Retention

The share of customers or revenue you keep over a period, the opposite side of churn. Gross revenue retention measures how much of last period’s recurring revenue you kept before any new sales.

Keeping customers is cheaper than finding new ones, and strong retention compounds. Investors read retention as the clearest signal that people genuinely value what you sell.

Of the £5,000 recurring revenue you began the month with, you kept £4,750. Your gross revenue retention is 95%.