NRR — are existing cohorts growing or shrinking over time?
Inputs (12-month period)
Results
NRR—%
Gross retention
—
Net change
—
Ending MRR (cohort)
—
Components
Movement
MRR
% of Start
Trajectory at this NRR
Year
Cohort MRR
About this calculator
NRR (Net Revenue Retention) is the most predictive single metric for subscription business health. A SaaS or subscription business with 110%+ NRR can grow without acquiring new customers — existing customers expand faster than churn shrinks. Below 100% NRR, you\'re on an acquisition treadmill where every new sale only partially offsets existing-customer losses.
The math has four moving parts: starting MRR (the cohort\'s revenue at period start), churn (full cancellations), downgrades (lower tier moves), expansion (current-tier upgrades or seat additions), and upsells (new product attached). NRR = (Start − Churn − Downgrade + Expansion + Upsell) ÷ Start.
The benchmark to internalize: B2B SaaS targets 110%+, consumer subscription targets 95%+, both shoot for higher. Above 120% is best-in-class — you\'re effectively doubling existing-customer revenue every 3-4 years from the existing base alone. Below 90% is a serious problem masked by acquisition growth.
Pair with the Subscriber LTV, Churn Revenue Impact, and Expansion Revenue calculators for fuller subscription economics. NRR is the score; the other tools diagnose where to drive change.
Frequently asked questions
What is NRR?
Net Revenue Retention measures whether existing customers grow, stay flat, or shrink in revenue over a period (usually 12 months). NRR = (Starting MRR − Churned MRR − Downgraded MRR + Expanded MRR + Upsell MRR) ÷ Starting MRR.
What's a healthy NRR?
B2B SaaS: 100%+ is healthy, 110%+ is best-in-class. Consumer subscription: 95%+ is healthy because expansion revenue is harder. Above 100% NRR means existing customers grow revenue faster than churn shrinks it — the holy grail of subscription economics.
Why is NRR so important to investors?
NRR predicts long-term revenue growth without acquisition. A business with 120% NRR doubles existing-customer revenue every ~3.8 years before any new sales. Below 100% NRR means you're running on a treadmill — every new sale is partially offset by existing-customer shrinkage.
How does NRR differ from gross retention?
Gross retention only counts losses (churn + downgrades). NRR adds back expansion (upgrades, upsells, seat additions). A business can have 90% gross retention (10% lost) but 110% NRR if expansion adds 20% on top.
How do I improve NRR?
Three levers. Reduce churn (better onboarding, customer success, sticky features). Reduce downgrades (right-size pricing tiers so customers don't hit them). Drive expansion (usage-based pricing, upsells, cross-sells, seat additions). The expansion lever has the highest ceiling.