Why Indicative Has Hit $1M in ARR With Only Has One Pricing Axis

As a business owner, understanding your customer’s habits, behaviors, and interactions with your products and services makes your job infinitely easier. If you can get inside the head of your users, you can more effectively design your offering and message it accordingly, ultimately improving the economics of your company.

Indicative is a platform built to provide behavioral analytics for marketers, product managers, and analysts that help better understand the complete customer journey. Their software help businesses optimize acquisition, increase lifetime value, maximize retention, and more.

How much is Indicative doing in ARR?

Indicative is a pure-play SaaS business that operates on a freemium basis. The company offers a free version of their product with their enterprise version starting at $1k per month. CEO Jeremy Levy explained that the business prices solely on features and has some customers paying up to $100k annually.

Indicative has grown to serve 1k total users at this point in time. While specifics around revenue were not disclosed, Levy explained that the company is currently operating around break even. With their current team size, a $1M ARR run rate can reasonably assumed.

What is Indicative’s churn?

Among activated, paying customers, Indicative is currently exhibiting 5% gross logo churn annually. Levy explained that the company must get their users to manually build out a core set of KPI’s using their platform in order to drive stickiness and are working to automate this going forward.

In terms of customer acquisition, the company is focused on using their freemium product to attract new leads and uses an inbound sales team to convert them to paid customers. At this point in time, Indicative spends around $6k to land a new deal and receives payback within 6 months.

How much has Indicative raised?

Launched in 2014, Indicative has raised more than $4M in total outside capital. Levy founded the company after exiting from his location-based dating application to Match.com and spinning out the intellectual property from that venture into their current product.

Indicative’s team of 15 full-time employees is based in New York.