Status: nothing has been sent to members yet. We confirm everything at the team meeting on Tuesday 20 October, then send. Please add your feedback before then.
New pricing + Skool ads plan
We've lost more than half our members in a year. This plan does three things: keeps the members we have, gets more people joining, and charges new members what we're worth.
3,723 → 1,689
members, Oct 2025 → now
~120
joining a month (was ~350)
~10%
leaving each month
$35 → $49
new members only
We've been shrinking for a year
Fewer people are joining and more are leaving than joining. Since March we lose about 220 a month and gain about 120.
JoinedLeft
Members joining and leaving each month, from TFW's Skool dashboard. October 2026 is the first 14 days only.
Fewer joining
−67%
About 350 a month from Oct to Jan, down to about 115 a month since April.
Winter wave
2,007 left
Nov–Jan we lost about 20% of members each month. Since March it's about 10%.
September spike
130 annual
Of 289 who left in September, 130 were annual members whose yearly renewal fell mid-month. Monthly losses were flat: 147 in Aug, 147 in Sep.
At today's rates (~120 joining, ~10% leaving) we level off at about 1,200 members. To hold at 1,700 we need about 170 joining a month, or cut monthly losses to about 7%.
Fix the leak first
Keeping members is our biggest lever. Every member who stays is worth $35 every month. We don't yet know why people leave, so step one is asking.
Reach the 131 members already set to cancel. Skool shows them leaving when their paid month ends. A personal message from an educator before then, offering to keep $35 for life, can save some.
Ask why. Add one question to the win-back message we already send everyone who cancels: "What's the main reason you're leaving?" We can't fix what we can't see.
Tell current members their $35 is locked for life, as long as they stay. If they cancel and come back later, it's $49. That's a reason to stay.
Save failed payments: we're adding emails. About 115 members a month now hit a declined card. Roughly 55% of monthly members fix it after our Skool DM. We're adding email to the card-declined message to save more of the rest.
Win the first 60 days. New members leave most often early. Anyone who hasn't joined an onboarding call or posted by day 14 gets a personal nudge.
Push the annual plan (3 months free) to members who are engaged. Annual members can't leave month to month.
Remind annual members before they renew. 130 annual members ($350/year) left in one week in mid-September. Send a reminder 2 weeks before renewal, and a win-back message if they don't renew.
Eve is great. Let's keep Skool busy too.
We're moving members onto Eve, and it's helping: daily briefings, answers any time, 148 member logins this month. The risk is that questions people used to post in Skool now go to Eve privately.
Why Skool activity matters
Skool ranks groups on real member activity, and that ranking drives our free Discovery traffic and ads. Posts and replies are also what make a community feel alive and keep people paying.
Make Eve feed Skool
Eve nudges members to share wins and charts in Skool. Post the daily briefing as a Skool thread each morning. Turn common Eve questions into weekly discussion posts.
Our Skool engagement is 61% today. We check it every month as Eve rolls out. If it drops, we adjust.
Ideas to get members posting in Skool
Start with the three marked "Start here": cheap, automatic once set up, and they hit the first month and the daily habit.
Start hereLevel-up unlockReach Level 3 in your first month and a bonus classroom module unlocks, like the educators' favourite setups. Skool does this automatically. Monthly prize draw for a free month among everyone who hits it.
Start hereDaily briefing threadEve posts the daily briefing in Skool each morning. Members reply with their plan in Jenn's "Longs IF / Shorts IF" format. A daily reason to show up.
Start hereEvery post gets an educator replyAn educator answers every post within 24 hours. Attention is what makes people post again.
CompetitionTrade of the MonthPost a trade from an alert or your own plan. Judged on process: entry reason, stop, risk and what you learned. A well-managed loss can win. Not judged on profit.
CompetitionShow us how Eve helpedMembers post what they asked Eve, their chart, and what they did next. Their voice in Skool, Eve gets the credit.
Eve change"Share to Skool" button in EveOne tap after a useful answer or briefing copies a short post and opens the right Skool category.
Eve changeEve sends people to SkoolFor questions others would value, Eve says: "Great question. Post it in Tech Questions, Jenn answers there every Tuesday."
WeeklyTop 5 Eve questions of the weekAnonymised, with an educator's take. Members see they're not the only one asking.
PremiumA thread for every trade signal"How did you manage this one?" Discussion about trade management, not just copying the trade.
MonthlyContributor shout-outName the top 5 on the Skool leaderboard in the newsletter and a Skool post.
Win back recent leavers, fast
We focus on the ~630 members who left in the last 3 months (620+ have an email address). They still remember us, so a message feels natural rather than out of the blue.
Email them now: "Prices are going up soon. Rejoin this week and keep today's rate for life."
