The Ace SUBSCRIPTIONS SEMINAR
FT, Bracken House, 1 Friday Street, London
Sponsored by
On the 14th November 2025 we held another successful ACE Subscriptions Seminar, sponsored by FT Strategies and hosted by Abi Spooner from Atlas. It was a lively, energising day, with lots of opportunities to meet peers across the industry. The subscription world is moving fast, but also getting smarter, more human, and more creative.
Across the sessions, there were consistent themes. Trust and transparency are an industry focus, with brands building genuine relationships with their audiences, not just optimising funnels. Whether we were talking about pricing, onboarding, content, or cancellation, the message was clear: meet people where they are and show the value you deliver in ways that resonate with them.
Authentic voices of creators and journalists as much as brands themselves are essential to engagement, acquisition and retention. Subscription growth requires a real understanding of our customers and their needs, not just our KPIs.
ACE would like to thank all who attended, our insightful speakers. Special thanks also to Abi Spooner for hosting a fantastic event and to our sponsor FT Strategies.
Sessions included...
The Role of Trust in Driving Subscriptions
Trust and authenticity are crucial for conversion. The panel, including Joe Friend from Pepper, Jemma Foster from The Week and The Week Junior and Pippa MacNeil from the FT are all converting subs through influencer activity. They discussed how brands can use both external and internal influencers to build awareness and drive subscriptions. This session was moderated by Dhiren Patel, previously VP Lead Management and Conversion at The Economist.
Subscription “Consumersion”: putting the ‘consumer’ back into conversion to drive sustainable growth
This session highlighted the importance of building relationships with customers. Amanda Wigginton, Customer Strategy, Data and Insight Specialist, shared practical steps to integrate consumer understanding into subscription campaigns and drive growth.
How to make it easy to leave without making it easy to leave
This session discussed the upcoming changes in subscription payments and cancellations in the UK through lessons learned from EU countries who are already ahead. Madeleine White from The Audiencers/ Poool and Louise Ioannou from National Geographic Kids provided insights on balancing retention and regulations.
Maximising Value from Print in a Digital-First World
As rising costs and sustainability pressures reshape the publishing landscape, print operations face unprecedented challenges. How can media organisations continue to derive value from print while accelerating their digital transformation?
In this session, Lisa MacLeod, Director at FT Strategies, discussed how publishers can transform their print operations into lean, profitable and sustainable businesses. Drawing on the Financial Times’ decade-long journey of optimising its own print model, she explored how data-driven decision-making, operational efficiencies and strategic rethinking of print footprints can unlock hidden profitability.
Paywall Strategies
Top tips to make the most of your paywall, your onboarding and customer data with Victoria Mead, Head of Acquisition, The Times, News UK.
A view from the top
The final session of the day talked about business transformation and the big changes driving subscriptions now and in the future. The panel included Greg Piechota, INMA, Carola York, FT Specialist, Victoria Mead, News UK and Amanda Wigginton.
