NPS stands for Net Promoter Score: a customer loyalty metric built from a single question, "How likely are you to recommend this product to a colleague or friend?", answered on a 0 to 10 scale. Respondents are grouped into Promoters (9 to 10), Passives (7 to 8), and Detractors (0 to 6), and NPS is the percentage of Promoters minus the percentage of Detractors, giving a score anywhere from -100 to +100. It is a simple, widely used proxy for how much customers actually like your product, beyond whether they will keep paying for it.
By Pitchkit · Last Updated October 10, 2026
You ask customers one question: how likely are they to recommend your product, on a 0 to 10 scale. Anyone answering 9 or 10 is a Promoter, 7 or 8 is a Passive, and 0 to 6 is a Detractor. NPS is simply the percentage of Promoters minus the percentage of Detractors, producing a single number between -100 and +100.
NPS is a fast, standardized way for investors to gauge product love across companies they see, even though it says nothing about revenue directly. A rising NPS trend alongside growing revenue is a strong signal that growth is coming from genuine satisfaction rather than aggressive sales or marketing spend alone.
You survey 100 customers. Sixty answer 9 or 10 (Promoters), twenty answer 7 or 8 (Passives), and twenty answer 0 to 6 (Detractors). NPS equals 60% minus 20%, which is 40. That score of 40 sits comfortably in the good range for B2B SaaS.
In B2B SaaS, 30 to 50 is generally considered good, 50 to 70 is excellent, and anything above 70 is rare and world-class. Consumer products vary far more by category, so compare against similar products rather than a single universal benchmark. Any positive score means you have more promoters than detractors; a negative score is a real warning sign worth investigating immediately.
Surveying too infrequently to see trends, or so frequently that customers stop responding out of fatigue. Low response rates also skew the result toward whichever customers feel strongly enough to answer at all, usually your happiest or angriest users rather than the average one.
Collecting the score without following up on what Detractors actually say. The number itself matters less than acting on the qualitative feedback behind it.
On your traction slide, show the current score with the sample size and a trend if it is improving, for example: NPS 52 (n=340), up from 38 six months ago. A rising trend with a credible sample size is far more convincing than a single snapshot number.
Turn your metrics into a pitch narrative investors can follow.
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