Acquisition · Updated June 2026
CAC Benchmarks
Customer acquisition cost by industry and ARR band. Blended CAC across all channels unless otherwise noted.
Where does your CAC land?
Enter your numbers to see how you compare against benchmarks for your industry and ARR band.
Your blended CAC
Blended CAC by industry and ARR band
| Industry | ARR Band | Median CAC | Top Quartile CAC | CAC Range | Rating |
|---|---|---|---|---|---|
| General B2B SaaS | Under $1M | $4,200 | $2,100 | $1,800–$8,500 | Emerging |
| General B2B SaaS | $1M–$5M | $6,800 | $3,400 | $2,500–$14,000 | Early Growth |
| General B2B SaaS | $5M–$20M | $12,500 | $6,200 | $4,000–$28,000 | Growth |
| General B2B SaaS | $20M–$50M | $22,000 | $11,500 | $8,000–$45,000 | Scale |
| General B2B SaaS | $50M–$100M | $38,000 | $19,000 | $14,000–$72,000 | Late Growth |
| General B2B SaaS | $100M+ | $58,000 | $29,000 | $20,000–$110,000 | Mature |
| Fintech / Financial Services | $1M–$5M | $9,400 | $4,700 | $3,500–$19,000 | Regulated |
| Fintech / Financial Services | $5M–$20M | $18,500 | $9,200 | $7,000–$38,000 | Regulated |
| Fintech / Financial Services | $20M–$50M | $32,000 | $16,000 | $12,000–$60,000 | Regulated |
| Fintech / Financial Services | $50M–$100M | $52,000 | $26,000 | $18,000–$95,000 | Regulated |
| Security / Compliance | $1M–$5M | $11,200 | $5,600 | $4,200–$22,000 | High CAC |
| Security / Compliance | $5M–$20M | $24,000 | $12,000 | $9,000–$48,000 | High CAC |
| Security / Compliance | $20M–$50M | $42,000 | $21,000 | $16,000–$80,000 | High CAC |
| Dev Tools / Infrastructure | $1M–$5M | $3,800 | $1,900 | $800–$8,500 | Low CAC |
| Dev Tools / Infrastructure | $5M–$20M | $7,200 | $3,600 | $2,000–$16,000 | Low CAC |
| Dev Tools / Infrastructure | $20M–$50M | $14,000 | $7,000 | $5,000–$30,000 | Low CAC |
| HR / Workforce | $5M–$20M | $15,500 | $7,800 | $5,500–$32,000 | Growth |
| HR / Workforce | $20M–$50M | $28,000 | $14,000 | $10,000–$55,000 | Scale |
| MarTech / Sales Tech | $1M–$5M | $5,500 | $2,750 | $2,000–$12,000 | Early Growth |
| MarTech / Sales Tech | $5M–$20M | $10,500 | $5,250 | $3,800–$22,000 | Growth |
| Healthcare / MedTech | $5M–$20M | $28,500 | $14,200 | $10,000–$58,000 | High CAC |
| Healthcare / MedTech | $20M–$50M | $48,000 | $24,000 | $18,000–$90,000 | High CAC |
| Vertical SaaS | $1M–$5M | $7,200 | $3,600 | $2,800–$15,000 | Early Growth |
| Vertical SaaS | $5M–$20M | $13,800 | $6,900 | $5,000–$28,000 | Growth |
Sources: Bessemer Venture Partners State of the Cloud 2024, OpenView SaaS Benchmarks 2024, KeyBanc Capital Markets SaaS Survey 2023. Figures reflect blended (all-channel) CAC medians and top-quartile performers.
How to read this table
Median CAC is the midpoint for companies in that segment. Top Quartile CAC is what the most efficient 25% achieve. High CAC sectors (healthcare, security, fintech) are justified by higher ACV and longer retention — compare CAC to LTV, not in isolation. Dev Tools companies often benefit from PLG motions that compress blended CAC significantly.Related benchmarks