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Free Tool
Calculate retention and churn rates, and the value of keeping more customers
This customer retention calculator reveals the true cost of churn and the outsized value of even small retention improvements.
It works for any recurring-revenue business — subscription products, clubs and membership organisations alike. Enter your numbers below to see your retention and churn rates and what improving them is worth.
For a sector reference point, the membership median renewal rate is 84% — and just 74% for first-year members (MGI 2025 Membership Marketing Benchmarking Report).
Enter your customer numbers to see retention rates, churn costs, and improvement opportunities.
Your Numbers
The share of members who lapse or fail to renew each year.
Subscription plus ancillary spend, per member, per year.
How many percentage points you could realistically cut churn by.
The Leak
£45,000
Revenue lost every year · 150 members · 15% of total
Of this year's £300k member revenue
£116k
Lost over 3 years if unreplaced
£9.0k
Saved per year at 12% churn
Cutting churn by just 3 points keeps £9,000 in the bucket every year — usually far cheaper than acquiring the same revenue from scratch.
Plug the leak — book a free consultationAll calculations happen in your browser. We don’t store any data.
Get help improving your retentionStart with 1,000 customers, gain 200, end with 1,050 → 85% retention. Churn is the inverse.
Acquiring a customer can cost five to 25 times more than retaining one (Harvard Business Review). Retention gains compound into lifetime value and lower acquisition spend.
If your customers are members, use the dedicated membership retention calculator, and see how you compare against a good membership retention rate. Our member retention services can help you close the gap.
Customer retention rate = ((Customers at End − New Customers Acquired) ÷ Customers at Start) × 100. For example, starting with 1,000 customers, gaining 200, and ending with 1,050 gives ((1,050 − 200) ÷ 1,000) × 100 = 85%. Removing new acquisitions is what makes this a true measure of how well you kept your existing customers.
It varies by industry, but for subscription and membership businesses a useful reference point is the membership sector median renewal rate of 84% (MGI 2025), dropping to 74% in the first year. First-year and first-90-day retention is where most businesses lose customers, so benchmark new customers separately from your established base.
Because acquiring a new customer can cost five to 25 times more than keeping an existing one, according to Harvard Business Review. Small improvements in retention compound: they lift lifetime value, reduce the acquisition spend needed just to stand still, and are usually the fastest route to profitable growth.
Yes. It is completely free with no sign-up required. All calculations happen in your browser, and nothing you enter is stored or sent to us.
Now you’ve used the customer retention calculator, put the numbers to work. Our specialists help subscription businesses, clubs and membership organisations keep more customers.
Get Retention Help
Free customer retention calculator to work out your retention and churn rates.