How to Reduce Customer Churn in a SaaS Business

In the world of Software-as-a-Service, your customers are everything. They aren’t just one-time buyers; they are the recurring revenue that fuels your growth, innovation, and long-term viability. But what happens when they start leaving? This leakage, known as customer churn, is the silent killer of many promising SaaS businesses. It’s a constant battle, a drip-drip-drip that can erode your foundation if left unchecked. Understanding how to reduce customer churn in a SaaS business isn’t just a “nice-to-have” skill; it’s a fundamental pillar of survival and success.

Tackling churn can feel like trying to patch a dozen holes in a sinking boat at once. It’s overwhelming. You might be focused on acquiring new users, celebrating every new logo, while existing customers slip out the back door unnoticed. This guide is designed to change that. We’ll move beyond the panic and into a structured, actionable framework. You will learn to diagnose the root causes of churn, implement proactive strategies to keep your customers happy and engaged, and even win back those you thought were lost forever. Let’s turn that leaky boat into a battleship, ready for sustainable growth.

Understanding SaaS Customer Churn

Before you can fight churn, you have to understand the enemy. It’s more than just a number on a dashboard; it’s a direct reflection of the value you deliver—or fail to deliver. Getting a firm grip on what churn is, why it matters, and how to measure it accurately is the non-negotiable first step.

The Churn Challenge in SaaS

At its core, customer churn is the rate at which customers stop doing business with you. For a subscription-based model like SaaS, this typically means they cancel their subscription. This isn’t just a minor setback; it’s a direct hit to your most critical asset: your Monthly Recurring Revenue (MRR). Every customer that churns takes a slice of that predictable revenue with them, making growth harder and financial forecasting a nightmare.

It’s crucial to distinguish between two main types of churn:

• Voluntary Churn: This is the one that stings the most. It’s an active decision by the customer to cancel their subscription. They might be unhappy with the product, found a better alternative, or no longer see the value. This is the churn you have the most direct control over.
• Involuntary Churn: This happens passively, often due to technical issues. Think expired credit cards, payment processing failures, or outdated billing information. While less about customer dissatisfaction, it can still account for a significant portion of lost revenue and requires robust systems to manage.

The financial argument for focusing on churn is brutally simple. Numerous studies have shown that acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one. Think about it. Your marketing spend, sales commissions, and onboarding resources are all front-loaded. A retained customer has already cleared that hurdle. They are cheaper to serve, more likely to upgrade, and can become powerful advocates for your brand. Ignoring churn in favor of pure acquisition is like trying to fill a bucket with a massive hole in the bottom—you’ll work incredibly hard just to stay in the same place.

Key Metrics and Measurement

You can’t improve what you don’t measure. Vague feelings about “losing too many customers” won’t cut it. You need hard data to diagnose the problem and track your progress. Here are the essential metrics:

• Customer Churn Rate: This is the most common metric. It measures the percentage of customers you lost over a specific period. The basic formula is: (Customers Lost in Period / Customers at Start of Period) x 100. While simple, it’s a bit of a blunt instrument.
• Revenue Churn Rate: This is arguably more important. It measures the percentage of revenue lost, not just customers. If you lose one enterprise customer paying $10,000/month, the impact is far greater than losing ten small customers paying $50/month. Revenue churn captures this reality and provides a clearer picture of the financial health of your business.

However, looking at a single, company-wide churn number is just scratching the surface. The real insights come from segmenting your churn data. You need to slice and dice the numbers to find patterns. Consider segmenting by:

• Customer Segment: Do enterprise clients churn less than SMBs?
• Pricing Tier: Is your “Pro” plan stickier than your “Basic” plan?
• Acquisition Channel: Do customers from paid ads churn faster than those from organic search?
• Customer Cohort: How does the churn rate of customers who signed up in January compare to those who signed up in June?

Finally, churn doesn’t exist in a vacuum. It’s intrinsically linked to two other vital SaaS metrics: Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC). LTV represents the total revenue you can expect from a single customer account, while CAC is what you spent to acquire that customer. A healthy SaaS business has a high LTV:CAC ratio (ideally 3:1 or higher). High churn decimates your LTV, meaning you have less time to recoup your acquisition costs and turn a profit. Reducing churn directly increases LTV, making your entire business model more sustainable and profitable.

