Thank you for taking the time to do the numbers.
What your analysis highlights is that churn rates increase the the longer the customer is on the platform as the novelty wears off.
As the lifetime value approaches or achieves break even them the churn rates start to increase so while the company tells you that pre 2017 cohorts are transacting 23 Times per annum they don't tell you that each year the percentage of those cohorts who are ceasing to use the system all together.
From your own analysis the customer churn is reaching alarming levels .
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