averagecac.com

Benchmark · Edtech · Growth · Mid-Market ($25k-$100k ACV)

Average CAC for Growth Mid-Market Edtech Companies

CAC Payback Period · Edtech · Mid-MarketSourced

16 months

Best-in-class (top quartile): 11 months

Methodology note: This source segments CAC payback by industry × customer size, not by company stage. The same 16-month payback applies across all 5 stages for edtech × mid-market. For more on this site's methodology, see methodology.

Sources

First Page Sage segments CAC payback by industry × customer size only; the same payback applies across all 5 company stages within this segment. For stage-segmented data, see the SaaS Capital benchmark survey (segments by ARR band but is paywalled for cell-level numbers).

Common questions

CAC payback questions: Mid-Market Edtech

What is the average CAC payback period for mid-market edtech companies?
About 16 months, per First Page Sage's 2024 SaaS CAC Payback Benchmarks (28-industry table, last updated March 2025). Top-quartile edtech companies at mid-market size recover CAC in about 11 months. First Page Sage segments by industry and customer size rather than company stage, so the same 16-month payback applies across seed through late-stage.
Is 16 months a good CAC payback for edtech?
Under 12 months is best-in-class across B2B SaaS, and most venture-backed companies target under 18. Payback lengthens with deal size, so mid-market edtech's roughly 16-month figure is typical for the segment rather than a warning sign; the top-quartile benchmark is about 11 months.

How we define this cut

Edtech · Growth · Mid-Market

Industry: EdtechK-12, higher-ed, workforce learning, tutoring, learning management.
Stage: Growth$15-$50M ARR, multi-channel acquisition, expanding ICP.
ACV: Mid-Market ($25k-$100k ACV)Mid-market buyers, inside-sales motion, multi-stakeholder evaluation.