LTV scoring

Compare to previous period

LTV scoring

Predicted 12-month LTV for every new business, within hours of signup.

Events from Segment· Web, iOS, AndroidAttribution: First click + self-reported

Signals at signup

Business profile, plan, source, behaviour

Retention model

P(active at month 6)

Revenue model

Expected monthly revenue

Sent to ad platforms

~2.0 h after signup

Businesses scored

2,036

115 still in KYB

Average predicted LTV

$1,521

12-month revenue per signup

Tier A businesses

10%

Top 10% by predicted value

Rank correlation

0.83

Predicted vs actual

Do predictions track actual value?

Backtest by predicted-value decile

Predicted at signupActual 12-month revenue

Top decile captures

34%

of all actual revenue

Top 30% capture

68%

of all actual revenue

Cohort-level error

7.3%

by signup month

Overall bias

-7.3%

slightly conservative

What drives the score

Share of score variation by signal

Expected volume20%

Accounting software connected15%

Team size12%

Currencies11%

Plan selected11%

Industry8%

Teammates invited8%

Viewed pricing5%

Source5%

Signup platform4%

Which campaigns bring high-value businesses?

Cost per signup vs average predicted LTV

Google AdsMicrosoft AdsMeta AdsLinkedIn AdsReddit AdsApp store campaigns

Non-brand paid campaigns ranked

#	Campaign	CAC	Tier A/B	pLTV:CAC
1	Search \| NB \| International payments & FX▲3	$461	44%	5.7×
2	Search \| NB \| USD account Canada▲4	$530	38%	4.2×
3	Bing \| NB \| Business banking▲4	$541	44%	4.1×
4	Apple Search Ads \| Category: business banking▼3	$298	7%	3.7×
5	Search \| NB \| Business bank account	$523	27%	3.1×
6	Retargeting \| Site visitors 30d▼3	$389	13%	2.8×
7	Search \| Competitor \| Big-5 & neobanks▲1	$564	19%	2.6×
8	Thought leadership \| CFOs & controllers▲6	$1,518	67%	2.5×
9	Advantage+ \| Lookalike: high-value funded▲1	$708	28%	2.5×
10	Finance leaders \| Lead gen form▲5	$1,993	80%	2.3×

Ranked by value instead of CAC, Thought leadership | CFOs & controllers climbs 6 places.

Scored businesses

Click a row for the journey and score breakdown

Business	Signed up	Source	Stage	P(active M6)	Revenue / mo	Predicted LTV	Tier
Kootenay Studio Corp. Agency & marketing · AB	Oct 6, 21:38	Referral programme Refer a business ($250 bonus)	KYB in review	80%	$160	$1,434	C
Glacier Bookkeeping Inc. Accounting & bookkeeping · NL	Oct 6, 21:14	Microsoft Ads Bing \| NB \| Business banking	KYB in review	95%	$471	$4,763	A
Driftwood Trading Import & export · ON	Oct 6, 20:49	Google Ads Search \| Brand \| Venn	Funded	83%	$181	$1,657	C
Fraser Advisory Inc. Accounting & bookkeeping · AB	Oct 6, 20:46	App store campaigns Apple Search Ads \| Category: business banking	KYB in review	95%	$480	$4,855	A
Halcyon Bakery Restaurants & retail · AB	Oct 6, 20:40	Google Ads Search \| Brand \| Venn	KYB in review	93%	$376	$3,750	B
Chinook Market Inc. Restaurants & retail · ON	Oct 6, 20:34	Direct Direct / unattributed	KYB in review	85%	$201	$1,865	B
Tidal Collective Ltd. Agency & marketing · QC	Oct 6, 20:33	Referral programme Refer a business ($250 bonus)	KYB in review	92%	$361	$3,586	B
Prairie Renovations Inc. Construction & trades · BC	Oct 6, 20:28	Google Ads Search \| Brand \| Venn	KYB in review	93%	$393	$3,925	A
Ironwood Labs Ltd. SaaS & tech · ON	Oct 6, 19:59	Google Ads Search \| NB \| International payments & FX	KYB in review	83%	$185	$1,698	C
Glacier Writing Ltd. Freelancer / sole proprietor · ON	Oct 6, 19:55	Organic search Google organic	KYB in review	66%	$94	$737	C
Juniper Contracting Inc. Construction & trades · BC	Oct 6, 19:53	Google Ads Search \| Brand \| Venn	KYB in review	54%	$65	$449	D
Copperline AI Inc. SaaS & tech · AB	Oct 6, 19:43	Microsoft Ads Bing \| Brand \| Venn	KYB in review	93%	$378	$3,765	B

2,036 businesses · page 1 of 170