Gross Retention excludes expansion - it shows pure churn / contraction loss. The gap between NRR and GRR is the expansion lift.
Peak NRR of 119% in FY2023-Q3. Latest is 110% - that's -9pp from peak.
Klaviyo is above the Sales & Marketing Tech Public median by +0pp (cell median: 110%)
Klaviyo (KVYO) is a sales & marketing tech company at the public stage. As of its most recent disclosure (FY2026-Q1), Klaviyo reported a Net Revenue Retention rate of 110% - a mid-pack result for B2B SaaS at this segment.
Klaviyo's NRR peaked at 119% in FY2023-Q3, 9pp above today's level.
Within its peer set (sales & marketing tech companies at public stage in the $5k-$25k acv band), Klaviyo's NRR is roughly in line with the cell median of 110%. Compare against the full peer cell aggregate for distribution and top performers.
Contract shape and forward-booked revenue.
Logo flow per period (count-side complement to dollar-based NRR).
Revenue, ARR, and team-size denominators for the productivity ratios.
Forward-booked revenue by maturity. Renewal pipeline visibility.
CS team segments: entrepreneur · SMB · mid-market · enterprise
CSM model: hybrid
Education programs: Customer Help Center
Customer Advisory Board: Yes
Computed from the data above. Shows where value comes from and where leakage hides.
Named CS initiatives across recent disclosures (newest first).
Next-generation marketing and analysis agent that can autonomously query data and create campaigns.
"The private preview we introduced in March includes the ability to autonomously query and analyze consumer data"
Allows businesses to create tailored agents for text, WhatsApp, email, RCS, and web chat.
"Customer Agent built on Klaviyo can now be entirely customized with our custom skills launch last week."
Launched AI agents for marketing and customer service to autonomously create, deliver, and optimize experiences.
"We have launched agents, including our Marketing Agent and Customer Agent."
New partnership combining Klaviyo's CRM with Accenture's services for large brands.
"exciting new partnership with Accenture, where we're combining Klaviyo's autonomous B2C CRM with their services"
New product line including Customer Hub, Customer Agent, and Help Desk generally available.
"released to general availability our new product line, Klaviyo Service, with Customer Hub, Customer Agent, and Help Desk"
AI agents that suggest and build complete marketing campaigns for businesses.
"launched an entirely new workflow for our customers to do marketing, and we're calling it Marketing Agents."
Uses recency, frequency, and monetary value analysis to provide recommendations for retention.
"We launched the RFM Action Center... to provide actionable recommendations for retention"
Enforcing pricing based on active profiles while introducing auto-downgrade features to reduce friction.
"Klaviyo introduced new pricing features... including auto downgrade and flexible sending options."
Challenges acknowledged by management. Useful peer signals - your team is probably not alone.
Rising text messaging carrier fees which the company is currently absorbing.
"Carrier fees have risen meaningfully across the industry... We chose to absorb them"
Customers are hesitant about how to train AI models and the quality of autonomous responses.
"they're not sure how to train up an agent... they're nervous about, like, hey, the quality of the responses."
Implementation of profile enforcement to reduce seasonality in Q4 and Q1 revenue.
"we implemented profile enforcement earlier this year, which reduces seasonality in our Q4 and Q1 revenue"
Historical volatility in SMB, though starting to see stabilization.
"notably, we started to see some stabilization in the SMB space"
Anticipated incremental churn due to moving customers to compliant plans.
"we do anticipate some incremental churn, which may impact customer accounts in Q1."
Curated quotes about customer outcomes, retention, renewals.
"Notably, our in-period NRR stabilized from Q3 to Q4, so while I don't want to call a floor... it's good to see some stability."
"Our average revenue per customer in Q4 was up 15% year-over-year, which is another very strong indicator to us that there's good product market fit."
"We're successful when our customers are successful, and we're excited to expand our already large partner ecosystem."
"Today, more than half of our ARR comes from multi-product customers... This deepens our relationships with customers, improves retention, and drives long-term growth."
"Our business model is fundamentally aligned with customer success. Because we price based on the number of active profiles and usage rather than seats, our revenue scales naturally as customers use more data."
"We are more a consumption, and we're more an outcome-based... very focused on this Klaviyo Attributed Value... that we're driving to our customers."
Side-by-side NRR, customer cohorts, commercial structure, and CS motion.
Klaviyo appears on 3 of our retention leaderboards.
Free to embed on your blog or board deck. Includes a small backlink to cust.co.
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| Period | NRR | GRR | Source type | Filing |
|---|---|---|---|---|
| FY2026-Q1 | 110% | - | earnings-call-transcript | source ↗ |
| FY2025-Q4 | 110% | - | 10-K | source ↗ |
| FY-2025 | 110% | - | 10-K | source ↗ |
| FY2025-Q3 | 109% | - | 10-Q-mdna | source ↗ |
| FY2025-Q2 | 108% | - | earnings-call-transcript | source ↗ |
| FY2025-Q1 | 108% | - | earnings-call-transcript | source ↗ |
| FY-2024 | 108% | - | 10-K | source ↗ |
| FY2024-Q4 | 110% | - | 10-Q-mdna | source ↗ |
| FY2024-Q3 | 110% | - | 10-Q-mdna | source ↗ |
| FY2023-Q3 | 119% | - | 10-Q-mdna | source ↗ |
| FY-2020 | 110% | - | 10-K | source ↗ |
| FY2020-Q4 | 108% | - | 10-K | source ↗ |
Generate a live retention report against Klaviyo and your full peer cell. Ungated. Downloadable as PDF.