Identifying the Root Causes of Churn

Customers rarely leave without a reason. Sometimes they’ll tell you exactly why, but often they just disappear. Becoming a detective and uncovering the “why” behind your churn is critical. The reasons are often interconnected, but they typically fall into a few key categories.

Poor Product-Market Fit

This is the most fundamental reason for churn. If your product doesn’t solve a real, painful problem for your customers, they simply won’t stick around. It’s a classic case of a square peg in a round hole. The symptoms of poor product-market fit are clear:

• Lack of Perceived Value or ROI: The customer doesn’t feel they’re getting enough bang for their buck. They can’t draw a straight line from using your tool to saving money, making more money, or saving significant time. The value proposition you sold them on hasn’t materialized in their day-to-day reality.
• Difficulty in Adoption or Integration: Your software might be powerful, but if it’s a nightmare to set up or doesn’t play nicely with the other tools in your customer’s tech stack (like their CRM or email marketing platform), it creates friction. People have little patience for tools that add more work to their plate.
• Missing Key Features or Functionality: You might solve 80% of their problem, but a competitor solves 95%. That missing 15%—a critical integration, a specific reporting feature, or a collaboration tool—can be the deal-breaker that sends them searching for alternatives.

Subpar Onboarding Experience

You never get a second chance to make a first impression. A customer’s first few hours and days with your product are incredibly formative. A clunky, confusing, or unsupported onboarding process is a direct path to churn. They’ve just handed over their credit card details, full of hope, and if you let them down here, you may never recover their trust.

• Confusing Initial Setup or Complex UI: If a user logs in for the first time and is greeted by a wall of options, confusing jargon, and no clear starting point, they’ll feel overwhelmed and incompetent. That’s not a feeling anyone wants to pay for.
• Lack of Clear Guidance or Support: Without welcome tutorials, in-app guides, checklists, or a proactive welcome email sequence, customers are left to fend for themselves. They’ll miss key features and fail to set up the product correctly for their needs.
• Failure to Demonstrate Immediate Value (Time-to-Value): The “Time-to-Value” (TTV) is the time it takes for a new user to realize the value of your product. This is their “Aha!” moment. A long TTV is dangerous. You need to guide them to that first small win as quickly as possible. If they don’t see any benefit within the first session, they’re unlikely to come back for a second.

Inadequate Customer Support

When something goes wrong, your customer support is your frontline defense. If that defense is weak, customers will feel abandoned and frustrated. Bad support experiences are intensely memorable and a powerful driver of churn.

• Slow Response Times or Unresolved Issues: Nothing says “we don’t care about you” like a support ticket that goes unanswered for 48 hours or a problem that gets passed between five different agents without a resolution. Speed and competence are paramount.
• Lack of Personalized Support: Getting a canned, robotic response that doesn’t actually address your specific issue is infuriating. Customers want to feel heard and understood by a real human who is empowered to solve their problem.
• Limited Self-Service Options: Many users prefer to find answers themselves. A weak knowledge base, outdated FAQs, or non-existent video tutorials force them to contact support for simple questions, creating unnecessary friction for them and a higher support load for you.

Pricing and Value Perception

This isn’t just about being the cheapest option. It’s about whether the price feels fair for the value delivered. A mismatch in this equation can lead to churn, even if the customer likes your product.

• Competitor Pricing Pressures: A new competitor might enter the market with a similar product at a significantly lower price. If you can’t clearly articulate why your product is worth the premium, you risk losing price-sensitive customers.
• Customers Outgrowing or Under-utilizing the Product Tier: A customer might be on a plan that’s too powerful (and expensive) for their current needs. Conversely, they might have hit the limits of their current tier and find the next step up too big of a price jump. Flexible pricing is key.
• Lack of Clear Communication on Pricing Changes or Value Updates: Suddenly increasing prices without explaining the added value or new features that justify it can feel like a cash grab. Transparency is essential.

Customer Engagement Decline

This is the slow fade. The customer doesn’t cancel in a fit of rage; they just… stop using your product. Their engagement drops, they become a “ghost,” and eventually, the subscription cancellation is just a formality. This is often a symptom of the other issues mentioned above.

