Revenue Retention, Pro
Net and gross revenue retention, how MRR moved from start to end, then a cohort triangle of each month's customers and their MRR since.
For founders and finance teams who report how much revenue existing customers keep.
Cohort Table
Monthly cohorts by the month customers started paying, with net and gross revenue retention and the MRR bridge.
Revenue retention
Last 12 months, by month customers started paying
- Net revenue retention
- 107%
- Gross revenue retention
- 90%
Expansion of $31,200 more than made up for the $18,700 lost to contraction and churn.
| Step | MRR |
|---|---|
| Starting MRR | $182,400 |
| Expansion | +$31,200 |
| Contraction | −$6,900 |
| Churn | −$11,800 |
| Ending MRR | $194,900 |
By month customers started paying
On average, cohorts keep 98% of their starting MRR by month 6
| Cohort | Starting MRR | Month 0 | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | $8.4K | 100% | 92% | 89% | 88% | 90% | 93% | 96% | 99% | 102% | 104% | 107% | 110% |
| Nov 2025 | $9.2K | 100% | 94% | 91% | 90% | 92% | 95% | 98% | 101% | 104% | 106% | 109% | Not reached yet |
| Dec 2025 | $8K | 100% | 96% | 93% | 92% | 94% | 97% | 100% | 103% | 106% | 108% | Not reached yet | Not reached yet |
| Jan 2026 | $10.3K | 100% | 92% | 89% | 88% | 90% | 93% | 96% | 99% | 102% | Not reached yet | Not reached yet | Not reached yet |
| Feb 2026 | $11K | 100% | 94% | 91% | 90% | 92% | 95% | 98% | 101% | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Mar 2026 | $12.5K | 100% | 96% | 93% | 92% | 94% | 97% | 100% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Apr 2026 | $11.8K | 100% | 92% | 89% | 88% | 90% | 93% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| May 2026 | $13.2K | 100% | 94% | 91% | 90% | 92% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Jun 2026 | $14K | 100% | 96% | 93% | 92% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Jul 2026 | $13.5K | 100% | 92% | 89% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Aug 2026 | $15.3K | 100% | 94% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Sep 2026 | $16.1K | 100% | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet | Not reached yet |
| Average | $11.9K | 100% | 94% | 91% | 90% | 92% | 95% | 98% | 101% | 103% | 106% | 108% | 110% |
MRR Movements
Twelve months of MRR movements above and below zero, with net new MRR and its average.
MRR movements
+$2,780 net new MRR in October, the best of the last 12 months, against an average of +$1,646.
- New
- Reactivation
- Expansion
- Contraction
- Churn
- Net new
- Average +$1,646
| Month | New | Reactivation | Expansion | Contraction | Churn | Net new |
|---|---|---|---|---|---|---|
| Nov | +$1,320 | +$60 | +$380 | −$150 | −$410 | +$1,200 |
| Dec | +$1,700 | $0 | +$520 | −$190 | −$455 | +$1,575 |
| Jan | +$925 | +$45 | +$210 | −$240 | −$620 | +$320 |
| Feb | +$1,900 | +$95 | +$690 | −$200 | −$470 | +$2,015 |
| Mar | +$1,600 | +$40 | +$560 | −$230 | −$520 | +$1,450 |
| Apr | +$1,620 | +$120 | +$600 | −$220 | −$540 | +$1,580 |
| May | +$1,290 | +$70 | +$420 | −$260 | −$690 | +$830 |
| Jun | +$2,050 | +$85 | +$830 | −$230 | −$500 | +$2,235 |
| Jul | +$1,630 | +$150 | +$590 | −$270 | −$610 | +$1,490 |
| Aug | +$1,870 | +$60 | +$690 | −$250 | −$560 | +$1,810 |
| Sep | +$2,285 | +$110 | +$900 | −$290 | −$540 | +$2,465 |
| Oct | +$2,480 | +$90 | +$1,090 | −$310 | −$570 | +$2,780 |
Month Split
One month's movement as a single bar split into new, expansion, contraction and churn, with each amount and how many accounts made it.
Where MRR moved
+$2,690 net new MRR in October, from 92 accounts.
- New
- +$2,480
- 50 accounts
- Expansion
- +$1,090
- 22 accounts
- Contraction
- −$310
- 9 accounts
- Churn
- −$570
- 11 accounts
Biggest Changes
The accounts behind a month's movements, largest first, with each one's movement, plan change and day.
Biggest changes
17 changes to MRR in October, +$2,690 net. The largest first.
The other 11 changes+$1,740