Robbie Kellman Baxter

Membership Economy, forever transaction

Robbie Kellman Baxter is a strategy consultant advising organisations on subscription and membership business models. She coined the term 'Membership Economy' and authored two books on the subject — The Membership Economy and The Forever Transaction — which lay out frameworks for shifting companies from one-off sales to ongoing customer relationships. Her work is widely cited in SaaS, media, and consumer-goods sectors.