• Low Feature Adoption or Inconsistent Usage: They log in, but only ever use one or two basic features, ignoring the more powerful functionality that delivers the real value. You can track this through product analytics.
• Lack of Ongoing Communication or Updates: If the only time a customer hears from you is when their bill is due, they feel like a transaction, not a partner. Regular updates, tips, and content keep your product top-of-mind.
• Customers Feeling Neglected or Unheard: They submitted a feature request six months ago and heard nothing back. They left a negative review and got no response. This feeling of being ignored breeds resentment and apathy.

External Factors

Finally, it’s important to acknowledge that some churn is outside your direct control. While you shouldn’t use this as an excuse, you should be aware of it.

• Economic Downturns: When the economy tightens, businesses look to cut costs, and SaaS subscriptions are often on the chopping block.
• Changes in Customer Business Models: The customer’s company might pivot, making your tool irrelevant to their new direction.
• Acquisitions or Mergers: If your customer’s company is acquired, the new parent company may mandate the use of a different, standardized tool, forcing them to cancel your service.

Proactive Strategies to Reduce Churn

Diagnosing the problem is half the battle. Now comes the fun part: actively fighting back. The best approach to how to reduce customer churn in a SaaS business is a proactive one. It’s about building a system where customers are so successful and happy with your product that leaving feels like a bad decision. This requires a holistic effort across product, marketing, sales, and support.

Enhance Product-Led Growth (PLG) & User Experience (UX)

The most powerful retention tool you have is your product itself. A great product that is intuitive, reliable, and constantly evolving to meet user needs creates a natural “stickiness.” This is the essence of Product-Led Growth—using the product to drive acquisition, conversion, and retention.

• Continuous Product Improvement: Don’t let your product stagnate. Actively solicit, organize, and act on customer feedback. Use tools like Canny or UserVoice to create a public roadmap and show users you’re listening. When you release a feature they asked for, it builds immense goodwill. For example, if users consistently ask for a dark mode, building it shows you care about their daily user experience.
• Intuitive UI/UX Design: Invest heavily in design. Your interface should be clean, logical, and easy to navigate. The goal is to make using your software feel effortless, not like a chore. A user shouldn’t need a manual to perform basic tasks. This relentless focus on simplicity is what makes certain products feel magical.
• New Feature Adoption Strategies: Don’t just ship new features and hope people find them. Use in-app tours, tooltips, and targeted email announcements to guide users to new functionality that can deliver more value. Celebrate these launches and explain the benefit—”You can now do X, which saves you Y amount of time.”

Your product should be a collection of truly essential saas tools for your user’s workflow, making it indispensable to their daily operations. The more integrated and valuable it becomes, the higher the switching costs and the lower the churn.

Optimize Onboarding for Success

A world-class onboarding process is your single greatest lever for long-term retention. It’s where you set the tone, build habits, and guide customers to their first critical “Aha!” moment. Don’t just dump them into the app; guide them by the hand.

• Personalized Onboarding Flows: One size does not fit all. Ask users about their role and goals during signup. A marketer needs a different onboarding path than a developer. Tailor the initial experience to show them the most relevant features for their specific job-to-be-done.
• Automated Welcome Sequences and Educational Content: Create a drip email or in-app message campaign for the first 1-2 weeks. Day 1 could be a warm welcome. Day 3 could be a tip on a core feature. Day 7 could be a link to an advanced webinar. This keeps them engaged and learning even when they’re not logged in.
• Milestone Tracking and Proactive Outreach: Define key activation milestones (e.g., “created first project,” “invited a teammate,” “integrated with Slack”). Use your product analytics to track which users have hit them. If a user hasn’t hit a key milestone within 3 days, trigger an automated, helpful email or an alert for a customer success manager to reach out personally.

Fortify Customer Success & Support

Great support is reactive; great customer success is proactive. It’s about shifting from a “break-fix” mentality to a partnership model where you are actively invested in helping your customers achieve their desired outcomes with your product.

