Retention and expansion
Who stays, who grows, and why the rest leave. Contractors are small businesses, so logo churn is the main lever:
the 12-month NRR below is the governed nrr_12m metric, the same one the AI analyst uses.
12-month NRR
Healthy accounts
On watch
At risk
MRR on watch or at risk
Retention by signup cohort
Share of each month's new paying accounts still paying N months later. Read across a row to follow one cohort; read down a column to see whether newer cohorts hold on better than older ones.
When the revenue line sits above the accounts line, the customers who stay are upgrading or adding add-ons faster than the leavers take revenue away.
Why accounts leave
Measurement accuracy leads both charts: redone roof reports drive tickets first and cancellations later. Ticket themes come from a classifier trained on 300 hand-labelled tickets (see Data health).
Add-ons
Accounts to call this week
Lowest health score first. The score is rule-based (logins, proposals sent, tickets and report redos), so every point can be explained to the account manager.