Parallels converts millions of users with Cleverbridge

How the virtualization leader modernized its business model — increasing revenue predictability and boosting lifetime value.

The challenge

Parallels, a global leader in virtualization software and cross-platform solutions, helps over seven million users run Windows applications on Mac devices. Historically, its products were sold through perpetual licenses — but that model was starting to show its age.

The company wanted to modernize its offering by transitioning to a subscription-based business model. However, shifting from one-time licenses to recurring billing came with serious challenges:

• Would customers push back, especially in regions where subscriptions weren’t the norm?

• Could Parallels maintain (or grow) its customer base while changing how users accessed and paid for the product?

• What kind of technical and operational lift would the company face to support subscription-based licensing, recurring billing, and renewals?

What started as a product evolution quickly became a business transformation. And for that, Parallels needed the right partner.

The solution

Cleverbridge presented Parallels with a complete ecommerce and subscription management solution — offering years of experience, seamless backend integrations, and an array of fraud prevention and optimization tools.

The Cleverbridge team helped Parallels develop and test multiple subscription formats (monthly, yearly, multi-year), identify regional preferences, and roll out the right option for each customer segment. Through this wealth of services, Cleverbridge proved to be more than a technology provider, but also a partner with expertise in managing global business operations.

On the backend, Cleverbridge built out licensing integrations and checkout configurations tailored for recurring revenue — allowing Parallels to offer subscription upgrades and seamless account access without customer confusion or manual intervention.

The result? A smoother user experience, more predictable revenue, and a clear shift toward long-term retention and engagement.

“A subscription model made our revenue forecasting more predictable over time," said Michelle Chiantera, Chief Marketing and Revenue Officer at Alludo (Parallels’ parent company). “This proved to be extremely valuable for our business, maintaining consistent cash flow to help us develop and bring new products to market.”

The results

In just the first year of the subscription transition, Parallels saw an 11% increase in customer lifetime value (CLV) — a direct reflection of increased renewals and deeper product engagement.

Improved communications, retention strategies, and optimized renewal flows led to a 5% increase in renewal rate, while Cleverbridge’s fraud prevention and payment optimization tools helped reduce manual review rates from 45% to just 1.5%.

Revenue forecasting became far more stable too, empowering product teams to invest with confidence. Following year one, Parallels saw steady 3–4% YoY CLV growth — a key success metric as the company moves further into a subscription-first future.

“Cleverbridge truly met our requirements by having the right team members on the project. From the beginning, we were impressed by their attention to detail and ability to proactively address our needs,” noted Chiantera.

Parallels credits Cleverbridge not just with powering the technical side of its transition, but with helping shape the customer journey across the entire subscription lifecycle. With the heavy lift behind them, the Parallels team now has its eyes on what’s next: scaling globally, exploring new offerings, and continuing to optimize for loyal users around the world.