I spent two years helping brands buy customers. Then I noticed what happened after.
Kuratyx is a retention marketing agency for DTC brands, built by someone who learned the hard way what a new customer really costs.
Who I am
I’m Uzair, a retention marketing strategist and Klaviyo Partner. Over five years, I’ve built retention systems for 72+ DTC brands and generated more than $30 million through Klaviyo.
Here’s how I ended up doing only this.
The turn
I started on the expensive side of marketing.
My early years were spent buying attention: Google Ads, Meta, full-funnel campaigns. I got good at it. But I kept hitting the same wall: the cost of acquiring a customer went up every quarter and never came back down.
So I started looking at what happened after the sale. In most stores, the answer was nothing. The customer bought once and was never meaningfully spoken to again.
The brands that were doing something were doing one thing: email. A welcome flow, an abandoned cart, and that was the entire retention programme. Meanwhile SMS sat unused, WhatsApp was never connected, push was switched off, loyalty points nobody redeemed, subscriptions churning quietly in the background.
In most stores, retention wasn’t being done badly. It wasn’t being done at all.
And where it was, email was doing it alone.
So I built Kuratyx to run everything email had been doing alone.
Why Kuratyx
Kuratyx comes from two words: curator and analytics.
A curator doesn’t display everything in the collection. They choose what belongs, who it’s for, and when it should be seen. That judgement is the whole craft.
Retention marketing works the same way. Most brands treat their email list like a megaphone: send everything to everyone and hope something lands. But every customer is at a different moment. One just joined, one is about to buy again, one is quietly drifting away. The right message for one is noise for the other.
So we curate. Every segment is a decision about who deserves which message. Every flow is a judgement about timing. And every decision is guided by analytics, meaning real customer data and behaviour, not guesswork.
The word curator comes from the Latin curare: to take care of. That’s what retention really is. Taking care of the customers a brand already has, instead of endlessly paying to chase new ones.