting customers where they are financially.
• Better cash flow: One-time payments bring in revenue fast. Subscriptions offer stability. Together, they balance each other.
• Reduced churn: Customers who choose a model are more committed than those who feel forced into one.
• Increased trust: One-time payments show transparency and respect for the buyer. That builds long-term goodwill.

This isn’t just a theory. Brands like Loom, Notion, and even Adobe are now offering both pricing models — and seeing serious growth from letting users decide.

Test, Measure, and Adapt: The Real Power Move

Still not sure which pricing model is right for your audience? Good. That means you’re thinking like a strategist.

The answer isn’t “subscriptions are bad” or “one-time payments are better.” It’s: Test both. Track what works. Iterate fast.

Run A/B pricing experiments. Offer bundles. Use surveys and heatmaps. Look at churn, refund rates, and long-term customer value. Let real data, not dogma, guide you.

Final Thought: Subscriptions Sell Consistency. One-Time Payments Sell Certainty.

The real magic isn’t in the payment model — it’s in aligning with what your customers actually want.

If they’re tired of being nickel-and-dimed, let them pay once and breathe easy. If they prefer flexibility, offer monthly access. And if you’re smart, offer both — and position yourself as the brand that understands modern buyers better than anyone else.

Stop assuming subscriptions are always the goal.
Sometimes, giving customers a clean break is the clearest path to profit.