Swish (formerly Wishlist King) vs. GemFind Jewelry WishlistⓇ: An In-Depth Comparison

Introduction

Navigating the Shopify App Store to select the right tools for an online store can be a complex endeavor. Each app promises to enhance specific aspects of the customer journey, but discerning which truly delivers on its claims and aligns with a merchant's strategic goals requires careful consideration. The challenge often lies in sifting through numerous options to identify solutions that not Pre-order itemsonly fit current needs but also scale effectively without introducing undue operational overhead.

Short answer: Swish (formerly Wishlist King) offers a robust, feature-rich wishlist solution with advanced analytics and integrations, suitable for growing stores prioritizing deep customization and marketing automation. GemFind Jewelry WishlistⓇ provides a more specialized, tiered approach to wishlists, potentially appealing to smaller stores or those with very specific product quantity requirements, particularly within the jewelry niche. Ultimately, the choice depends on feature depth, integration needs, budget, and the specific stage of a store’s growth, with integrated platforms often offering a more unified approach to customer retention.

This post aims to provide an objective, detailed comparison of two prominent Shopify wishlist applications: Swish (formerly Wishlist King) and GemFind Jewelry WishlistⓇ. By examining their core features, customization capabilities, pricing structures, and overall value, merchants can gain a clearer understanding of each app’s strengths and weaknesses, enabling a more informed decision for their e-commerce strategy.

Swish (formerly Wishlist King) vs. GemFind Jewelry WishlistⓇ: At a Glance

Deep Dive Comparison

Core Features and Workflows

The fundamental purpose of a wishlist application is to allow customers to save products they are interested in, facilitating future purchases and providing valuable data to merchants. However, the sophistication and depth of these features can vary significantly.

Swish (formerly Wishlist King)

Swish positions itself as a feature-rich solution designed to unlock additional revenue by enhancing customer engagement. Its core functionality revolves around allowing customers to wishlist items throughout their entire shopping journey, ensuring that desired products are not lost to browsing sessions. The app’s strength lies in its ability to leverage this saved interest. Merchants can drive conversion at opportune moments through highly personalized and automated wishlist notifications. This goes beyond simple saving; it's about re-engaging customers with the products they've already expressed interest in. The provision of unlimited wishlists and saved items across all its paid plans indicates a focus on accommodating extensive product catalogs and high customer activity without imposing artificial limits based on usage.

GemFind Jewelry WishlistⓇ

GemFind Jewelry WishlistⓇ offers a straightforward approach to wishlist functionality, emphasizing simplicity and ease of use for customers. Its primary value proposition is enabling customers to collect their favorite items in one place, addressing the common challenge of navigating many products in an online store. The app’s description highlights basic features such as creating wishlists, customer emails, and a watchlist view. A key differentiator for GemFind is its tiered approach to the number of wishlist products a store can offer. The free plan allows up to 50 wishlist products, the Pro plan up to 200, and the Premium plan up to 2,000. This structure suggests it might be better suited for stores with smaller, curated product selections, or those just starting to explore wishlist functionality without a large initial investment. The "Notes and Comments" feature, available only on the Premium plan, offers a layer of personalization for customers, allowing them to add context to their saved items.

Feature Comparison Summary

• Unlimited vs. Tiered Limits: Swish offers unlimited wishlists and saved items on all its paid plans, making it ideal for stores with large inventories or high customer engagement. GemFind, in contrast, enforces strict tiers based on the number of wishlist products, which could become a limitation as a store grows or if customers save many items.
• Notification Automation: Swish explicitly details "highly personalised + automated Wishlist notifications," suggesting advanced re-engagement capabilities crucial for conversion. GemFind mentions "Customer Emails" and "Email Notification" (Premium plan), which could imply similar functionality but lacks the specific emphasis on personalization and automation seen in Swish's description.
• Customer Personalization: While Swish focuses on personalized notifications, GemFind's "Notes and Comments" feature allows customers to add personal context to their wishlists, which can be a valuable insight for merchants, albeit only on its highest tier.
• Free Setup Service: Swish stands out with its "entirely free setup and customisation service across all plans," indicating a hands-on approach to ensuring seamless integration and optimal performance from day one. GemFind does not specify such a service, leaving setup potentially to the merchant.

