The Retention Reckoning. A research report published by SuccessCOACHING. Last updated: July 22, 2026. Please read this notice in full before relying on any part of this report.

1. Independence and non-affiliation

SuccessCOACHING is a brand of Antwoord42, LLC (d/b/a SuccessCOACHING) (“SuccessCOACHING”), an independent organization. It is not affiliated with, endorsed by, sponsored by, connected to, or authorized by KeyBanc Capital Markets (KBCM), KeyCorp (NYSE: KEY), KeyBank National Association, Sapphire Ventures, or any of their subsidiaries, affiliates, officers, or agents (collectively, the “Data Publishers”).

The Data Publishers have not reviewed, approved, commissioned, or contributed to this report and bear no responsibility for its contents, analysis, interpretations, or conclusions. Any reference to the Data Publishers is for identification and attribution only and does not imply any relationship, partnership, or endorsement in either direction.

2. Source data and attribution

The quantitative benchmarking data referenced in this report originates from the KeyBanc Capital Markets Private SaaS Company Survey, drawn across its annual editions published from 2019 through 2025 (seven editions in total, produced in partnership with Sapphire Ventures for the 2023–2025 editions), together with their associated press releases and materials made publicly available by the Data Publishers, including survey report PDFs, investor and press-relations communications, and content published on key.com and related official channels (collectively, the “Source Materials”). Because each edition reports prior-year actuals alongside forward-looking estimates, the data years these editions describe span a wider range than the publication years themselves.

The Source Materials, and all data, statistics, findings, and figures originating within them, are the property of and remain attributable to their respective owners. SuccessCOACHING claims no ownership of the underlying survey data. This report reproduces and analyzes that publicly available data for purposes of commentary, criticism, research, and education. Additional third-party sources cited in specific sections (for example, SaaS Capital retention benchmarks and the Reichheld and Sasser retention-economics research published in Harvard Business Review) are the property of their respective owners and are cited under the same commentary-and-analysis purpose.

3. Scope of verification, what was checked, and what was not

This report applies a documented verification process (described on the report’s Methodology and Data Integrity page) and labels each quantitative claim with a confidence tier. It is essential to understand precisely what that verification does and does not attest to.

What SuccessCOACHING verified: that the figures reproduced in this report faithfully and accurately represent the values as printed in the publicly available Source Materials, that is, transcription and representation fidelity against what the Data Publishers made public.

What SuccessCOACHING did NOT and cannot verify: the accuracy, completeness, reliability, or methodology of the underlying survey data itself. The Source Materials rest on self-reported responses from survey participants, sample sizes that vary by question and edition, respondent panels that change from year to year, and statistical choices (medians rather than means, pooled versus company-level aggregation) determined solely by the Data Publishers. SuccessCOACHING has no access to the underlying respondent data and makes no representation as to whether the Data Publishers’ figures are themselves correct.

Cross-edition restatements: the Data Publishers restate prior-year figures from one annual edition to the next, so the same data year may appear with different values across editions. Where SuccessCOACHING identified such a difference, it endeavored, wherever possible, to note that a figure had been updated between printings, to attribute each figure to a specific named edition, and to avoid combining values drawn from different editions into a single series. This effort was made in good faith and on a best-efforts basis; SuccessCOACHING does not represent that every such restatement across all editions and figures has been identified or reconciled. Verification of faithful representation is not a warranty of underlying truth. Where this report’s figures could not be located in or reconciled to the Source Materials, they are labeled accordingly and are not certified.

4. No warranty; provided “as is”

This report and all data, analysis, and materials within it are provided “as is” and “as available,” without warranty of any kind, whether express, implied, or statutory, including without limitation any implied warranties of accuracy, completeness, merchantability, fitness for a particular purpose, title, or non-infringement. SuccessCOACHING does not warrant that the report is free from errors or omissions. Data transcription, calculation, and interpretation are performed with care but may contain mistakes. To the extent any figure in this report conflicts with the original Source Materials, the original Source Materials govern.

5. Not professional advice

This report is provided for informational and educational purposes only. Nothing in it constitutes, and it may not be relied upon as: investment advice, a recommendation, a solicitation, or an offer to buy, sell, or hold any security, financial instrument, or interest in any company; financial, accounting, tax, legal, valuation, or other professional advice; a fairness opinion, credit assessment, audit, or due-diligence report; or a basis for any investment, financing, hiring, pricing, strategic, or operational decision.

