Customer Relationships

The total cost of acquiring a new customer, including marketing, sales, and onboarding expenses. Optimising the ratio of customer lifetime value to CAC (LTV:CAC) is a central challenge for growth businesses and a key metric scrutinised by investors.

A software system that creates a unified, persistent customer database accessible to other systems by collecting and integrating customer data from multiple sources — including CRM, website analytics, email, social media, transactions, and customer service interactions. CDPs resolve customer identities across channels and devices to build comprehensive individual profiles, enabling personalised marketing, customer journey orchestration, and advanced segmentation.

The value embedded in a company's external relationships with customers, suppliers, partners, regulators, and other stakeholders. Relational capital is a core category of intangible assets that underpins revenue stability, market access, and collaborative innovation capacity.

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 identifiable intangible asset representing the value of unfulfilled orders or contracts at the date of a business combination. Backlog intangibles are recognised separately under purchase price allocation and are amortised as the underlying orders are fulfilled.

The competitive benefit gained by a company that is the first to enter a new market or introduce a new product category. First-mover advantage creates intangible value through brand recognition, customer lock-in, and proprietary learning curves, although sustaining the advantage requires continued investment in innovation and customer relationships.

Internally generated brands are brand assets a business builds itself over time rather than acquiring them in a transaction. IAS 38.63 (IFRS) names a specific family — internally generated brands, mastheads, publishing titles and customer lists, together with items similar in substance — and does not permit their recognition as intangible assets.

A customer loyalty metric derived from a single survey question asking respondents how likely they are to recommend a company, product, or service on a scale of zero to ten. NPS is widely used as a proxy for customer relationship quality and brand strength, both of which are critical intangible assets influencing long-term enterprise value.

LTV:CAC for Founders: The Ratio That Predicts Fundraising Success

LTV:CAC is the ratio investors use to determine whether your business model works. This guide explains how to calculate it correctly, the benchmarks by stage and business model, and why improving LTV:CAC signals intangible asset compounding.

How do you account for customer attrition in intangible asset valuations?

Customer attrition is modelled by analysing historical churn data at the cohort level, applying survival curves to project future revenue decline from existing customers, and determining the weighted-average useful life.

How do professional services firms value their intangible assets?

Professional services firms derive most value from client relationships, assembled workforce (key personnel), brand reputation, and proprietary methodologies — with workforce often being the dominant driver.

How are loyalty programmes and customer reward assets valued?

Loyalty programmes are valued using the income approach based on the incremental revenue and retention benefit they generate, adjusted for the liability of outstanding unredeemed points or miles.