About

George Kapernaros is the founder of YOCTO and an MBA-trained operator specializing in subscription economics, retention architecture, and lifetime value optimization for high-growth DTC brands. Throughout his career, he has worked with brands including: - Gratsi - the #1 boxed wine company in the USA - Healf - the 2nd fastest-growing company in the UK - Elavate - the #1 fastest-growing collagen brand in the UK - Miracare - the #1 fastest-growing femtech brand in the USA - Orbio.world - a portfolio of companies exceeding $600M+ in revenue - Kilo.co (formerly Kilo Health) - a portfolio generating $400M+ across digital health brands George’s work focuses on solving retention structurally - through offer design, subscription mechanics, post-purchase architecture, segmentation logic, and economic modeling - rather than simply increasing send volume or layering on tactics. As a member of the Klaviyo Partner Advisory ecosystem, George operates at the forefront of CRM and lifecycle innovation, helping brands migrate from fragmented legacy systems into scalable, automation-first retention infrastructures. His philosophy is simple: Durable LTV growth is not about sending more emails or launching more ads. It is about understanding - and strengthening - the core growth levers of your business. For subscription brands, the most reliable, first-principles way to do this is through The LTV Parthenon, a framework built around three pillars: 1. Grow the subscriber base 2. Reduce subscriber loss 3. Increase subscriber value When those three variables improve, LTV compounds. Here's how George could help your brand: 1. Apply The LTV Parthenon to Your Business Help you map your brand against the three core drivers of lifetime value - subscriber growth, subscriber loss, and subscriber value - and identify which lever creates the highest marginal return on effort and capital. 2. Subscription & LTV Optimization Redesign your offer structure, onboarding experience, pricing psychology, and after-purchase flows to structurally reduce churn and increase average customer lifespan. 3. Churn Reduction Playbook Identify voluntary and passive cancellation drivers, then redesign the customer journey and commitment structure to increase retention and long-term stability. 4. From Campaigns to Lifecycle Architecture Help you move from unstructured one-off promotions and reactive campaigns to personalized, automated messaging built around high-value behavioral cohorts in your database. 5. Lifecycle / Retention Audit Conduct a focused diagnostic of your lifecycle and post-purchase journey using pattern recognition drawn from exposure to hundreds of DTC brands - uncovering revenue leaks and high-ROI opportunities.