What is good retention? Benchmarks by product type
Based on advice from Lenny Rachitsky · Updated 2 October 2026
Short answer
It depends on the product. Lenny Rachitsky's benchmarks for users still active after 6 months: about 25% is good and 45% great for consumer social, 40% and 70% for consumer SaaS, 60% and 80% for SMB and mid-market SaaS, and 70% and 90% for enterprise SaaS.
User retention after 6 months
- Consumer social: about 25% is good, 45% is great
- Consumer transactional: about 30% is good, 50% is great
- Consumer SaaS: about 40% is good, 70% is great
- SMB and mid-market SaaS: about 60% is good, 80% is great
- Enterprise SaaS: about 70% is good, 90% is great
Net revenue retention after 12 months
Net revenue retention counts expansion revenue from the customers who stay, so it can go above 100%.
- Consumer SaaS: about 55% is good, 80% is great
- Bottom-up SaaS: about 100% is good, 120% is great
- Land-and-expand SaaS for very small businesses: about 80% is good, 100% is great
- Land-and-expand SMB and mid-market SaaS: about 90% is good, 110% is great
- Enterprise SaaS: about 110% is good, 130% is great
In your deck
If your retention is at or above "good" for your category, say so on the traction slide with the benchmark next to it. Investors read retention as proof that growth will last.
Read the originals
- What is good retention · Lenny Rachitsky
The original benchmarks, gathered from operators and investors (June 2020).
- Cohort analysis template · Christoph Janz (Point Nine)
Calculate retention by cohort so you can compare it with the benchmarks.
- Why churn is critical in SaaS · David Skok
Why retention caps how big you can grow.
Questions founders ask
- What is a good retention rate for SaaS?
- By Lenny Rachitsky's benchmarks, about 60% of users still active after 6 months is good for SMB and mid-market SaaS, and 70% for enterprise SaaS.
- What is good net revenue retention?
- It depends on the model. Lenny Rachitsky's benchmarks put good at about 100% for bottom-up SaaS and 110% for enterprise SaaS, and great at 120% and 130%.
- What is good retention for a consumer app?
- About 25% after 6 months is good for consumer social apps and 45% is great, by Lenny Rachitsky's benchmarks.
Get your deck reviewed the same way.
Comments on every slide, the words to change highlighted, and the 3 fixes that matter.
Keep reading
- How to know if you have product-market fit
Marc Andreessen's definition of product-market fit, and the 40% survey Superhuman used to measure it: the questions, the threshold and how to raise your score.
- How to make the traction slide in your pitch deck
What YC says goes on a pitch deck traction slide, with real examples from YouTube, Coinbase, LinkedIn and Uber, and benchmarks for good retention.