SaaS Net Revenue Retention by Industry

Net revenue retention, or NRR, tells you how much money you keep and grow from the customers you already have. Start the year with $100 from a group of customers, end it with $110 from that same group, and your NRR is 110%.

The typical private SaaS company sits at 101% to 102% right now. Industry changes the picture a lot. Data and dev tools companies such as Snowflake, MongoDB and JFrog report 121% to 126%, while collaboration and CRM tools such as Asana, Zoom and HubSpot sit near 100%.

I pulled together the latest retention studies, quarterly earnings from more than 20 public SaaS companies and churn data by industry. Below you get the numbers for each SaaS industry, plus NRR by company size, deal size, pricing model and the effect of AI.

TL;DR

• Median private SaaS NRR sits at 101% to 102%, with the top quarter at 110%.
• Median gross retention sits between 84% and 91%, depending on the study.
• Smaller self serve SaaS companies keep a median NRR of 82%.
• Dev tools and infrastructure lead at about 120% to 130%, with Snowflake at 126%.
• Cybersecurity sits at about 115% to 125%, with Cloudflare at 120%.
• Fintech sits at about 108% to 116%, and vertical SaaS at about 112% to 120%.
• Martech and adtech trail at about 100%, with about 22% of revenue lost to churn each year.
• Collaboration tools range from 97% (Asana) to 109% (monday.com).
• Usage based SaaS keeps 108% NRR, while seat based SaaS keeps 98%.
• Deals above $250K a year keep 106% NRR, against 98% for deals under $12K.
• AI native apps keep a median NRR of only 48%.
• Companies with NRR above 130% grow 50% a year, against 15% for those below 90%.

Must-Read Statistics on SaaS Net Revenue Retention

• Snowflake reports the highest NRR among large public SaaS companies at 126%.
• At 126% NRR, a SaaS company doubles revenue from existing customers in about three years with zero new logos.
• Twilio lifts its net expansion rate by 8 points in a year, from 108% to 116%.
• Cloudflare gains 6 points of net retention in a year, reaching 120%.
• Asana sits at 97%, one of the few large public SaaS companies below 100%.
• Dev tools and martech sit about 22 points apart on median NRR.
• Usage based pricing beats seat based pricing by 10 points of NRR.
• Existing customers bring in 40% of new ARR, up from 25% three years earlier.
• SaaS companies with NRR above 120% trade at 9.3 times revenue, against 3.1 times below 100%.
• With median gross retention at 84% and NRR at 102%, upsells add about 18 points to cover churn and then some.
• A monthly churn rate of 3.22% adds up to about 32% of subscribers lost over a year.
• AI native apps keep about 34 points less revenue than the B2B SaaS median in the same dataset (48% against 82%).

Average Net Revenue Retention for SaaS Companies

• The median private B2B SaaS company has an NRR of 101% and gross retention of 91%, across more than 1,000 companies.
• A second benchmark of 342 companies puts median NRR at 102% and the top quarter at 110%.
• The 75th percentile drops to 108%, and the 25th percentile to 92%.
• Median gross retention sits at 84% in the same study, with the top quarter at 91%.
• Bootstrapped SaaS companies keep 104% NRR and 92% gross retention.
• Venture backed SaaS companies keep 101% NRR and 90% gross retention.
• Multi year contracts hold 103% NRR, annual contracts 101% and monthly contracts 100%.
• Among about 2,700 smaller B2B SaaS companies, median NRR is 82% and the top quarter is 97%.
• B2C subscription apps keep only 49% of revenue a year.
• Annual plans show NRR 10 to 20 points higher than monthly plans.
• 90% gross retention marks parity, and 85% is a common floor for SaaS lenders.

NRR Benchmarks Across SaaS Industries

These typical ranges come from benchmark tables and category indexes. Each source uses its own sample, so use them as a guide when you compare.

SaaS NRR, Gross Retention and Churn by Industry

Industry	Median NRR	Gross Retention	Annual Churn
Dev tools and infrastructure	About 122%	87%	13%
Cybersecurity	About 118%	92%	8%
Fintech and financial apps	About 116%	90%	10%
Vertical SaaS	About 112%	91%	9%
Healthcare SaaS	About 110%	92%	8%
Analytics and data	About 108%	Grouped	Grouped
HR tech	About 108%	85%	15%
Sales and marketing tech	About 103% to 107%	Grouped	Grouped
Customer success tools	About 102%	80%	20%
Martech and adtech	About 100%	78%	22%

Dev Tools and Infrastructure SaaS NRR

Dev tools and infrastructure lead every ranking. Teams start small, then usage grows as more apps and data run on the platform.

• Snowflake reports 126% NRR, up from 125% at its last fiscal year end, with product revenue up 37%.
• MongoDB reports a net ARR expansion rate of 122%, up from 119% a year earlier, with revenue up 30%.
• JFrog reports net dollar retention of 121%, up from 118% a year earlier.
• Datadog keeps NRR in the low 120s.
• GitLab reports dollar based net retention of 117%, up from the prior quarter.
• Elastic reports a net expansion rate of 111%, down 1 point in a quarter.
• DevOps and IT management companies average 119% NRR in a public SaaS index.
• Dev tools SaaS keeps a median NRR of about 122%, gross retention of 87% and annual churn of 13%.
• Infrastructure and DevOps NRR ranges from 120% to 130%.