• Dedicated Customer Success Managers (CSMs): For high-value accounts, assign a dedicated CSM. This person acts as a strategic advisor, conducting regular business reviews, identifying opportunities for deeper product usage, and being the customer’s internal advocate.
• Proactive Check-ins and Health Scores: Don’t wait for customers to complain. Develop a “customer health score” based on data like login frequency, feature adoption, and support tickets. If a score drops below a certain threshold, have a CSM proactively reach out to ask, “Hey, I noticed you haven’t used our reporting feature yet. Can I show you how it can help you track your KPIs?”
• Multi-channel Support: Be available where your customers are. Offer a mix of live chat for quick questions, email for detailed issues, and phone support for urgent problems. Empower your support team to solve problems on the first contact.
• Building a Comprehensive Knowledge Base: Invest in high-quality self-service resources. A searchable knowledge base with clear articles, video tutorials, and detailed FAQs empowers users to solve their own problems 24/7, which many prefer. This also frees up your human support team to focus on more complex issues. Managing these relationships and interactions is often where an affordable crm saas becomes invaluable, providing a single source of truth for every customer touchpoint.

Implement Effective Communication Strategies

Silence breeds apathy. If customers don’t hear from you, they’ll forget about the value you provide. A consistent, value-driven communication strategy keeps you top-of-mind and reinforces your role as a partner.

• Regular Product Updates and Release Notes: Every time you fix a bug or release a new feature, tell your users! This demonstrates momentum and shows that their subscription fee is being reinvested into making the product better.
• Personalized Email Campaigns: Go beyond generic newsletters. Send targeted emails based on user behavior. For example, send a “pro tip” email about a feature a user hasn’t adopted yet, or a case study relevant to their industry.
• In-app Messaging and Notifications: Use tools like Intercom or Pendo to communicate with users directly inside your product. Announce new features, offer contextual help, or ask for quick feedback without making them switch to their email inbox.
• Collecting and Acting on Customer Feedback: Make it easy for customers to give feedback through surveys like Net Promoter Score (NPS), in-app forms, or direct interviews. Crucially, close the loop. When you act on a piece of feedback, tell the customer who suggested it. This is incredibly powerful.

Leverage Data Analytics for Early Warning Signs

Your product usage data is a goldmine of information about potential churn. By analyzing this data, you can move from reacting to churn to predicting and preventing it.

• Identifying At-Risk Customers: Look for red flags in usage patterns. A sudden drop in login frequency, a decline in the number of active users on a team account, or the abandonment of key features are all strong indicators that a customer is disengaging.
• Creating Churn Prediction Models: More advanced teams can build machine learning models that assign a “churn risk score” to every customer based on dozens of variables (usage data, firmographic data, support history). This allows your success team to focus their efforts on the accounts most likely to leave.
• Automated Alerts for Low Engagement: Set up automated alerts for your customer success team. For example: “Alert: Customer ABC, a high-value account, has not logged in for 14 days.” This enables immediate, targeted intervention before it’s too late.

Foster Community and Advocacy

Customers who feel like part of a community are far less likely to churn. A community creates a sense of belonging and provides value beyond the software itself.

• User Forums and Online Communities: Create a space (e.g., a dedicated forum, a Slack channel, or a Facebook group) where users can connect with each other, share best practices, and ask questions. Often, users will help other users, reducing your support load and building a vibrant ecosystem.
• Referral Programs and Testimonials: Encourage your happiest customers to become advocates. A formal referral program can reward them for bringing in new business. Featuring their success stories and testimonials on your website provides social proof and makes them feel valued.
• Customer Advisory Boards: For your most strategic customers, create an exclusive advisory board. Invite them to regular meetings to discuss your product roadmap and strategy. This provides you with invaluable insights and makes them feel like true partners in your journey.

Strategic Pricing and Value Reinforcement

Your pricing shouldn’t be a “set it and forget it” exercise. It should be a strategic tool that aligns with the value you deliver and scales with your customers’ success.

• Tiered Pricing Models: Design pricing tiers that allow customers to start small and grow with you. A clear upgrade path based on usage or features (a “value metric”) ensures that as they get more value, they naturally move to a higher plan. This avoids sticker shock and aligns your revenue with their success.
• Regularly Showcasing ROI: Don’t assume customers are tracking the value they get. Remind them. This could be a dashboard in your app that says “You’ve saved 50 hours this month using our automation feature” or a quarterly email summarizing their usage and achievements.
• Flexible Contract Options: While annual contracts are great for predictability, offering monthly options can reduce the barrier to entry. For enterprise clients, consider multi-year contracts with built-in discounts to lock in retention. Flexibility shows you’re willing to work with their needs.