Customization and Control

The ability to customize a wishlist app to match a store's branding and aesthetic is critical for maintaining a cohesive user experience. An app that feels integrated rather than tacked on can significantly enhance customer trust and engagement.

Swish (formerly Wishlist King)

Swish emphasizes its "fully customisable" nature, claiming integration "with all themes to seamlessly match your stores aesthetic." This flexibility is bolstered by its "free setup & customisation service," ensuring that the app looks and works perfectly without requiring extensive developer input from the merchant. For brands that prioritize a polished, on-brand appearance and a native feel for all store elements, Swish’s commitment to customization and professional setup is a significant advantage. The mention of "Hydrogen & headless stacks" support in its Shopify Plus plan also signals advanced capabilities for stores running on more complex, custom storefront architectures, indicating a high degree of adaptability.

GemFind Jewelry WishlistⓇ

The description for GemFind Jewelry WishlistⓇ does not explicitly detail customization options beyond the general statement that it "expands your online store features." While any app must inherently integrate with a Shopify theme to function visually, the level of control a merchant has over its appearance (colors, fonts, layout, button styles) is not specified. The lack of a mentioned customization service suggests that merchants might need to handle styling adjustments themselves or rely on basic theme compatibility. For stores with simpler branding needs or less emphasis on bespoke design, this might not be a deal-breaker, but those with stringent brand guidelines may find the options less explicit.

Customization Comparison Summary

• Aesthetic Alignment: Swish explicitly guarantees seamless theme matching and offers a service to ensure it. GemFind's level of aesthetic customization is not specified, potentially requiring more manual effort from the merchant to achieve brand alignment.
• Advanced Storefronts: Swish's support for Hydrogen and headless stacks caters to advanced Shopify Plus merchants, demonstrating a higher level of technical sophistication and control for custom environments. GemFind does not mention support for such advanced setups.
• Developer Support for Customization: Swish’s free setup and customization service removes a common barrier for merchants who may not have in-house development resources or prefer a guided implementation. GemFind does not offer a comparable service.

Pricing Structure and Value for Money

Pricing models significantly influence a merchant's total cost of ownership and the perceived value of an application. Understanding how each app structures its costs in relation to features and scale is essential for making a sustainable choice.

Swish (formerly Wishlist King)

Swish employs a pricing model directly tied to the merchant's existing Shopify plan:

• Basic Shopify: $19 / month
• Shopify: $29 / month
• Advanced Shopify: $49 / month
• Shopify Plus: $99 / month

All plans, except for Shopify Plus, "Includes all features," along with free setup, onboarding, unlimited wishlists, and unlimited sessions. The Shopify Plus plan adds specific exclusives like free white glove onboarding, priority support, a dedicated account manager, and support for Hydrogen & headless stacks. This structure offers a transparent pricing path that scales with the merchant's Shopify subscription level. The value proposition here is that merchants get the full feature set (relevant to their Shopify plan) for a predictable monthly cost, regardless of how many customers use the wishlist or how many items are saved. For stores anticipating significant growth in customer engagement, the "unlimited" aspect across all tiers provides considerable value.

GemFind Jewelry WishlistⓇ

GemFind Jewelry WishlistⓇ adopts a feature- and usage-tiered pricing model:

• Free Plan: Free, allows up to 50 wishlist products, includes customer emails, watchlist view, and monthly reports. Support in 2-3 business days.
• Pro Plan: $49 / month, includes all Starter (Free) plan features, customer list and shared wishlist in CSV, and allows up to 200 wishlist products. Support in 1-2 days.
• Premium Plan: $189 / month, includes all Pro plan features, notes and comments, email notification, and allows up to 2,000 wishlist products. Support in 24 hours.

This model allows merchants to start with a free option and only upgrade as their needs or product catalog grows. The key limitation is the "Create Wishlist Up to X" constraint, which caps the total number of products that can be wishlisted across the entire store, not per customer. This could be a significant bottleneck for stores with large inventories or high customer activity, forcing upgrades sooner than anticipated. The jump from 200 to 2,000 wishlist products for a price increase from $49 to $189 per month is substantial, indicating a steeper cost curve for higher usage.

