Nothing churned this year. Nothing grew either.

A retention rate in the high nineties can describe a book of business that is quietly going backwards, and the accounts that look safest are usually the reason.

By Steve 5 min read
Abstract bridge artwork for Nothing churned this year. Nothing grew either.

A retention report that shows 96% of accounts renewed reads as good news. It usually is. But it answers only one question: did they leave?, and leaves the more important one untouched: did any of them get bigger? In a lot of businesses, the honest answer is that almost none did. The book held. It didn’t move. And because it didn’t move, every pound of growth for the year had to be bought at full price from strangers. Two numbers are hiding inside one word “Retention” is doing at least…

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