Enter customers at the start and end of a period and the new customers you won. Get your retention rate and churn rate. Free, no sign-up.
On the first day of the month.
On the last day of the month, including new customers.
Won during the month.
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Four periods worked through, including how growth can hide customer losses.
A SaaS business measuring one month.
1,000 customers at the start, 1,050 at the end, 100 new.
(1,050 - 100) / 1,000 x 100 = 95% retention, so churn is 100% - 95% = 5%.
A team that reports by quarter.
500 customers at the start, 560 at the end, 120 new.
(560 - 120) / 500 x 100 = 88% retention and 12% churn for the quarter.
Customer count went up, so everything looks healthy.
200 at the start, 230 at the end, 80 new.
Net growth is +15%, but retention is (230 - 80) / 200 = 75%. A quarter of the starting customers left.
A small base where nobody left.
40 at the start, 55 at the end, 15 new.
(55 - 15) / 40 x 100 = 100% retention and 0% churn.
Rules of thumb for measuring and comparing retention. Ranges vary a lot by market.
The end count includes people you won during the period. Removing them leaves only the starting customers who stayed, which is what retention measures.
Monthly, quarterly and annual retention are not interchangeable. A 95% monthly rate is far lower over a year, so compare each period only with itself.
They always add up to 100%. Retention is the better headline for a board or a customer success team, churn is easier for spotting a trend that is getting worse.
Counting customers treats a small account and a large one the same. Track revenue retention alongside it to see how much the losses cost.
Bund AI answers your customers on web chat and email in seconds, from your own help content, and hands anything it can't solve to your team with full context. Fast, consistent support is one of the retention levers you control.