No fiduciary, advisory, or professional relationship is created between SuccessCOACHING and any reader by publication of or access to this report. Readers should consult their own qualified financial, legal, tax, and professional advisors before making any decision. Any action a reader takes based on this report is taken at the reader’s sole risk.

6. Analysis, interpretation, and forward-looking statements

This report contains three distinct categories of content, which must not be conflated:

Reported data, figures reproduced from the Source Materials and attributable to the Data Publishers.
Derived figures, calculations SuccessCOACHING performed from reported data, labeled as such, with formula and inputs recorded. These are SuccessCOACHING’s work, not the Data Publishers’.
Interpretation and forward-looking statements, the report’s framing, causal claims, projections, forecasts, and conclusions. These are SuccessCOACHING’s independent editorial opinion and analysis. They are not statements of fact, are not attributable to the Data Publishers, and are not endorsed by them.

Forward-looking statements, including any projection, forecast, inflection estimate, or claim about future conditions, are inherently uncertain, reflect assumptions and judgment as of the date of writing, and are not guarantees. Actual outcomes may differ materially. SuccessCOACHING undertakes no obligation to update any forward-looking statement.

7. Methodology limitations

Readers should weigh the report’s conclusions in light of, among other limitations: reliance on self-reported survey data; sample sizes that vary by question and may be small for certain cuts; respondent panels that change across survey editions, such that the same historical year may be reported with different values in different editions; the use of medians and pooled aggregates that may not represent any individual company; the absence of fixed-cohort longitudinal data; and the general limitations of benchmarking surveys as a basis for conclusions about causation. Where the report draws inferences across these limitations, it labels them as interpretation rather than finding.

8. Point-in-time; no duty to update

This report reflects the Source Materials as published and available as of the dates cited, and reflects SuccessCOACHING’s analysis as of the report’s publication date. Data, conditions, and the Source Materials themselves may change after publication. SuccessCOACHING undertakes no obligation to update, revise, or supplement this report and does not represent that it remains current after its publication date.

9. Limitation of liability and no reliance

To the maximum extent permitted by applicable law, SuccessCOACHING and its owners, officers, employees, contractors, and agents shall not be liable for any loss or damage, including without limitation any direct, indirect, incidental, consequential, special, exemplary, or punitive damages, or any loss of profits, revenue, data, goodwill, or business opportunity, arising out of or in connection with the use of, reliance on, or inability to use this report or any information within it, whether based in contract, tort (including negligence), strict liability, or any other theory, and whether or not SuccessCOACHING has been advised of the possibility of such damage.

The reader assumes all risk associated with any use of or reliance on this report. Some jurisdictions do not permit the exclusion or limitation of certain liabilities; in such jurisdictions, liability is limited to the greatest extent permitted by law.

10. Intellectual property and fair use

Factual data and statistics are not themselves subject to copyright and remain attributable to their sources as described above. This report’s original expression, its written analysis, structure, commentary, charts, presentation, and design, is the intellectual property of SuccessCOACHING, © 2026 SuccessCOACHING, all rights reserved. Quotation and reproduction of Source Material figures are made for the purposes of commentary, criticism, research, and education.

“KeyBanc,” “KeyBanc Capital Markets,” “KBCM,” “KeyCorp,” “KeyBank,” “Sapphire Ventures,” and all related names, logos, and marks are the trademarks or registered trademarks of their respective owners. Their use in this report is nominative, for identification and attribution, and does not imply any affiliation, sponsorship, or endorsement. All other trademarks referenced are the property of their respective owners.

11. Corrections

SuccessCOACHING has made reasonable efforts to represent the Source Materials accurately and welcomes correction. If you identify a discrepancy between this report and the original Source Materials, please contact hello@successcoaching.co and it will be reviewed and, where warranted, corrected. This report maintains a corrections log as part of its Data Integrity documentation.

12. Governing terms

This notice, and any dispute arising from or relating to this report, is governed by the laws of the State of California, without regard to conflict-of-laws principles. If any provision of this notice is held unenforceable, the remaining provisions remain in full force and effect. By accessing or using this report, you acknowledge that you have read, understood, and agree to this notice in its entirety.

This notice applies to The Retention Reckoning in all formats in which SuccessCOACHING publishes it, including web, PDF, and presentation formats.