NRR benchmarks by stage
| Stage | Typical NRR range |
|---|---|
| Pre-PMF / Seed | 80–100% (retention is the priority) |
| Series A–B | 100–115% |
| Growth (>$10M ARR) | 110–130% |
| Best-in-class public SaaS | 120–160%+ |
Public company examples (peak NRR)
- Snowflake: 168% (FY2022) — consumption model
- Twilio: 135% (2021)
- HashiCorp: 128% (FY2023)
- HubSpot: ~105–110% (more SMB, more churn)
NRR by business model
Usage-based pricing consistently achieves higher NRR because customers naturally expand usage as they grow. Seat-based pricing NRR is more bounded — expansion requires selling more seats, which needs sales effort.
How to improve NRR
- Build product-led expansion triggers (usage alerts → upgrade prompts)
- Create seat/usage tiers with natural expansion paths
- Reduce contraction by improving onboarding and support for at-risk accounts
- Track customer health scores and intervene before churn
Calculate your current NRR with the NRR calculator.