Customer Equity Calculator
The value of the base, not of a customer.
Customer equity
$2,232,000
$3,667,247 in 3 years
Customer equity is the value of the base rather than of a single customer, which makes it the right lens for a retention investment. A one-point improvement in retention raises every customer's lifetime value at once, and this figure is where that shows up.
How the Customer Equity Calculator works
Customer equity is the value of the whole base rather than of one customer, which makes it the right lens for a retention investment. A one-point improvement in retention raises every customer's lifetime value at once, and this is where that shows up.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is customer equity?
Active customers times lifetime value. It is the closest thing to a balance sheet value for a customer base, and it moves with retention as much as with acquisition.
Why use it rather than LTV?
Because decisions about retention, product and service affect the whole base at once. LTV per customer hides the scale of what a retention improvement is worth.
How does it relate to business value?
For subscription and repeat-purchase businesses, closely. Acquirers value the recurring base, and customer equity is the direct measure of it.
What grows it fastest?
Retention, usually, because it raises lifetime value across every customer simultaneously. Acquisition grows the count linearly with spend; retention grows the value of everything you already have.