Net Dollar Retention (NDR), also called Net Revenue Retention (NRR), measures the percentage of recurring revenue retained from existing customers over a period, including expansion, contraction, and churn. NDR above 100% means existing customers generate more revenue over time even without adding new customers, which is a strong signal of product-market fit and pricing power.
Shows if existing customers expand enough to offset losses. > 100% implies net expansion.
Early B2B 100–110%; Mid-stage 110–120%; Late 120–130%+. Segment by ICP/plan.
Start $100k; Expansion $15k; Contraction $3k; Churn $5k → ((100+15−3−5)/100)=107%.
Using bookings instead of MRR; not excluding one-offs; ignoring seasonality.
Traction slide: show NDR and GDR side-by-side with time window.
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