Cybersecurity SaaS NRR

Security buyers hold on to their tools, so gross retention stays high. Expansion comes from new modules and more users.

• Cloudflare reports dollar based net retention of 120%, up 2 points in a quarter and 6 points in a year.
• Okta reports net retention of 107%, up 1 point in a year.
• Qualys reports a net dollar expansion rate of 105%, up from 104%.
• CrowdStrike reports record net new ARR of $333 million, up 51%, with higher gross and net retention.
• Zscaler reports ARR of $3.77 billion, up 25%, and net new ARR of $246 million, up 24%.
• SentinelOne reports higher net retention for $100K+ customers for a third quarter in a row.
• Security SaaS keeps a median NRR of about 118%, gross retention of 92% and annual churn of 8%.
• Security companies average 113% NRR in a public SaaS index.
• Cybersecurity NRR ranges from 115% to 125%.

Fintech and Financial Software NRR

Finance teams switch tools only after long reviews, and payment volume grows as their customers grow.

• Fintech SaaS keeps a median NRR of about 116%, gross retention of 90% and annual churn of 10%.
• Financial apps average 110% NRR in a public SaaS index.
• Fintech NRR ranges from 108% to 115%.
• Usage based fintech, such as payments and spend tools, gains from customer volume growth.

Vertical SaaS NRR

Vertical SaaS serves one industry, such as construction, fleets or restaurants. Deep fit keeps churn low.

• Vertical SaaS keeps a median NRR of about 112%, gross retention of 91% and annual churn of 9%.
• Vertical SaaS NRR ranges from 115% to 120% in another benchmark.
• Samsara, a fleet and operations platform, reports core customer net retention of about 115%.
• Trimble, a construction software provider, reports 110% NRR.
• Procore, a construction management platform, reports 106% NRR.
• In private company data, the gap between vertical and horizontal SaaS stays minor.

Healthcare SaaS NRR

• Healthcare SaaS keeps a median NRR of about 110%.
• Healthcare SaaS holds gross retention of about 92%, among the highest of any industry.
• Annual churn in healthcare SaaS sits near 8%.
• Long contracts, compliance needs and deep links with clinical systems keep healthcare customers in place.

Data and Analytics SaaS NRR

• Analytics and data companies average 108% NRR in a public SaaS index.
• Snowflake and MongoDB, both data platforms, lead the public market at 126% and 122%.
• Similarweb, a web data company, reports NRR of 100% across all customers and 107% for customers paying $100K+.

Martech and Adtech SaaS NRR

Marketing budgets swing with the economy, so martech sees the highest churn of any SaaS industry.

• Martech and adtech keep a median NRR of about 100%, gross retention of 78% and annual churn of 22%.
• Braze reports dollar based net retention of 110%, up from 108%, and 112% for customers paying $500K+.
• Klaviyo reports NRR of 109%, up 1 point in a year.
• Sales and marketing tech averages 107% NRR in a public SaaS index.
• Sales and marketing tech NRR ranges from 103% to 115%.

CRM, Sales and Communication SaaS NRR

• HubSpot reports NRR of 102%, down 1 point in a year, with customer dollar retention in the high 80s.
• Twilio reports a dollar based net expansion rate of 116%, up from 108% a year earlier.
• Freshworks reports net dollar retention of 104%, down from 106%.
• Customer success tools keep a median NRR of about 102%, gross retention of 80% and annual churn of 20%.

Collaboration and Work Management SaaS NRR

Collaboration tools price by seat, so hiring freezes and AI agents hit them first.

• monday.com reports net dollar retention of 109%, rising to 113% for customers with 10+ users and 115% for customers paying $50K+.
• Box reports net retention of 106%, up from 103% a year earlier.
• Zoom reports enterprise net dollar expansion of 99%, up from 98%, with online monthly churn at 2.9%.
• Asana reports dollar based net retention of 97%, and 98% for core customers and $100K+ customers.
• HR and collaboration NRR ranges from 98% to 119%.

HR Tech SaaS NRR

• HR tech keeps a median NRR of about 108%.
• Gross retention in HR tech sits near 85%, with annual churn near 15%.
• HR tools priced per employee rise and fall with customer headcount.

Churn Rates by Subscription Industry

Monthly Churn by Industry

Industry	Monthly Churn
SaaS	3.22%
Business and professional services	3.44%
Travel and hospitality	3.91%
Digital media	4.14%
Ecommerce	4.25%
Education	4.99%

• SaaS churn splits into 2.16% voluntary and 1.06% failed payments each month.
• B2B SaaS churn runs about 3.5% a month, with 2.6% voluntary and 0.8% from failed payments.
• Education subscriptions churn fastest at 4.99% a month.
• Customers paying $100 to $250 a month churn least, at 2.87%.
• Customers paying $10 to $25 a month churn most, at 4.29%.

