Customer Retention Dashboard

Vantara Labs • B2B Data Enrichment Platform • $22.4M ARR • 520 Active Accounts

Net Revenue Retention deconstructed into four components—expansion, contraction, reactivation, and churn—traced backward through cohort vintages. Target: NRR ≥ 120% trailing-12-month basis.

As of
Dec 31, 2024
Net Revenue Retention
114.2%
-3.8% vs target
Gross Revenue Retention
91.4%
+1.2% MoM
MRR Expansion Rate
22.8%
+0.4% MoM
Upsell Velocity
127
median days to first expansion
Reactivation Rate
8.3%
of churned MRR (12mo)
Logo Churn Rate
4.7%
+0.9% MoM

NRR Waterfall — Trailing 12 Months

MRR Expansion Rate by Cohort Vintage

Contraction MRR by Segment

Product Line Attach Rate by Segment

Enterprise — Analytics Add-on 61%
Mid-Market — Analytics Add-on 38%
SMB — Analytics Add-on 14%
Enterprise — API Premium 44%
Mid-Market — API Premium 22%
Enterprise — Data Lakehouse 29%

Expansion MRR Concentration

0.18
Herfindahl Index (expanding accounts)
Moderately concentrated. Top 10 expanding accounts represent 32% of total expansion MRR. Healthy distribution vs. 2023 Q2 spike (0.31).

Logo Churn Rate by Acquisition Channel — Last 6 Months

NRR Component Table by Cohort Vintage

Cohort Starting MRR Expansion Contraction Churn Reactivation NRR
2023 Q1 $412K +$129K -$18K -$31K +$8K 128.4%
2023 Q2 $389K +$94K -$27K -$41K +$6K 118.2%
2023 Q3 $451K +$78K -$34K -$49K +$4K 108.8%
2023 Q4 $478K +$102K -$38K -$52K +$9K 112.1%
2024 Q1 $502K +$91K -$41K -$57K +$7K 109.6%
2024 Q2 $487K +$106K -$29K -$44K +$11K 116.7%
2024 Q3 $519K +$88K -$46K -$61K +$5K 106.4%
2024 Q4 $534K +$119K -$33K -$48K +$13K 119.3%

Key Insights & Action Items

  • 2023 Q1 cohort leading: 128.4% NRR driven by 61% Analytics Add-on attach rate. Replicate onboarding playbook across 2024 cohorts.
  • 2024 Q3 cohort flagged: 106.4% NRR, highest contraction MRR ($46K). 72% of contraction from SMB segment downgrading API tier.
  • Upsell velocity improved: Median 127 days (down from 141 in Q3). New CSM workflow reducing time to first expansion by 14 days.
  • Reactivation underperforming: 8.3% of churned MRR vs. 12% target. Pilot win-back campaign in Jan targeting 2023 H2 churns.

Segment Breakdown

Enterprise
71 accounts
Avg ARR
$189K
Mid-Market
229 accounts
Avg ARR
$31K
SMB
220 accounts
Avg ARR
$7.2K