Pricing and Value Comparison Summary

• Cost Scaling: Swish's costs scale with the Shopify plan, offering consistent features relative to the store's overall operational scale. GemFind's costs scale with the number of wishlistable products, which can lead to unexpected cost increases if a merchant's catalog or customer saving habits expand.
• Feature Availability: Swish provides a comprehensive feature set across most plans, with Plus adding service-level benefits. GemFind gates crucial features like "Notes and Comments" and "Email Notification" behind its highest-priced plan, potentially limiting functionality for lower-tier subscribers.
• Long-term Value: For stores planning for significant growth and extensive product offerings, Swish's unlimited wishlists and consistent feature access on paid plans might offer better long-term value and predictability in terms of a clearer view of total retention-stack costs. GemFind's tiered product limits could become a source of frustration and unexpected expense as a store's product catalog expands.
• Entry Point: GemFind's free plan provides an attractive entry point for very small stores or those wishing to test the waters of wishlist functionality without immediate financial commitment, though with significant limitations. Swish offers a free trial but no perpetual free plan.

Integrations and "Works With" Fit

The ability of a wishlist app to integrate seamlessly with other tools in a merchant's tech stack is crucial for creating a cohesive customer experience and efficient marketing workflows. Data silos and disconnected tools can hinder overall growth.

Swish (formerly Wishlist King)

Swish highlights a robust set of integrations, emphasizing its role within a broader e-commerce ecosystem. It "Integrates with all themes" for seamless aesthetic matching. Beyond this, it works with:

• Checkout
• Hydrogen (for headless commerce)
• Markets (Shopify's internationalization solution)
• Klaviyo (for email marketing automation)
• Customer Accounts
• Search Recommendations
• GA4 (Google Analytics 4 for advanced tracking)
• Meta (for advertising and tracking)

These integrations are critical for leveraging wishlist data. For instance, the Klaviyo integration allows merchants to build targeted email campaigns based on wishlisted items (e.g., "Your wishlisted item is on sale!" or "Back in stock alerts"). GA4 and Meta integrations provide valuable insights for retargeting and understanding customer behavior, enabling data-driven marketing decisions. Support for Hydrogen and headless stacks demonstrates its readiness for modern, high-performance storefronts, which is a significant advantage for capabilities designed for Shopify Plus scaling needs.

GemFind Jewelry WishlistⓇ

The provided data for GemFind Jewelry WishlistⓇ does not explicitly list any third-party app integrations in its "Works With" section. Its description mentions "Shopify Website Development" and "Comprehensive Digital Marketing" as services offered by GemFind itself, implying a focus on its own ecosystem or general Shopify compatibility rather than explicit integrations with popular marketing or analytics platforms like Klaviyo or GA4. While "Customer Emails" and "Email Notification" (Premium) are mentioned, it's not specified if these integrate with existing email service providers or are managed solely within the GemFind app. For merchants relying heavily on an interconnected tech stack for marketing and analytics, the lack of specified integrations could represent a significant limitation.

Integrations Comparison Summary

• Marketing Automation: Swish offers explicit integrations with industry-leading platforms like Klaviyo, GA4, and Meta, enabling sophisticated marketing automation and analytics using wishlist data. GemFind does not specify similar integrations, suggesting a more isolated workflow for wishlist-related communications.
• E-commerce Ecosystem Fit: Swish clearly positions itself as a component within a larger e-commerce ecosystem, supporting Shopify's core functionalities like Checkout, Markets, and Customer Accounts, as well as modern headless architectures. GemFind's integration profile is not detailed, which might mean a more basic, standalone functionality without deeper hooks into other tools.
• Data Flow: Swish's integrations facilitate a seamless flow of data, allowing merchants to unify customer insights and actions across different platforms. The absence of specified integrations for GemFind suggests potential data silos, requiring manual data export (e.g., CSV for customer lists) to be used with other marketing tools.

Analytics and Reporting

Understanding how customers interact with wishlists provides crucial insights into product demand, popular items, and potential conversion opportunities. Robust analytics can inform inventory decisions, marketing campaigns, and product development.

Swish (formerly Wishlist King)

Swish promises to help merchants "Gain meaningful insights with advanced analytics and wishlist curation." This suggests a dashboard or reporting interface that provides more than just raw numbers. While specific metrics are not detailed in the description, "advanced analytics" implies features like identifying popular wishlisted items, understanding customer saving patterns, and potentially tracking conversion rates from wishlists. The integration with GA4 further enhances this, allowing merchants to leverage Google's powerful analytics capabilities to track wishlist interactions within the broader context of their site performance. This level of insight is invaluable for strategic decision-making and optimizing marketing efforts.

