NPS Benchmarks 2026
What Is a Good NPS Score?
NPS scores range from -100 to +100. Most industries consider 30+ good, 50+ great, and 70+ excellent - but the right benchmark depends on your industry and how you segment your responses.
NPS Score Ranges Explained
NPS is calculated by subtracting the percentage of Detractors (0–6) from Promoters (9–10). Passives (7–8) are excluded from the calculation.
World-class loyalty. Apple, Costco, and Chewy territory.
Significantly above average. Strong word-of-mouth.
Solid. Most healthy SaaS companies sit here.
More passives than promoters. Churn risk is real.
Detractors outnumber promoters. Address urgently.
Formula: NPS = % Promoters (9–10) − % Detractors (0–6). A score of 40 means 40% more of your respondents are Promoters than Detractors. Passives (7–8) count against you implicitly by diluting the Promoter percentage.
NPS Benchmarks by Industry 2026
Industry NPS benchmarks vary significantly. Comparing your score to the right industry average matters more than chasing an arbitrary number.
Industry
Typical range
Good score
B2B SaaS
30–45
50+
Consumer SaaS
40–55
60+
eCommerce
40–55
60+
Financial Services
30–45
55+
Healthcare
25–40
50+
Insurance
20–35
45+
Retail
45–60
65+
Telecom
15–25
35+
Benchmarks reflect aggregated industry data. Your actual benchmark should be against direct competitors in your market segment.
B2B SaaS NPS Benchmarks
SaaS NPS benchmarks vary significantly by stage and customer segment. B2B NPS benchmarks run lower than consumer products - typically 30–45 - because enterprise buyers have higher expectations and more complex needs.
15–30
Early-stage SaaS
Normal for products under 2 years old. Users are still forming habits. Focus on onboarding.
30–45
Growth-stage SaaS
Healthy for most B2B SaaS. You have a clear ICP and product-market fit is established.
50+
Category leaders
Rare in B2B SaaS. Usually signals strong switching costs, great support, or deep workflow integration.
Why your overall NPS score is misleading
A B2B SaaS company with an overall NPS of 38 might look healthy. But if you segment by plan:
+62
Free plan users
5% of revenue
+35
Pro plan users
15% of revenue
-8
Enterprise users
80% of revenue
Enterprise users - who represent 80% of revenue - are Net Detractors. The overall score of 38 masked a serious churn risk. This is why segmented NPS matters more than the headline number.
What Affects Your NPS Score
Product reliability
High impactBugs, downtime, and missing features directly create detractors. Fix these before optimizing anything else.
Onboarding experience
High impactNew users who get stuck early become detractors before they ever experience the product's value.
Customer support speed
High impactResponse time within 4 hours vs. 24 hours can move NPS by 10-15 points for support-heavy products.
Price vs. value perception
Medium impactUsers rarely give low NPS for high price alone - they give it when price feels misaligned with value delivered.
User segment and plan
High impactEnterprise users have higher expectations than free users. Blending their scores hides which segment is at risk.
Survey timing
Medium impactAsking right after a bug or right after a great support interaction skews the result. Quarterly cadence smooths this out.
How to Improve Your NPS Score
Improving NPS is not about fixing the survey - it is about fixing the product and support experiences that drive scores down.
01
Close the loop with detractors within 48 hours
A detractor who receives a personal follow-up within 48 hours has a 20-30% chance of becoming a passive or promoter. Set up Slack or email alerts for every low score.
02
Always ask a follow-up open-ended question
"What is the most important reason for your score?" tells you why. Without this, you have a number but no direction. The open-ended responses are where the real signal lives.
03
Segment before acting
A low NPS among free users is a conversion problem. A low NPS among enterprise users is a retention emergency. Do not run the same fix for both - segment first, then act.
04
Address systemic patterns, not individual complaints
If 40 users mention "slow support" in their open-ended answers, that is a process problem. One user mentioning it is noise. Look for patterns across 20+ responses before changing anything.
05
Track NPS quarterly with a consistent cadence
NPS is only useful as a trend. A single score means nothing - it is the direction over 4-6 quarters that tells you if the product is improving. Use a frequency cap to avoid survey fatigue.
Track NPS by segment, not just overall
Run NPS surveys inside your product. Every response is linked to a real user - filter by plan, role, or region to see the scores that actually matter.
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Frequently Asked Questions
What is a good NPS score?+
A good NPS score is generally 30 or above. Scores of 50+ are considered great, and 70+ is world-class. However, what counts as "good" depends on your industry - B2B SaaS averages 30–45, while retail tends to run higher at 45–60.
What is the average NPS for B2B SaaS companies?+
The average NPS for B2B SaaS companies is between 30 and 45. Early-stage products often score 15–30 while mature, well-loved products consistently reach 50+. Enterprise-focused SaaS tends to score lower than SMB-focused products due to higher expectations.
What is a good NPS score for SaaS?+
For SaaS companies, an NPS of 30–40 is good, 40–50 is strong, and 50+ is excellent. Consumer SaaS tends to score slightly higher (40–55) than B2B SaaS (30–45) because B2B products face more complex expectations and higher switching costs.
How often should I run an NPS survey?+
Most SaaS companies run NPS surveys quarterly - enough to track trends without survey fatigue. Use a frequency cap so users are not asked more than once every 90 days. Trigger the survey after users have enough experience to answer meaningfully, such as after 30 days of use.
What is the difference between NPS and CSAT?+
NPS measures overall loyalty - the likelihood a customer would recommend you. CSAT measures satisfaction with a specific interaction. Run NPS quarterly to track overall health. Run CSAT after support tickets, onboarding steps, or key product events to measure specific moments.