I Love Canva. It’s Cheap. I Might Cancel Anyway Because of AI. And That’s a Warning for Every B2B Vendor.

I’ve been a happy, paying Canva customer for 8+ years. I genuinely like the product. It’s affordable. It works. The team at SaaStr still uses it regularly.

And I’m thinking about canceling.

Not because anything is wrong with Canva. Not because the price went up. Not because a competitor stole us with a better pitch.

I’m thinking about canceling because I realized last week that I personally haven’t opened Canva in ** months**. Maybe longer. I just best-of-breed AI native tools now for all the workflows I used to open Canva up to do somewhat … manually.

I wrote about Stealth AI Churn recently, and I used Canva as an example. But I kept it abstract. Let me make it concrete now because I think this is arguably the single biggest threat facing B2B vendors in 2026. More than seat compression, etc.

What Actually Replaced Canva For Me. At Least, The Core Stuff.

Here’s what happened. No single tool came in and replaced Canva. Instead, a bunch of specialty AI tools each ate one piece of what I used to do there:

Revehandles my thumbnails and most image creation now. I describe what I want, I get something back that’s better than what I could build in Canva. Faster, too. No templates, no dragging elements around, no hunting for the right stock photo.Opus Procuts our clips. We produce a ton of video content at SaaStr, and Opus handles the clipping and formatting that I used to do manually.Higgsfielddoes our short-form video. Another task that would have gone through Canva’s video tools a year ago.Gammamakes our sales decks now dynamically. Instead of a one-offs in Canva (that arguably do look better), now every prospect gets a custom sales deck that dynamically pulls in all the data relevant to them.Claudecreates charts dynamically that simply aren’t possible to make in Canva.

Each of these tools does one thing well. Really well. Better than Canva does that same thing because Claude aside, they’re purpose-built for it.

And just like that, my personal Canva usage went to zero. Not because I made a decision to leave. I just… stopped going there.

The Team Still Loves It. It’s Not Going to Show Up in NPS, Either

Here’s what makes this so tricky from a B2B standpoint. Our extended team will still say great things. They still use Canva for social graphics, event collateral, quick design work. They’re happy.

So Canva still shows up in our usage metrics. We’re still paying. We’d still give them a good NPS score. By every traditional measure, we’re a healthy, retained customer.

But the power user, the person who drove the original purchase decision and would have championed an upgrade or expansion, that person checked out. Quietly. Without even really noticing it happened.

That’s the pattern every mature B2B vendor needs to worry about right now.

And Here’s the Thing: Canva Is Absolutely Crushing It

This is what makes stealth churn so dangerous. Canva’s numbers are incredible right now. One of the best B2B growth stories of all time.

$23 million in ARR in 2018. $4 billion in ARR at the end of 2025. That’s 173x growth in seven years. They have 265 million monthly active users, 31 million paid users, and a $42 billion valuation in secondary markets. The B2B segment alone is $500 million in ARR and doubling year-over-year. They’ve been profitable for eight consecutive years.

You will not find a better growth story in B2B right now.

And that’s probably also part of the problem. When your topline is growing like that, when new users are pouring in and B2B enterprise adoption is accelerating, you cannot see stealth churn in your numbers. It’s invisible. The new revenue more than masks the quiet disengagement happening at the edges.

My usage going to zero doesn’t show up in a business doing $4 billion in ARR with 265 million MAUs. Multiply me by a few thousand power users and it still doesn’t show up. Not yet. But those power users are often the leading indicator for where the broader market goes 12-18 months later.

The most dangerous time to have a stealth churn problem is when your growth is so strong you’d never think to look for one.

This Is Not a Canva Problem. This Is a Category Problem.

Canva will probably be fine. They’re a $4B+ ARR business with incredible execution, a massive distribution moat, and they’re adding AI features constantly.

But the dynamic I’m describing is hitting every horizontal B2B tool. The pattern looks like this:

Your power users, the ones who know the product best and push it the hardest, are exactly the ones most likely to discover and adopt specialty AI tools. They’re the early adopters. They’re the ones who care enough about output quality to seek out purpose-built alternatives.

Your casual users stick around because the core product is good enough and switching costs still matter for their workflows. But those casual users aren’t the ones who expand the account, champion the product internally, or fight for budget at renewal time.

So you end up with this weird inversion where your most engaged customers quietly disengage while your least engaged customers keep the metrics looking healthy.

What $18/Month Actually Means

One of the things that’s kept me from canceling Canva already is the price. It’s cheap. At $12-$18 a month for our plan, the effort of canceling almost isn’t worth the savings. I’d spend more time on the cancellation flow than I’d save in a year.

And this is a real moat for low-ACV products. When the price is low enough, inertia wins. Most people don’t cancel Netflix even when they haven’t watched anything in weeks.

But that inertia-based retention is the worst kind of retention. It means your product has become a rounding error in someone’s budget. Not essential. Not even used. Just not worth the 10 minutes to cancel.

That’s not a customer relationship. That’s a forgotten subscription. And eventually, someone does an audit. Someone notices. And then you’re gone. Not with a complaint, not with a support ticket, just a quiet click on “cancel.”

You Have to Attack Stealth Churn Now. Not Later

If you’re running a horizontal tool in any category, here’s what I’d be doing right now:

• Track your power user engagement separately from your overall usage metrics. If your most active users from 12 months ago are 30-40% less active today, you have a stealth churn problem. The revenue impact is coming. You just can’t see it yet.
• Talk to the users who went quiet. Not the ones who churned. The ones who are still paying but stopped showing up. That’s where the real signal is. They’ll tell you exactly which AI tools replaced which workflows.
• Stop thinking about AI as a feature to add and start thinking about it as a workflow to own. I didn’t leave Canva for another design tool. I left for a collection of AI tools that each handle a specific output. Canva adding an AI image generator doesn’t help if I’ve already moved that workflow somewhere else entirely.

And build for the team, not just the power user. The fact that my team still uses Canva daily is what’s keeping us as customers. The collaborative, multi-user workflows are harder for single-purpose AI tools to replace. That’s where the real defensibility lives right now.

I’ll Probably Keep Paying. But That’s Not the Point.

I’ll probably keep my Canva subscription. It’s cheap, the team uses it, and canceling feels like more hassle than it’s worth.

But if you’re Canva, or any B2B vendor reading this, that last sentence should bother you. “More hassle than it’s worth” is not a value proposition. It’s a countdown timer.

The customers who love you but don’t use you are the canary in the coal mine. And right now, across B2B, there are a lot of canaries going quiet.