Reactivating and Winning Back Churned Customers

Even with the best proactive strategies, some churn is inevitable. But a customer who has churned isn’t necessarily lost forever. They chose you once; they might choose you again. A systematic approach to winning back past users can be a surprisingly effective growth channel.

Understanding Exit Reasons

The moment a customer cancels is your single best opportunity to learn what went wrong. Don’t let this moment pass. You must conduct an exit interview or, at the very least, present a mandatory exit survey.

• Categorizing Reasons for Churn: Don’t just use a free-text field. Provide multiple-choice options to make it easy for the customer and to allow for data aggregation. Common categories include:
  • Price is too high
  • Missing a key feature (with a text box to specify)
  • Found a better alternative (ask which one)
  • Poor customer service
  • Too difficult to use
  • No longer need the tool

This data is pure gold. It’s not speculation; it’s a direct report from the front lines telling you exactly where your product or service is failing. This feedback must be systematically collected, analyzed, and fed back to your product, marketing, and success teams.

Targeted Win-Back Campaigns

Once you know why customers are leaving, you can craft intelligent campaigns to win them back. A one-size-fits-all “Please come back!” email is lazy and ineffective. Segmentation is key.

• Special Offers or Incentives: For customers who left due to price, a targeted email a few months later offering a temporary discount (e.g., “Come back and get 50% off for 3 months”) can be very effective. This gives them a low-risk way to try your service again.
• Highlighting New Features or Improvements: For customers who left because you were missing a feature, your work is clear. Once you build that feature, reach out to them personally! A message like, “Hi Jane, I know you left because we didn’t have a QuickBooks integration. I’m thrilled to let you know we launched it last week. Would you be open to giving us another look?” is incredibly powerful and shows you listened.
• Personalized Outreach from Sales or Customer Success: For high-value churned accounts, an automated email isn’t enough. Have a senior person from your team reach out with a personal note. They can acknowledge the past issues, explain what has changed, and offer a personalized demo to showcase the improvements.

Learning from Lapses

The ultimate goal of analyzing churned customers isn’t just to win them back—it’s to prevent the next cohort of customers from leaving for the same reasons. Every churned customer is a lesson. Are you seeing a trend of users leaving for a specific competitor? It’s time for a deep competitive analysis. Is a specific feature request coming up constantly in exit surveys? It needs to be prioritized on your roadmap. Treating churn as a learning opportunity transforms it from a depressing metric into a strategic tool for continuous improvement.

Case Studies and Best Practices

Theory is great, but seeing how successful companies put these principles into practice provides a tangible roadmap. The giants of the industry didn’t get there by accident; they are masters of retention.

Successful SaaS Companies and Their Churn Reduction Tactics

Learning from the best is a shortcut to success. These companies have woven churn reduction into their DNA.

• HubSpot: HubSpot is a master of inbound marketing and product-led growth. They reduce churn by offering immense value for free through their CRM and educational content (blogs, Academy courses). By the time a user is ready to pay, they are already deeply embedded in the HubSpot ecosystem. Their tiered “Hubs” (Marketing, Sales, Service) create a seamless upgrade path, making it easy for customers to grow with them rather than leave.
• Zendesk: As a customer service software company, Zendesk has to practice what it preaches. They fight churn by focusing on an incredibly flexible and scalable platform. They offer a simple entry point for small businesses and a deeply customizable suite for enterprises. Their extensive knowledge base, community forums, and multi-channel support options make it easy for customers to get help, reducing frustration-driven churn.
• Salesforce: Salesforce’s key to low churn is its massive ecosystem and high switching costs. Through its AppExchange, customers can customize their Salesforce instance with thousands of third-party apps, tailoring it perfectly to their business processes. Once a company has invested so much time and effort into building its operations around Salesforce, the cost and pain of switching to a competitor become prohibitively high.

These examples show that a comprehensive SaaS strategy is not just about the software itself, but the entire ecosystem of education, support, and community you build around it.

Common Pitfalls to Avoid

Just as important as knowing what to do is knowing what not to do. Many well-intentioned SaaS businesses stumble into common traps that inadvertently increase their churn rate.

