Good churn rates depend on your customer segment: enterprise SaaS should have <1% monthly churn, mid-market 1-3%, SMB 3-5%, and B2C SaaS 5-7%. But these benchmarks assume honest reporting — sellers often exclude annual-plan customers, zombie MRR, and paused accounts from their churn calculations. Always validate with raw subscription data.
This question — 'What Is a Good SaaS Churn Rate?' — is one of the most common questions a SaaS acquirer asks during diligence, and the answer a seller provides is almost always simpler than the underlying reality. The short answer is a useful starting point, but a buyer making a seven-or-eight-figure decision needs to understand why the answer is what it is, what assumptions are baked into it, and how it changes under different definitions.
The deeper truth is that any single-number answer to this question hides more than it reveals. The right answer depends on the target's customer segment (SMB vs mid-market vs enterprise), pricing model (monthly vs annual, seat-based vs usage-based), cohort vintage (are newer customers retaining better or worse than older ones?), and the definitional choices the seller made when computing the number they put in the data room. A benchmark range is a sanity check — the reconstruction from the revenue ledger is the actual diligence.
When you encounter this question in a live deal, the workflow is: (1) get the benchmark range to establish what 'good' looks like, (2) request the revenue ledger and recompute the metric under a standardized definition, (3) segment by cohort and customer type to find the variance behind the blended number, and (4) compare the reconstructed figure to the seller's reported figure. The gap — and in our experience there is almost always a gap — is the diligence finding.