Annual Recurring Revenue (ARR)

The total predictable revenue a subscription business earns each month, normalised to exclude one-time charges. MRR is tracked as new MRR, expansion MRR, contraction MRR, and churned MRR to understand the drivers of revenue movement.

Revenue that is contractually expected to continue on a regular basis, such as subscriptions, maintenance contracts, or licensing fees. Recurring revenue is more predictable than one-time sales and is valued at higher multiples because it reduces risk and improves forecasting accuracy.

The percentage of recurring revenue retained from existing customers over a period, excluding any expansion revenue. GRR isolates the impact of churn and contraction and can never exceed 100%.

Total revenue divided by the number of employees, providing a high-level measure of workforce productivity and operational efficiency. Revenue per employee varies significantly by industry and business model, and is influenced by the level of automation and intangible asset investment.

An assessment of the sustainability, predictability, and growth trajectory of a company's revenue streams, examining factors such as the proportion of recurring versus one-time revenue, customer concentration, contract duration and renewal rates, pricing power, and the distinction between organic and acquisition-driven growth. Revenue quality analysis is a core component of financial due diligence in M&A transactions and directly impacts the selection of appropriate valuation multiples.

A valuation multiple calculated by dividing enterprise value by revenue, used to value businesses where profitability is not yet meaningful — such as early-stage companies, high-growth SaaS businesses, and pre-profit biotech firms. EV/Revenue is less susceptible to manipulation through accounting choices than earnings-based multiples but provides less insight into operating efficiency.

A software distribution model in which applications are hosted by a service provider and made available to customers over the internet on a subscription basis. SaaS businesses are characterised by recurring revenue, high gross margins, and significant intangible asset value in software and customer relationships.

An economic model in which businesses generate recurring revenue by providing ongoing access to products or services rather than one-time sales. The subscription economy elevates the importance of intangible assets such as customer relationships, brand trust, and product stickiness, which together determine retention and lifetime value.

SaaS Intangible Assets: ARR, Churn, and Customer Value

SaaS businesses generate value through intangible assets that compound over time — customer relationships measured by ARR and retention, technology platforms that scale without proportional cost, and data assets that improve with usage. Understanding the intangible asset composition of a SaaS business changes how you value it.

How is the Rule of 40 calculated and when does it apply?

The Rule of 40 states that a healthy SaaS company's revenue growth rate plus profit margin should exceed 40% — it applies primarily to SaaS companies at scale and is used by investors to assess growth-profitability balance.

What is customer relationship value and how is it measured?

Customer relationship value is the profit generated by customer relationships over their lifetime. It's measured via LTV (lifetime value) and is often the largest intangible asset for recurring revenue businesses.