Retention & Cohorts

Retention & Cohorts

Where revenue compounds and where it leaks. Grouping clients by the year they first appeared shows whether each intake holds, grows or fades, so real retention is separated from new wins masking churn underneath.

Revenue by client vintage

Each calendar year's total revenue, broken down by when those clients first appeared. If the older layers hold or grow, the business is compounding within existing relationships. If they shrink while newer layers grow, acquisition is masking attrition.

The longest-standing clients

Clients ranked by how many months they have been billing, the base the business rests on. What the most loyal ones have in common is the pattern worth selling to again.

Are the clients you keep the ones that make you money?

Tenure and profit are not the same thing. A long relationship can still be a thin one. The lifetime-profit and margin columns above let you check that the clients you protect are the ones worth protecting.