The Ledger
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Earner prioritizes monthly active usage over net dollar retention
“We're not actively measuring all the dollar retention figures. Like we're focusing more on just kind of what we built so far. We're looking a lot more into monthly active users and what different features within our app our customers use.”
Fintech apps need 20% to 50% freemium conversion to be sustainable
“Acquisition costs and fintechs are so high, I think you need to have anywhere between 20 and 50% for this to be a sustainable business model.”
Bank connection and tax IDs drive paid conversion for Earner
“The key activation that we've seen is does somebody trust us to connect their bank accounts in the app? So kind of how we automate it is we get access to transaction data and that kind of powers the rest of the features. That is our key activation metric. How …”
About 20% of Earner users connect bank accounts immediately upon download
“Around a fifth of our customers connect their bank account straight when they download the app.”
Accounting data unlocks cross-selling for insurance, loans, and SMB services
“Accounting kind of cuts through a lot of the different Costs of a small business. We can see what kind of insurance you have. We can see what kind of loans you have. We can see what other services you use as part of managing your business. I think there is a r…”
Average customer retention in accounting software is 10 years
“Something to keep in mind is that your average retention when it comes to accounting is 10 years.”
Most Earner users are women, Etsy sellers, and gig workers
“Like most of our customers are women. Most of our customers are kind of people that like Etsy sellers, gig workers.”
Earner capped peak paid ad spend at roughly $2,000 weekly
“Way less than that. We last tax trend season, I think the highest we went is maybe two grand a week. But never higher than that.”
US tax complexity makes it Earner's prime expansion target
“We think the US is a really interesting market when it comes to accounting and tax, probably even way more complicated than it is here. And the fact that everybody has to do a tax return there right here is mainly still small businesses is very interesting opp…”
Earner charges sole traders £30 and limited companies £50-£100 monthly
“We charge them subscription-wise 30 pounds if you're a sole trader, and then limited companies anywhere between 50 and a hundred.”
Earner is currently spending zero dollars on customer acquisition
“At the moment, we're not spending any money on, on anything in terms of acquisition.”