Why not all ~2,000 who left this year? Many left long ago. Emailing them out of the blue risks spam complaints and unsubscribes, which hurt delivery for every TFW email. Older leavers can come back through the normal newsletter instead.
Also: signups dropped by two-thirds after January. Did ads or a promotion stop then? Knowing that tells us what to restart.
The messages we're sending
Every billing and win-back message now carries the same hook: prices are going up soon, and members who stay keep today's rate for life. Drafts for review, nothing sent yet.
Similar trading groups on Skool charge $47–$99 a month. We give more than most: 4 educators, forex, futures & crypto, swing and scalping, Eve, daily briefings, mindset coaching, the book club, live calls and support.
VWAP Traders / Volpro / TDGdaily live rooms
$99
The Chart Labwomen only · 77 members
$99
Swing Trading Desk364 members
$79
Tom Camp Trading Academy1.3k members · rising to $79
$59
Trading Bootcamp1.7k members
$50
SUPERTRADERS / Midas Touch
$47–49
TFW Standard1.6k members
$35
Her First Trade / Trading For The Girlieswomen only · ~100 members each
$29
Monthly prices from Skool's own trading and women's trading search, 14 Oct 2026. TFW Premium is $70.
The plan
New prices for new members only. Everyone already in keeps their price for life while they stay. These are proposed prices: the final numbers and the date are still to be confirmed. Member messages say "likely $49/month or more".
Standard
$35$49/month
Mid-market, and still below the $59–$99 groups.
Premium
$70$89/month
Or $99 with the TFW Indicator included.
Annual
$315$441/year
9× monthly, so 3 months free, same as today. Premium annual: $630 → $801.
How we chose these prices
Plan
New price
Why
Standard
$49/month
Similar Skool trading groups with live calls charge $47–50 (Trading Bootcamp $50, SUPERTRADERS $49, Midas Touch $47). We give more than they do. $45 is the cautious option if we want a smaller jump while signups are weak.
Premium
$89/month, or $99 with the Indicator
Keeps Premium about $40 above Standard and under the $99 daily-live-room groups. Bundling the $25 Indicator at $99 makes Premium an easy yes rather than just a higher price.
Annual
$441/year (Premium $801)
Today's annual is 9× monthly, so 3 months free ($315 Standard, $630 Premium). Keeping that ratio at the new prices gives $441 and $801. Members on older annual prices ($350, $385, $700) keep what they pay.
These are based on what similar groups charge, not on a test with our own members. That's why the reversal rule below is part of the decision, and why we watch signups weekly for the first two months.
Launch it with a deadline: "Join before [date] to lock in $35 for life." Tom Camp Trading Academy uses the same play on Skool. Indicator stays at $25/month.
Skool ads: already working for us
Skool runs Facebook and Instagram ads for us and pays for them. We're at Level 3 of 4 with 8 ads live. Skool keeps 30% of what the members it brings us pay. That was 14 members last month.
Giving Skool 40% instead of 30% buys more traffic. We only need 3 extra members a month for it to pay for itself. Never go to 50%+: the numbers don't work.
Change the price first. Keep Skool at 30% for 30–60 days so we see what the price alone does.
Then test 40% for 60 days. Keep it if Skool signups beat the new baseline by more than 3 a month. Otherwise go back to 30%.
Aim for Level 4 (up to ~$10k/day of Skool ad spend): 10,000 about-page visitors and 30 Skool signups a month. We're at 3,748 and 14.
Ask Skool support before step 2 (copy and send):
"Hi Skool team, a quick question about Growth Boost for skool.com/trading-for-women. We're at 30% and thinking of moving to 40%.
Would 40% apply only to members who join after the change, or also to members Skool has already referred to us?
Is the % taken on every monthly payment for as long as a referred member stays, or only the first payment?
If we lower it again later, which members does that apply to?
Thanks!"
If the answer to 1 is "all referred members", we stay at 30%.
Facebook warms them up. Skool closes.
This is already how we work: the free Facebook group warms people up with intro calls and daily posts, and the join link goes to the Skool about page. Keep it that way.
Socials + websiteTikTok, Instagram, tfwglobal.com
→
Free Facebook groupIntro calls, daily posts
→
Skool about pageEvery visit counts toward our ad level
→
Joins TFW$49 Standard or $89 Premium
↑ also fed by
Skool's own adsFacebook + Instagram · Skool pays · keeps 30% of fee
Members we bring in ourselves don't pay Skool's 30% cut. Only the ones Skool's own ads bring in do.
Will we lose signups?
Probably a few, but we still come out ahead. At $49 we can lose up to 28% of new signups before we earn less from new members.
Scenario (last 30 days)
Signups
New revenue / month
Today at $35
118
$4,130
$49, 15% fewer signups
100
$4,900
$49, 20% fewer signups
94
$4,606
$49, 28% fewer (break-even)
85
$4,165
Every member Skool brings us is worth $34.30 after its cut, up from $24.50.
