Smoothing Out the Wrinkles: The Quiet Power of Recurring Revenue

Weave the tapestry of your business out of magical non-iron fabric

You’ve likely heard me wax poetical on the virtues of Arc’teryx outdoor wear. They’re great, don’t get me wrong, but they don’t make really nice extra-slim fit button down shirts. Y’know who does though? Brooks Brothers. Or at least they used to. They don’t anymore so I’m done there but until very recently I would sing their praises whenever I saw anyone admiring my shirts.

One of the things I loved about them, other than the fact that they didn’t look like they could serve as an emergency flotation device in a pinch (because they fit me really well), they were made from this magic fabric that didn’t require ironing to look good.

For young(er) Abe, this was a game changer. There’s no way I would iron my dress shirts, but I could absolutely pull them out of the dryer and hang them up right quick.

You might be wondering where I’m going with this. The connection is tenuous, I’ll admit. But it’s the wrinkles.

Nobody likes wrinkles. Not in their clothes. Not in their brows. Not in their business.

And definitely not in their income.

Most professional service firms deliver real value in an ongoing way... but still get paid as if every project starts from scratch. Even great client relationships can leave behind wrinkles in your revenue flow. And while they’re not showstoppers, they do create a kind of background tension that doesn't need to be there.

Recurring revenue, done right, isn’t about upselling or unnecessary packaging. It’s about creating a structure that better reflects the work you're already doing and the support your clients actually need.

Not more work. Better alignment.

So let’s talk about what it looks like to smooth that out.

Predictability follows clarity

Clients come back when they need you. But what about the times when they don’t realize they need you yet?

Plans grow stale. Laws change. Life moves. Most clients don’t want to start from square one when something shifts. They want a trusted partner who’s already in the loop, already up to speed, and already thinking ahead.

When you introduce a recurring structure, you make it easier for them to stay protected—and easier for your business to stay steady.

This isn’t a new service. It’s a better way to deliver the value you already provide.

A fictional example

Let’s say Leah runs a boutique estate planning firm. Her client base is strong, and she’s built her reputation around trust, clarity, and long-term care.

After reviewing her past engagements, she noticed something: many clients reached out sporadically, often after a life event or financial shift. Others quietly let their plans age without any updates.

Leah didn’t want to sell more. She wanted to serve better.

So she created three simple ways for clients to stay engaged, each designed to match a different level of need:

• Option 1: Structured Maintenance Plan
  New clients pay a reduced up-front fee of $2,500 for their estate plan, followed by $200 per quarter for three years. That includes quarterly check-ins, proactive reminders, unlimited edits, and peace of mind that their plan stays up to date.
• Option 2: Full Estate Plan + Optional Support
  Some clients still prefer to pay $4,000 up front. But after Year 1, they’re invited to enroll in the same quarterly maintenance plan at $250 per quarter, with a one-year minimum commitments. Same support, more flexibility, with a modest premium for starting later.
• Option 3: Peace of Mind Access Plan
  For past clients who don’t need full service but want to stay connected, Leah offers a $400/year membership ($100 quarterly) that includes annual reminders, priority scheduling, and discounted updates.

The result? Clients choose the level of support that fits them. Leah builds consistency into her business. And everyone benefits from staying ahead of potential issues.

This wasn’t a reinvention. It was a refinement, and a profitable one.

Now, there are challenges that come with implementing a system like this—particularly when it comes to client expectations and long-term engagement. But hopefully this serves as an instructive example, not a rigid blueprint. The point isn’t to copy it exactly. It’s to spark ideas for how you might bring more structure, stability, and long-term support into your own business.

The math

Let’s say Leah sees 50 new clients a year.

• If 60 percent opt for Option 1, that’s $75,000 up front and $90,000 in recurring revenue over three years.
• If 30 percent go for Option 2 and half of them enroll in the maintenance plan by Year 2, that’s another $9,375 per year (7 to 8 clients × $1,000).
• Add 40 past clients into Option 3 at $400/year, and you’re looking at $16,000/year in high-margin recurring income.

She’s still supporting the same clients. But now the rhythm of her revenue matches the rhythm of her work.

What to look at next

Think about your work. Where is there natural follow-up, support, or advisory that could be structured more intentionally?

Ask yourself:

• Do clients come back to you informally, but without a system?
• Are you already delivering long-term value without long-term structure?
• Would a simple offering help clients stay protected while giving your business more consistency?

Sketch out two or three ideas. You don’t need to roll them out tomorrow. You’re giving yourself options. Something to reach for the next time a client finishes a major engagement and says, “So what happens now?”

Because consistency isn’t boring. It’s what makes the next phase of growth sustainable.

Want to explore how recurring revenue could work in your business?

Download the Double Your Profit, Halve Your Chaos checklist—or book a strategy session and we’ll map out your best-fit opportunities together.

You don’t have to overhaul your business model. You need one smart shift to smooth out the next quarter.