GemFind Jewelry WishlistⓇ

GemFind Jewelry WishlistⓇ offers "Statistic Monthly Report" on its Free plan and "Customer list and shared wishlist in CSV" on its Pro plan. The "Statistic Monthly Report" likely provides basic aggregated data such as the total number of wishlists created, items saved, or perhaps popular items. The ability to export customer lists and shared wishlists in CSV format is useful for manual analysis and importing into other systems. However, this approach generally requires more manual effort from the merchant to derive deeper insights compared to a natively integrated "advanced analytics" solution. The description does not mention real-time dashboards, predictive analytics, or direct integrations with external analytics tools beyond manual export capabilities.

Analytics Comparison Summary

• Depth of Insight: Swish's "advanced analytics and wishlist curation" coupled with GA4 integration suggests a more sophisticated approach to understanding customer behavior and optimizing wishlist strategy. GemFind's offerings appear more focused on basic statistical reporting and data export, requiring more manual processing for deeper analysis.
• Actionable Data: Swish's emphasis on "meaningful insights" implies the data is presented in a way that directly supports business decisions, such as identifying products for targeted promotions or inventory adjustments. GemFind provides raw data and reports that merchants would then need to interpret and act upon.

Customer Support Expectations and Reliability Cues

The quality and responsiveness of customer support are critical, especially for apps that are integral to a store's operations. Review volume and ratings offer a strong indication of an app's reliability and developer responsiveness.

Swish (formerly Wishlist King)

Swish has a substantial track record with 272 reviews and a perfect 5-star rating. This high volume of positive feedback strongly indicates reliable performance, effective features, and responsive customer support. Such a consistent rating across a large user base is a powerful trust signal for prospective merchants. Furthermore, Swish explicitly mentions "Free setup and onboarding" for all plans, and for Shopify Plus merchants, it offers "Priority support" and a "Dedicated account manager." This tiered support structure suggests a commitment to ensuring successful implementation and ongoing assistance, with an emphasis on high-touch support for enterprise-level clients. The presence of a dedicated team for setup and customization also proactively addresses potential support needs.

GemFind Jewelry WishlistⓇ

GemFind Jewelry WishlistⓇ has 1 review with a 5-star rating. While the rating is perfect, the extremely low review count means it cannot be considered a strong indicator of widespread reliability or consistent support quality. A single positive review, while encouraging for that individual user, does not provide enough data to establish a general pattern of customer satisfaction or support effectiveness across a diverse user base. The app does specify tiered support response times:

• Free Plan: 2-3 business days
• Pro Plan: 1-2 days
• Premium Plan: 24 Hours

These stated response times are clear, which is helpful for setting expectations. However, the lack of a large body of user feedback makes it difficult to ascertain if these promises are consistently met in practice. Merchants considering GemFind might need to factor in this limited social proof when evaluating potential risks.

Support and Reliability Comparison Summary

• Social Proof and Trust: Swish's high number of positive reviews provides a strong foundation of trust and reliability. GemFind's single review offers very limited social proof, making it harder for new merchants to gauge its long-term performance and support quality.
• Support Service Levels: Swish offers proactive support through free setup and enhanced support for Plus plans. GemFind provides clear response time commitments, but these are tiered and without extensive user validation.
• Proactive vs. Reactive Support: Swish's free setup and customization service is a proactive measure to prevent issues, while GemFind's stated response times focus on addressing issues once they arise.

Performance, Compatibility, and Operational Overhead

The choice of a Shopify app can impact store performance, theme compatibility, and the overall maintenance burden on a merchant's team. It is essential to consider how an app integrates technically and operationally.

Swish (formerly Wishlist King)

Swish is designed for broad compatibility, stating it "Integrates with all themes" to ensure a seamless match with any store's aesthetic. This universal compatibility minimizes the risk of conflicts with existing themes or other apps. Crucially, for high-growth and enterprise merchants, Swish’s Shopify Plus plan explicitly supports "Hydrogen & headless stacks." This indicates an advanced technical architecture capable of operating in modern, performance-optimized e-commerce environments, which are often chosen to reduce load times and provide highly customized front-end experiences. The free setup and customization service also significantly reduces the operational overhead for merchants, as the Swish team handles the technical integration, ensuring optimal performance and functionality from the outset. This commitment means less internal team time spent on initial configuration and troubleshooting.

