18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
The percentage of customers who have left during a given period. Calculated either from the number of customers or from revenue value (revenue churn).
Why it matters
With a 5% monthly churn rate, the average customer stays for 20 months — a hard ceiling for LTV that no campaign can surpass.
What's missing without it
Without monitoring churn, marketing is pouring water into a leaky bucket: new customers replace those leaving instead of growing the base.
When it is used
When analyzing retention, evaluating product changes, planning customer retention activities.
How we use it
1,200 customers at the start of the month, 36 cancellations → 3% churn. The annual equivalent is already over 30%.
Fun fact
In subscription services, five percent monthly churn may sound harmless, but it means nearly half the customer base turns over in a year. That’s why retention teams monitor this metric daily, not quarterly.
Numbers worth knowing
Customer in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
10 pkt proc.
Deklarowany wzrost alokacji oszczędności na emeryturę po pełnym zapoznaniu się z ofertą przez respondentów poniżej 65 lat
BCG2025Europe
Figures from the same field — collected in our market data base.