Existing members don't change, so no backlash and no cancellations from the switch.
The 15–20% drop is an estimate. We don't yet know how our signups respond to price, so we've set a rule for reversing it.
Is a price rise smart while we're shrinking?
Yes, if we do it alongside the retention work, not instead of it.
Why it helps
Current members don't pay more, so it can't push them out. The "locked at $35 while you stay" message gives them a reason not to cancel. Each new member brings in 40% more.
The risk
Joining is already our weak spot. A higher price could cut it further. The price rise earns more per member; it doesn't stop the shrinking. Keeping members does.
When we'd change course
If signups fall
More than 25% down for 2 months in a row → go back to $39–45.
If signups hold
Look at $59 for new members in 6 months.
Track every month
Members joining, members leaving, and the top cancel reasons. Goal: losses under 7% a month by spring.
Indicator: 20% win-back offer
When an indicator customer ($25/month) cancels or their card fails, our follow-up was weak or broken. The team decides on Tuesday whether we run the 20% "come back" offer. Nothing with a discount is live yet.
Broken offer
302
cancelled customers got the 20% email between May and October, but its button didn't work. Zero redemptions ever.
Too late
Day 30
The offer arrives a month after access ends. Nothing tries to keep someone when they click Cancel.
Too many emails
8–10
Some customers with a failing card got this many emails in two weeks, from two systems at once.
The sequences: today vs proposed
20% offer (proposed)Problem todayOther step
Days after the customer clicks Cancel, or after the first failed payment. Example timing: access ends 8 days after cancelling (the grey dot on day 8). Card-failure emails go to updating the card only, no discount while the card is failing.
Already fixed and live
The broken button now works (monthly checkout with code COMEBACK20 filled in, valid 7 days).
A daily check of all 16 indicator emails catches dead links and broken checkouts.
Card-failure emails now start once per failed payment, not on every retry.
The new 5-video training guide is in the indicator emails (no discount), plus an annual option at full price ($199/year).
Approve the 20% email (monthly $20 / annual $159.20). Is 20% off annual OK on margin?
Send the apology with the working link: all 227 safe recipients, or only recent cancellations (65 since July)?
Show the 20% offer when someone clicks Cancel in Stripe, and what to call it ("20% off for as long as you stay").
A "stay & save" email 3 days after they click Cancel, while they still have access.
Timing: offer 3 days after access ends (not 30). Card-failure emails on days 0, 3, 7 and 11.
Who answers replies from returning customers (Sam?).
Nobody who is currently subscribed, or might be a duplicate subscriber, gets a discount. No revenue claims yet: the offer has never worked, so there's no data.
To decide on Tuesday
Everything below is built and ready. These are the calls we need to make as a team.
Final new prices and the date they change. Proposed: $49 Standard, $89 Premium (or $99 with the Indicator), $441 annual. Messages currently say "likely $49/month or more".
Go-ahead to send: the win-back email to ~630 recent leavers, the message to the 131 members set to cancel, and switching on the declined-card and cancellation emails.
About page wording: soften "profitable trader", "make money from home" and "real results" before Skool's ads use them.
Which 3 engagement ideas to start first (suggested: level-up unlock, daily briefing thread, educator replies).
Indicator 20% win-back: approve the offer, the apology resend, and the Cancel-button offer (details in the Indicator section above).
Older annual members on $350/$385 while new annual is $315: leave as is, or offer them today's rate.
Who's doing what
Message the 131 members set to cancel before their month ends. Christian
Post the daily briefing in Skool, and invite members to share wins there. Christian
Put the Skool link in every social bio, next to the Facebook group link. Amanda, Jenn, Jemma & Corinne
Set the lock-in deadline and announce the price change. Amanda, Jenn, Jemma & Corinne
Add the one-question cancel survey. Christian or Sam
Ask long-term members for written reviews. They now show first on our Skool page. Sam or Neha
Send Skool the Growth Boost questions above (new members only, or all referred members?). Sam or Neha
Soften the about page wording before Skool's ads use it: "become a profitable trader" → "a confident, consistent trader", "make money from home" → "learn to trade from home", "real results" → "real support". To decide
Existing members keep their price
All memberships (Standard and Premium) are billed through Skool. The website just sends people there. Skool keeps existing members on the price they already pay when we change it (Skool help). Someone who cancels and rejoins pays the new price.
Next annual renewal wave: December
Skool shows each member's renewal date. 96 annual members renew in December and 60 in January. Renewal reminders need to be live by mid-November.
Live team feedback
Everything the team posts appears here as it comes in. Use the Comment buttons on each section, or the Team feedback button.