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What Benchmarks Exist for Churn by Industry?

Compare your churn against practical ranges by industry and model. Then use cohort and NRR views to distinguish healthy turnover from preventable churn.

Revenue Marketing Index Revenue Marketing Kit

Churn benchmarks vary widely by industry, buyer size, and contract model. Use them as guardrails—then build your own cohort baselines by segment, product, and tenure. Track Gross Revenue Retention (GRR) and Net Revenue Retention (NRR) alongside logo churn to capture both how many customers you lose and how much revenue expands or contracts.

How to Read Churn Benchmarks

Match your model — Monthly vs. annual contracts, self-serve vs. enterprise, and physical vs. digital goods change what “good” looks like.
Use cohorts — Compare like-for-like cohorts (start month, plan, region) and watch shape over 3/6/12 months.
Mind mix shift — Fast SMB growth can lift logo churn while revenue retention holds or improves.
Segment causes — Separate involuntary churn (failed payments) from voluntary churn (poor fit, value gaps).
Benchmark to economics — Tie churn to payback, LTV:CAC, and gross margin to decide acceptable ranges.

Indicative Churn Ranges by Industry & Model

Ranges below are directional starting points. Your stage, pricing, and mix will move the target. Measure churn monthly for monthly terms and annually for annual terms.

Logo & Revenue Churn Reference Matrix

Industry / Model Typical Logo Churn Best-in-Class Typical GRR / NRR Notes & Drivers
SaaS (B2B Enterprise, annual) 5–10% / yr ≤3% / yr GRR 88–95% · NRR 110–125% Multi-year, stickiness from integrations, expansion via seats/modules.
SaaS (B2B SMB, monthly) 2–5% / mo ≤1% / mo GRR 80–90% · NRR 95–110% Higher price sensitivity; save/reactivation and billing hygiene matter.
Consumer Subscriptions (media, fitness, apps) 3–8% / mo ≤2% / mo GRR 70–85% · NRR 85–100% Seasonality; bundles and annual prepay reduce churn.
E-commerce (non-subscription) N/A N/A Repeat rate 25–45% / yr Focus on repeat purchase rate, 90-day retention, and cohort AOV.
Payments/Fintech Consumer 1–3% / mo ≤1% / mo Active user GRR 85–95% Onboarding friction, card-on-file, and habit formation dominate.
Telecom / ISP 1–2% / mo ≤0.8% / mo GRR 85–92% Contract lock-in, service quality, and competitive promos.
B2B Services (MSP, Agencies) 10–25% / yr ≤8% / yr GRR 85–95% · NRR 95–110% Scope changes; QBRs and outcome proofs reduce attrition.
Healthcare Memberships 1–4% / mo ≤1% / mo GRR 85–95% Benefit clarity, access speed, and billing transparency.
Education / EdTech Subscriptions 2–6% / mo ≤1.5% / mo GRR 80–92% · NRR 90–105% Academic cycles; engagement and credential value are key.

Operational Benchmarking Sequence

  • Define metrics: Logo churn, GRR, NRR; monthly or annual based on terms.
  • Build cohorts: Track by start month, plan, region, and segment (SMB/Enterprise/Consumer).
  • Separate causes: Voluntary vs. involuntary churn; identify save levers.
  • Normalize seasonality: Compare YoY and seasonally adjust where needed.
  • Tie to economics: Monitor LTV:CAC and payback alongside churn.
  • Govern targets: Set “guardrails” by segment; review each quarter.

Client Snapshot: Churn Guardrails in Action

After instituting cohort reporting and targeted save/reactivation plays, a subscription business reduced monthly churn and held NRR above 110%. Explore results: Comcast Business

Ground your approach in the Key Principles of Revenue Marketing and operationalize measurement with the Metrics Dashboard.

Frequently Asked Questions about Churn Benchmarks

Should I use logo churn or revenue churn?
Use both. Logo churn shows customer loss; GRR/NRR show revenue health after downgrades, contraction, and expansion.
How do annual contracts affect churn math?
Measure annual logo churn and GRR for annual terms. For monthly terms, use monthly rates and convert to annualized cautiously.
What’s a good NRR?
For B2B SaaS, 100%+ indicates expansion offsets churn; 110–120% is strong for enterprise. SMB targets are typically lower.
How do we compare across industries?
Normalize by contract type, buyer size, and price point. Build internal percentiles (p25/50/75) by segment and compare trendlines, not single points.
What’s the fastest way to improve churn?
Fix time-to-value in onboarding, address involuntary churn (billing), and trigger save/reactivation plays from leading risk indicators.

Benchmark Your Churn the Right Way

Get a maturity read and the templates to build cohort and NRR reporting that sticks.

Revenue Marketing Index Revenue Marketing Kit
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