SMB-focused SaaS churn benchmark — 3–7% monthly logo churn (≈31–58% annually); DIY builders fit this reference class

Claim: SMB-focused SaaS generally runs 3–7% monthly logo churn (≈31–58% annually) per multiple SaaS-benchmark compilations.

Source: SaaS-benchmark compilations (multi-source); 2025 Recurly Churn Report (see 2025 Recurly Churn Report — median B2B SaaS annual churn 3.5% (2.6% voluntary, 0.8% involuntary); SMB 3–7% monthly; consumer 6.5–8%).

Confidence: Industry-consensus (analogous category, not direct measurement of DIY builders specifically).

Why this matters for Candid: This is the independent comparator to set against vendor-cited retention figures (GoDaddy FY2025 10-K — ~85% customer retention (84% in 2024 due to divestitures); 90% for >3-year cohort, Wix FY2025 net revenue retention 105% (Q4 earnings call) — NRR is not logo retention). DIY builders are SMB self-serve SaaS — the high end of this range is the more plausible reference class than enterprise retention. Pair with the Verisign domain-renewal proxy (.com/.net domain renewal — preliminary 75.0% Q4 2025 (final 75.4% Q3 2025); low-to-mid-70s since 2004) for triangulation.