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What is churn costing you?

Four questions, about 30 seconds. The answer shows up right here, free, no email needed, next to the medians for 1,000+ private B2B SaaS companies.

In millions. 2.5 means $2.5M.

What's a typical customer worth a year?

Average contract value. It sets which benchmark you're compared to.

How much revenue do cancellations and downgrades take each year?

As a share of ARR at the start of the year. 1% a month is about 11% a year.

How much do existing customers add each year?

Upsells, extra seats and price increases, as a share of ARR at the start of the year.

Your numbers show up here.

Answer the four questions. You'll see your gross and net retention, the revenue walking out each year, and what getting to the median is worth.

How the math works.

  • Gross revenue retention (GRR) is 100% minus the revenue cancellations and downgrades take in a year. Net revenue retention (NRR) adds back what existing customers expand.
  • Benchmarks are the 2025 medians for private B2B SaaS companies with $1M+ ARR, by contract size: 90% to 95% GRR and 98% to 106% NRR.
  • Three-year revenue counts only the customers you already have, with no new sales, kept at your net retention plus the gap you close.
  • Company value uses 4.8x to 5.3x ARR, the range private SaaS companies were valued at in January 2025. Public SaaS shows the same pull: companies with NRR under 100% traded at a median 3.1x revenue in mid-2024, and those over 120% at 9.3x.
  • Ranges come from the bands you picked. It's an estimate: your real numbers depend on your customer mix, your contracts and how churn is counted. A Rundown measures them from your own data.

Sources