About 20 years ago, when I bought my first mobile phone, it was compulsory to take out an insurance policy alongside.

I signed up of course.

15 years later, I was digging around, looking at direct debits going out of my bank account.  It turned out I was still paying a monthly fee to insure a phone I’d long since ceased to own.

Unlike normal insurance, I got no reminders, no renewal letters, the direct debit never referenced what it was for.   In fact when I checked with the bank, the company taking payment had ceased to trade (which did make me wonder where the money was going).

Being in it for the long run is a great mindset to have when signing up a client, but only when the value goes both ways.

The people you serve want to be enrolled, not press-ganged.