Churn & retention revenue simulator
Project recurring revenue with logo churn, expansion, and new sales. Use this to sanity check retention targets, sales plan assumptions, and growth trajectories.
Retention clarity
Understand gross and net retention from your churn and expansion inputs.
MRR projection
See how MRR evolves month by month with new sales added.
Retention benchmarks
Track net retention against your growth expectations.
Enter your inputs
Use monthly rates for churn and expansion. New MRR is the net new sales you add each month.
Founder tip
Use conservative churn and expansion rates to avoid overestimating net retention.
Retention snapshot
Results update instantly. Share the scenario with your team.
Net revenue retention (NRR)
101.8%
Gross retention: 97.0%
Ending MRR
$168,698
Growth multiple: 3.37x
Total churned MRR
$36,808
Total expansion MRR
$59,506
Share this model
Links include your inputs so your team sees the same scenario.
MRR projection table
12 months simulated| Month | Starting MRR | Churned | Expansion | New MRR | Ending MRR |
|---|---|---|---|---|---|
| 1 | $50,000 | $1,500 | $2,425 | $8,000 | $58,925 |
| 2 | $58,925 | $1,768 | $2,858 | $8,000 | $68,015 |
| 3 | $68,015 | $2,040 | $3,299 | $8,000 | $77,273 |
| 4 | $77,273 | $2,318 | $3,748 | $8,000 | $86,703 |
| 5 | $86,703 | $2,601 | $4,205 | $8,000 | $96,307 |
| 6 | $96,307 | $2,889 | $4,671 | $8,000 | $106,089 |
| 7 | $106,089 | $3,183 | $5,145 | $8,000 | $116,051 |
| 8 | $116,051 | $3,482 | $5,628 | $8,000 | $126,198 |
| 9 | $126,198 | $3,786 | $6,121 | $8,000 | $136,533 |
| 10 | $136,533 | $4,096 | $6,622 | $8,000 | $147,059 |
| 11 | $147,059 | $4,412 | $7,132 | $8,000 | $157,779 |
| 12 | $157,779 | $4,733 | $7,652 | $8,000 | $168,698 |
How to use this model
Keep churn and expansion in monthly percentages and update the new MRR input to match your sales plan. If you want to stress-test retention, increase churn or lower expansion.
Quick check
Net retention above 100% means expansion offsets churn. Below 100% requires new sales to grow.
FAQs
What is net revenue retention (NRR)?
NRR measures how much recurring revenue you keep and expand from existing customers after churn. This model applies expansion to retained MRR.
What is gross revenue retention (GRR)?
GRR is revenue retained after churn but before expansion. It is calculated as 1 minus logo churn in this simplified model.
How should I set expansion?
Use historical expansion or a conservative target. Expansion is applied after churn each month in the simulator.
Is my data stored?
No. All calculations run locally in your browser and nothing is stored on the server.