Varos Glossary

MRR Growth

What is MRR Growth?

MRR stands for Monthly Recurring Revenue, which is the monthly revenue your business can count on. The MRR Growth Rate is the change in MRR between one period and the next.

This indicator will likely be included in a number of other calculations, including your benchmark churn rate. A falling MRR rate is an early warning sign that your acquisition and retention efforts need improvement.

MRR growth rate formula:

  • MRR growth = Net MRR (now) - Net MRR (previous month) / Net MRR (previous month)

Keep in mind that obtaining the right data for this equation may certainly be difficult. Do you know how many customers your business has? Where does the data originate? What is their current payment amount?

Five types of MRR

Similar to several other SaaS metrics, MRR varies based on the insights you need. These might be stated as real monetary figures or as percentages (relative to the previous month) to indicate growth or fall rates.

  • New MRR: The MRR is generated only from new subscribers. When compared to Customer Acquisition Cost (CAC), it demonstrates the profitability of new subscribers.
  • Net MRR: This one is a combination of all 4 MRRs. This is an overview of the MRR's evolution. MRR often starts with Net MRR before delving into its components. As a percentage, this is referred to as "Net Revenue Retention."
  • Expansion MRR: The incremental MRR created by current customers, often as a consequence of an upgrade or subscription at a higher price. This often excludes subscribers that converted from a free trial, since they would be considered new MRR.
  • Reactivation MRR is the monthly revenue collected from previously canceled or churned subscriptions that are revived throughout the month.
  • Contraction MRR: The overall decrease in MRR resulting from downgrades and cancellations relative to the previous month. This metric, when presented as a percentage, is known as "Churn MRR."

Strategies for increasing MRR

Improving your MRR is not simple, but the work is worthwhile. Here are four immediate steps you may take to increase your monthly recurring income.

  • Facilitate consumers' ability to grow their use and spending

Make it simple for your subscribers to upgrade their service. Introducing tiered packages in which clients pay gradually to get access to more of your service or usage-based pricing depending on the number of users and the amount they use generates a scalable revenue strategy.

  • Reinforce your value

Nothing hinders MRR growth more than turnover. Some churn is inevitable, particularly if you prioritize quantity over quality while acquiring members. However, by emphasizing the importance of your product, you may convince clients who are considering leaving to reconsider. To do this, you must have excellent product and customer service, as well as customer communications that emphasize the primary advantages of your product.

  • Recognize and encourage upselling possibilities

Effective marketing and a product-driven growth plan may increase MRR via the addition of new customers, but often the biggest gains come from targeting current clients with larger budgets. This may be determined by comparing their present expenditure with you to their comparable spending power. A dominating brand with a low MRR may be suitable for growth. Examine consumption - whether it is people, time, or computing - to determine which customers are growing more dependent on your product. Depending on the scale of the potential, it may be preferable to steer these prospects away from your automatic upgrade flow and have informal discussions with them to arrange a custom (and more lucrative) package.

  • Correct your pricing approach

Pricing a product is not a precise science. Continuously testing multiple pricing points will bring you closer to the optimal price point for optimizing monthly recurring revenue.


The net MRR growth rate is an essential indicator for monitoring the development of your SaaS firm. Experts in the field consider a SaaS MRR growth rate of 10 to 20% to be favorable. To increase your MRR: acquire new clients, reduce turnover, Increase upgrades, and try different prices.