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Client Retention Rate Calculator

Calculate your agency’s client retention rate and the revenue lost to churn.

How the client retention rate calculator works

Retention is one of the strongest drivers of agency value. This calculator gives the retention rate for a period and puts a dollar figure on churn.

Formula

Retention = (Clients at end − New clients) ÷ Clients at start.

How to use it

1. Enter clients at the start and end of the period.
2. Enter new clients added.
3. Enter average annual revenue per client.

Worked example

1,250 clients at the start, 1,310 at the end with 190 new: 1,120 retained, an 89.6% retention rate.

Frequently asked questions

What is a good retention rate for an agency?

Many agencies track around 85–95%; personal lines usually run lower than commercial lines.

Should I measure by client or by revenue?

Both. Revenue retention shows whether you keep your largest accounts.

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