About
A lifecycle studio, led by the person who does the work.
Perennus was founded in 2024 by Isaac Olukoya. It works on the layer that decides whether acquisition ever pays for itself: everything after someone signs up.
Isaac Olukoya · Founder
He spends an unreasonable amount of time inside other people’s products.
He once stopped ordering from Glovo on purpose and stayed gone for more than fourteen months, to see who would come looking. He stayed subscribed to Risevest for eight months and logged the time every email arrived. When he signed up to Kit again, he walked every step of the flow before touching anything.
None of that started as research. It became the job around the point he noticed he was reading automation logic before he read the dashboard, and preferring it.
He works from Lagos with teams in the US, the UK and across Africa. The person you talk to is the person who does the work.
LinkedIn (opens in a new tab)isaacolukoya.com (opens in a new tab)
Before any of this
Isaac’s diploma is in Science Laboratory Technology (Federal Polytechnic Ilaro, 2022). He trained to run controlled observations, record what actually happened, and not overstate the result.
The habit transferred almost exactly: stay subscribed for eight months, log every timestamp, then say only what the evidence supports. It is why every Perennus study states where the evidence stops, and why the product classifies each finding as observed, derived, inferred or unknown.
How it got here
Narrowing, not broadening.
From email and automation, to the one layer that decides whether any of it pays: what happens after someone signs up.
- 2020Email and automation · Techgism Digital
A portfolio of SaaS clients, each with its own tangle of workflows. Standardising the trigger architecture showed that when you stop rebuilding the same logic, improvements start compounding.
- 2021Lifecycle and CRM systems · Independent
B2B SaaS, EdTech and professional services in the UK, the US and Nigeria, across HubSpot, Klaviyo, GoHighLevel and Mailchimp. Enough tools to notice that the tool was almost never the problem.
- 2023Marketing · Upskill Educational Initiative
A teacher-training initiative across Nigeria and other African countries: a year of remembering that something has to bring people in before any lifecycle matters.
- 2024Perennus · Founded
The same kinds of break kept turning up, account after account, found by hand each time. Perennus started as the product that reads for them, and the public teardowns started here too.
- 2026The Studio, in the open · Case studies
An AI companion rebuild, Realworld’s lifecycle infrastructure and a clinical assessment system, each written up with the evidence behind every figure.
See the case studies
What we won’t skip
Three rules, every engagement.
- Audit before build.
Campaign reports tell you something shipped. Trigger logic tells you where it went. We read the second first, and nothing gets rebuilt until the break has been found.
- Systems, not campaigns.
A campaign spikes and fades. A system compounds. Entry conditions, routing and behavioural triggers decide whether acquisition ever pays for itself, and they are the part nobody puts in the deck.
- Leave the SOPs behind.
Every system goes back documented, with the procedures to run it without us. We would rather be called back for the next interesting problem than kept on for the last one.
In public
The teams we studied read it.
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We could definitely do more with that data! It does personalize things in the app to make it more seamless to migrate from a specific provider. But you’re right it should change the emails as well.
Nathan BarryFounder, Kit, replying in public
Read the Kit study -
…led to a genuinely insightful discussion on customer lifecycles, production adoption, and AI.
Áine DundasHead of EMEA Marketing, Notion, on the conversation that followed. Notion has not commented on the findings.
Read the Notion autopsy
Find the revenue you’re losing.
Tell us where you think it breaks. We’ll show you what the evidence says.