• Ignoring Customer Feedback: This is the cardinal sin. If you collect feedback through surveys and interviews but never act on it or communicate back to users, you create cynicism. Customers will stop wasting their time giving you feedback, and you’ll lose your most valuable source of insight.
• Focusing Solely on Acquisition: The “leaky bucket” syndrome. If your sales and marketing teams are incentivized only on bringing in new logos, with no regard for the quality or fit of those customers, you’ll end up with a high volume of quick-churning users. Retention needs to be a company-wide KPI.
• Lack of Cross-Functional Alignment: Churn is not just a “customer success problem.” When product, marketing, sales, and success operate in silos, the customer experience suffers. The promise that sales made must be delivered by the product and supported by the success team. A lack of communication between these teams leads to a disjointed and frustrating customer journey.

Frequently Asked Questions About Churn Reduction

Navigating the complexities of churn often brings up some common questions. Here are clear, straightforward answers to some of the most frequent inquiries.

What is a good churn rate for a SaaS business?

This is the million-dollar question, and the answer is: it depends. A “good” monthly customer churn rate is typically cited as being between 3-5% for SMB-focused SaaS and under 1% for enterprise-focused SaaS. Annually, a healthy target is 5-7%. However, factors like your company’s age, market segment, and price point all play a role. A newer company will naturally have higher churn than an established one. The most important thing is that your churn rate is consistently trending downward over time.

How does customer onboarding directly impact churn?

Customer onboarding is one of the strongest predictors of long-term retention. It’s the period where a customer decides if your product is valuable and easy to use. A poor onboarding experience leads to low user activation, a failure to understand the product’s core value, and frustration. This causes customers to churn within the first 90 days, often before they’ve given the product a fair chance. A great onboarding process, conversely, leads to an “Aha!” moment, builds user confidence, and sets the foundation for a long, healthy customer relationship.

Can automation help reduce churn, and if so, how?

Absolutely. Automation is a powerful ally in the fight against churn, especially at scale. It can be used to:

• Automate Onboarding: Send timed, educational emails and in-app messages to guide new users.
• Identify At-Risk Users: Automatically flag accounts with low engagement or other risk factors for a human to review.
• Handle Involuntary Churn: Send automated “dunning” emails to notify customers of upcoming credit card expirations or payment failures.
• Gather Feedback: Trigger automated NPS or feedback surveys after key milestones in the customer journey.

Automation allows you to deliver personalized, timely interventions to a much larger customer base than you could with a purely manual approach.

What role does customer feedback play in preventing churn?

Customer feedback is the voice of your user base, and it’s your early warning system for churn. It tells you what’s working, what’s not, what features are missing, and where your user experience is falling short. Actively collecting, analyzing, and—most importantly—acting on this feedback allows you to fix problems before they become reasons for churn. Ignoring it is like flying a plane without instruments; you’re heading for a crash.

How often should a SaaS business analyze its churn data?

Churn data should be reviewed consistently, but the depth of analysis can vary. A high-level churn metric (like MRR churn) should be on a dashboard that is reviewed weekly or even daily by the leadership team. A deeper, segmented analysis (e.g., churn by cohort, plan, or acquisition channel) should be conducted at least monthly. This regular cadence ensures that you can spot negative trends early and react quickly, rather than waiting for a quarterly review to discover a problem that has been festering for months.

Key Takeaways for Sustainable Growth

Reducing customer churn is a continuous process, not a one-time project. As you move forward, keep these core principles at the forefront of your strategy:

• Churn is a multifaceted problem that demands a holistic solution, involving your product, support, marketing, and sales teams.
• Proactive customer success and continuous product improvements based on real user feedback are your most powerful weapons against churn.
• Data-driven insights are essential for identifying at-risk customers, understanding the root causes of churn, and measuring the impact of your retention efforts.
• Building strong, lasting customer relationships is the ultimate foundation of retention. Treat your customers like partners, not just numbers on a spreadsheet.
• Continuous learning and adaptation are key. The reasons for churn will evolve, and your strategies must evolve with them.

Building a Churn-Resistant SaaS Business

This article has explored comprehensive strategies to combat customer churn, from understanding its causes to implementing proactive retention tactics. By prioritizing customer success, continuously improving your product, and leveraging data, your SaaS business can build lasting relationships and achieve sustainable growth. Remember, every customer retained is a testament to the value you provide and a step towards a more resilient future. Consider integrating these strategies into your core business operations to cultivate a loyal customer base and secure your competitive edge in the SaaS market.