GemFind Jewelry WishlistⓇ

GemFind Jewelry WishlistⓇ's description focuses on expanding "your online store features" and mentions "Shopify Website Development" as one of its developer's services. This implies standard Shopify compatibility, but the specifics of its technical integration, performance optimizations, or support for advanced storefront technologies like headless commerce are not detailed. Without explicit mentions of theme compatibility testing or performance considerations, merchants might need to conduct their own thorough testing to ensure the app doesn't negatively impact page load speeds or conflict with other installed applications. The absence of a setup service means that merchants would likely bear the full operational overhead of installation, configuration, and any potential troubleshooting themselves, which could be a factor for teams with limited technical resources.

Operational Impact Summary

• Technical Architecture: Swish demonstrates readiness for modern and complex Shopify environments, including headless setups, suggesting a robust and scalable technical foundation. GemFind's technical specifications are less detailed, implying a more conventional Shopify app integration without specific advanced performance features highlighted.
• Theme Integration & Conflict: Swish explicitly guarantees integration with all themes, reducing concerns about visual or functional conflicts. For GemFind, while general compatibility is expected, the level of seamlessness and potential for conflicts with specific themes or customizations is not clearly articulated.
• Maintenance & Updates: With Swish's setup service, the initial burden is low. Ongoing maintenance and updates are generally handled by the app developer, but without a large review base for GemFind, the consistency of updates and long-term maintenance support is less established.

The Alternative: Solving App Fatigue with an All-in-One Platform

Merchants often find themselves juggling a multitude of single-purpose apps, each designed to address a specific business need: one for wishlists, another for loyalty programs, a third for reviews, and so on. This approach, while seemingly effective in isolation, frequently leads to what is commonly known as “app fatigue.” The symptoms are familiar: fragmented customer data spread across disparate systems, inconsistent user experiences as customers interact with different app interfaces, increased integration overhead as each new tool needs to communicate with others, and a compounding cost burden from multiple monthly subscriptions. This tool sprawl can hinder a merchant's ability to gain a holistic view of their customer journey and execute unified retention strategies.

An integrated platform offers a compelling alternative to this fragmented approach. Rather than relying on a stack of single-function apps, a unified solution combines essential growth and retention tools into a single, cohesive ecosystem. This "More Growth, Less Stack" philosophy aims to streamline operations, reduce complexity, and provide a comprehensive view of customer interactions. For instance, rather than a standalone wishlist app, an integrated platform might offer wishlist functionality alongside loyalty programs, reviews, and referrals, all working in concert. This not only simplifies management but also allows for more powerful cross-feature strategies, such as rewarding loyalty points for wishlisted items or triggering review requests for products that have moved from wishlist to purchase. This approach can also provide a pricing structure that scales as order volume grows more efficiently, reducing the total cost of ownership compared to individual subscriptions.

Growave exemplifies this all-in-one approach. It is designed to help Shopify merchants build loyalty, increase repeat purchases, and boost customer engagement by consolidating key retention functionalities. Instead of requiring separate apps for wishlists, reviews, loyalty points, or VIP tiers, Growave provides these features within a single, integrated platform. This means that customer data, whether from a wishlisted item or a submitted review, flows seamlessly, allowing for more intelligent automation and personalized customer journeys. Merchants can leverage loyalty points and rewards designed to lift repeat purchases by combining them with wishlist activity, or enhance social proof by collecting and showcasing authentic customer reviews directly impacting product pages. Growave's comprehensive suite also includes advanced features like referral programs and VIP tiers, enabling a multi-faceted approach to customer retention and growth. For brands that require robust solutions, Growave’s capabilities designed for Shopify Plus scaling needs offer enterprise-level features, including customizable loyalty programs and review automation that supports advanced storefront and checkout requirements, making it a powerful solution for high-growth stores looking to simplify their tech stack and optimize their retention efforts. By seeing how the app is positioned for Shopify stores merchants can gain insights into its broad applicability.

