averagecac.com

Benchmark · Edtech · Series A · SMB (Under $25k ACV)

Average CAC for Series A SMB Edtech Companies

CAC Payback Period · Edtech · SMBSourced

11 months

Best-in-class (top quartile): 5 months

Methodology note: This source segments CAC payback by industry × customer size, not by company stage. The same 11-month payback applies across all 5 stages for edtech × smb. 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: SMB Edtech

What is the average CAC payback period for smb edtech companies?
About 11 months, per First Page Sage's 2024 SaaS CAC Payback Benchmarks (28-industry table, last updated March 2025). Top-quartile edtech companies at smb size recover CAC in about 5 months. First Page Sage segments by industry and customer size rather than company stage, so the same 11-month payback applies across seed through late-stage.
Is 11 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 smb edtech's roughly 11-month figure is typical for the segment rather than a warning sign; the top-quartile benchmark is about 5 months.

How we define this cut

Edtech · Series A · SMB

Industry: EdtechK-12, higher-ed, workforce learning, tutoring, learning management.
Stage: Series A$1-$5M ARR, repeatable acquisition channel, first sales hires.
ACV: SMB (Under $25k ACV)Small-business buyers, often self-serve, transactional sales motion.