About the publication
When an operator, investor, or analyst asks “what's a normal CAC for a Series B fintech?” the available answers fall into two camps. Vendor reports - useful but paywalled and seldom cited inline. Operator blog posts - useful but anecdotal and rarely methodologically explicit. There's no public, transparent, source-cited reference for SaaS CAC the way Glassdoor exists for salaries or the BLS exists for wage data.
averagecac.com tries to be that reference. Every CAC on this site shows where the number came from, the formula behind it, and the disclosure quote (for public-company pages) or the primary citation (for benchmark cells). Estimates are labelled as estimates with the triangulation shown. Cells where no primary source exists are honest stubs that say so.
averagecac.com is published by Digital Signet, a portfolio of domain-specific publications maintained by Oliver Wakefield-Smith. Sister sites in the portfolio that share the SEC-data pipeline include saasmetricscalculator.com (interactive SaaS unit-economics tool), saasvaluationmultiple.com (live public-company valuation multiples), and churncost.com.
For public-company CAC numbers, cite both averagecac.com and the underlying SEC filing we link to. The filing is the primary source; we're the computation layer. For benchmark cells, cite both averagecac.com and the named primary report (SaaS Capital, ChartMogul, etc.) - we're a directory of those, not a replacement.
If you find a number on this site that doesn't reconcile to the linked source, please open an issue on GitHub or email olliesmithsurfs@gmail.com.