Profit-driven churn prediction for the mutual fund industry: A multisegment approach

•We present a novel multisegment framework for designing profit metrics.•Our proposal is designed to deal with heterogeneous CLVs in churn prediction.•A case study based on data from a Chilean mutual fund company is presented.•The proposal leads to the largest average profit compared to other metrics.•A sensitivity analysis is performed for an adequate design of the retention campaign.