Smartrr enables direct-to-consumer brands, focused on Shopify sellers for now, to offer customizable subscriptions and memberships and then for their customers to have a portal where they can more easily manage their subscriptions.

The company is initially focused on Shopify brands and unlike other subscription providers, is focused not just on setting up and managing the subscription, but also on allowing consumers to manage their subscriptions over time after the initial sale happens.

Subscription software is a crowded space dominated by Recharge at the low-end, as well as Order Groove, so it will be interesting to see how they progress.

TechCrunch: Smartrr bags $10M for its customer experience approach to e-commerce subscriptions