NRR by Company Size and ARR

• SaaS companies above $100M ARR have a median NRR of 103%, with the top quarter at 115%.
• Companies with $20M to $50M ARR sit at 101%.
• Companies under $5M ARR sit at 94%.
• A good NRR target is 100% under $5M ARR, 105% at $5M to $20M and 102% above $50M.
• A great NRR target is 110% under $5M ARR, 120% at $5M to $20M and 107% above $50M.
• Companies that reach $20M ARR lift NRR by 12% on the way from $1M.

Retention by Deal Size and Customer Segment

NRR and Gross Retention by Annual Contract Value

Annual Contract Value	NRR	Gross Retention
Under $12K	98%	90%
$12K to $25K	103%	91%
$25K to $50K	102%	91%
$50K to $100K	104%	90%
$100K to $250K	102%	91%
Above $250K	106%	95%

• Below the $250K tier, the bottom quarter of companies in every deal size band sits under 100% NRR.
• Enterprise accounts above $100K a year reach about 118% NRR.
• Mid market accounts sit near 108%, and SMB accounts near 97%.
• For enterprise SaaS, NRR above 130% counts as best in class, and below 115% as weak.

NRR by Pricing Model and Growth Motion

• Usage based SaaS has a median NRR of 108%, with the top quarter at 155%.
• Seat based SaaS has a median NRR of 98%.
• Hybrid subscription plus usage pricing reaches about 105% to 110%.
• Companies growing above 50% a year hold 111% NRR, while those growing under 10% hold 92%.
• Product led companies with strong expansion reach about 128% NRR.
• Low touch SMB sales motions sit near 98%.
• Only 13% of SaaS companies combine high NRR with fast CAC payback, and they grow 71% a year.

How NRR Links to Growth and Valuation

• SaaS companies with NRR of 110% to 120% grow 30% a year, and those at 120% to 130% grow 38%.
• Companies above 130% NRR grow 50% a year.
• Existing customers bring in 40% of new ARR.
• Median SaaS growth sits at 20% a year, while the median Rule of 40 score rises to 25%.
• NRR above 120% links to valuations of about 10 to 12 times ARR, against 6 to 8 times at 100%.

How AI Changes Net Revenue Retention

• AI native companies with at least $250K ARR have a median gross retention of 40% and NRR of 48%.
• AI native gross retention climbs from 27% to 40% within one year.
• Some early AI companies grow 200% while keeping less than 40% of revenue.
• AI apps priced above $250 a month keep 85% NRR, while apps under $50 a month keep 32%.
• Public software NRR stalls while gross retention holds near 90%.
• AI agents put seat pricing under pressure: a 500 seat customer that moves to 450 seats plus an agent cuts seats by 10%.
• 67% of private SaaS companies already charge for AI.
• About half of Snowflake revenue growth comes from AI products.
• Top growth AI driven companies hold about 125% to 130% NRR between $10M and $100M ARR.

NRR Forecasts and Trends

• Private SaaS NRR is forecast to rise to 104%.
• Gross retention is forecast to reach 91%.
• Usage and hybrid pricing keep gaining ground as AI agents replace seats.
• AI driven companies at scale aim for 115% to 130% NRR with 90% gross retention.
• Public software NRR shows early signs of a return to stronger levels.
• AI has room to automate 30% to 50% of work across business functions, which keeps pressure on seat counts.

What These NRR Numbers Mean for You

If your NRR sits above 110%, you beat the median by a wide margin and grow faster with zero extra sales spend. If you sit below 100%, look at churn first. Most companies below 100% lose more to cancellations than they gain from upsells.

Compare yourself with your own industry. A martech tool at 102% is doing well against peers, while a dev tools company at 102% trails the pack. And if you sell seats, test a usage or hybrid model, since the gap keeps widening as AI takes over seat based work.

Buyers now shortlist SaaS tools inside AI chat apps. These AI SEO statistics and the GEO basics guide show how SaaS brands show up when buyers ask AI tools for software picks.

SaaS NRR FAQs

What Is a Good Net Revenue Retention for SaaS?

Above 100% is good and above 110% is strong for most SaaS companies. For enterprise SaaS, 115% to 130% is good and above 130% is best in class.

What Is the Average NRR for SaaS Companies?

The median private SaaS company has an NRR of 101% to 102%. Smaller self serve SaaS companies sit lower, near 82%.

Which SaaS Industry Has the Highest NRR?

Dev tools and infrastructure lead at about 120% to 130%, followed by cybersecurity at about 115% to 125%.

Which SaaS Industry Has the Lowest NRR?

Martech and adtech sit lowest at about 100%, with about 22% of revenue lost to churn each year.

Does Usage Based Pricing Improve NRR?

Yes. Usage based SaaS has a median NRR of 108%, against 98% for seat based SaaS.

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