This consolidated strategy ensures consistency in the customer experience, as all interactions occur within a unified interface. It also minimizes integration headaches, as the modules are built to work together from the ground up, reducing the potential for conflicts and ensuring data integrity. Growave empowers merchants to implement cohesive strategies, such as offering VIP tiers and incentives for high-intent customers who frequently use wishlists, or generating social proof that supports conversion and AOV through integrated reviews and UGC. This streamlined management frees up resources that would otherwise be spent maintaining multiple apps, allowing teams to focus more on strategic growth initiatives and less on technical administration. Many successful brands have shared real examples from brands improving retention by adopting this integrated approach, simplifying their tech stack and boosting customer loyalty. For merchants on Shopify Plus, leveraging an approach that fits high-growth operational complexity is paramount for ensuring that retention tools can keep pace with evolving needs. When it comes to long-term planning, choosing a plan built for long-term value is key for sustainable growth.

Conclusion

For merchants choosing between Swish (formerly Wishlist King) and GemFind Jewelry WishlistⓇ, the decision comes down to the specific depth of features required, budget considerations, and the importance of a wide range of marketing integrations. Swish presents itself as a more comprehensive and robust wishlist solution, ideal for growing stores that prioritize extensive customization, advanced analytics, and seamless integration with critical marketing platforms like Klaviyo and GA4. Its unlimited wishlists across paid plans and free setup service offer significant value, particularly for businesses with evolving needs and a focus on sophisticated customer re-engagement.

GemFind Jewelry WishlistⓇ, on the other hand, offers a more specialized, tiered approach with a free entry point, making it potentially suitable for smaller stores, those with curated product catalogs, or businesses primarily within the jewelry sector that require basic wishlist functionality without immediate advanced integration needs. Its pricing model, based on the number of wishlistable products, requires careful consideration for future scalability. While both apps aim to enhance customer engagement through wishlists, Swish offers a broader and deeper feature set, especially regarding integrations and analytics, coupled with proven reliability through its extensive positive reviews.

Ultimately, while specialized apps like Swish and GemFind Jewelry WishlistⓇ can fulfill a specific need, they often contribute to a larger problem of app fatigue and data fragmentation. For merchants seeking to build long-term customer relationships and drive sustainable growth, a consolidated platform like Growave offers a more strategic approach. By integrating loyalty programs, reviews, referrals, and wishlists into one ecosystem, Growave helps businesses achieve their retention goals more efficiently and with less operational overhead, providing comparing plan fit against retention goals in a unified manner. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

### How do wishlists drive revenue for Shopify stores?

Wishlists primarily drive revenue by enabling customers to save products they intend to purchase later, reducing cart abandonment and acting as a powerful reminder tool. They also provide merchants with valuable data on customer interest, allowing for targeted marketing campaigns (e.g., "price drop" or "back in stock" notifications for wishlisted items), ultimately converting latent interest into sales and increasing customer lifetime value.

### What should a merchant consider when choosing a wishlist app?

When selecting a wishlist app, merchants should assess several factors: the app's core features (e.g., unlimited wishlists vs. tiered limits, notification capabilities), customization options to match store branding, pricing structure and how it scales with growth, integrations with other essential marketing and analytics tools (like Klaviyo, GA4), the level of customer support provided, and the app's reputation as indicated by review volume and ratings. Compatibility with current and future tech stacks, such as headless commerce, is also an important consideration.

### How does an all-in-one platform compare to specialized apps?

An all-in-one platform integrates multiple e-commerce functionalities, such as loyalty programs, reviews, referrals, and wishlists, into a single solution. This contrasts with specialized apps, which focus on a single feature. All-in-one platforms typically offer advantages like unified customer data, reduced integration complexity, a consistent user experience, and potentially lower total cost of ownership by avoiding multiple subscriptions. They allow for more cohesive marketing strategies and simplify operational management compared to juggling several disconnected, single-purpose apps.

### Is a free wishlist app a viable option for growing stores?

A free wishlist app can be a viable starting point for new or very small stores with limited budgets, especially for testing the waters of wishlist functionality. However, free plans often come with significant limitations, such as caps on the number of wishlisted products, restricted features (e.g., no advanced notifications or integrations), or slower support. As a store grows and its needs become more sophisticated, these limitations can hinder effectiveness and may necessitate an upgrade or a switch to a more comprehensive, paid solution to support sustainable growth and more advanced retention strategies.