averagecac.com

Benchmark · SaaS B2C · Series B · SMB (Under $25k ACV)

Average CAC for Series B SMB SaaS B2C Companies

CAC Payback Period · SaaS B2C · SMBSourced

13 months

Best-in-class (top quartile): 7 months

Methodology note: This source publishes a row for Entertainment, which we use as the closest representative for saas b2c. The number above is First Page Sage's Entertainmentvalue verbatim; it isn't measured against a saas b2c-named cohort. It's also not segmented by company stage, so the same 13-month payback applies across all 5 stages. For more on this site's methodology, see methodology.

Sources

First Page Sage doesn't have a row literally labelled "saas-b2c". The closest direct match in their 28-industry table is "Entertainment", and the number above is theirs verbatim. Treat it as a representative rather than a direct citation for this slug; the underlying methodology targets Entertainment specifically.

Common questions

CAC payback questions: SMB SaaS B2C

What is the average CAC payback period for smb saas b2c companies?
About 13 months (First Page Sage's Entertainment row, used here as the closest proxy for saas b2c), per First Page Sage's 2024 SaaS CAC Payback Benchmarks (28-industry table, last updated March 2025). Top-quartile saas b2c companies at smb size recover CAC in about 7 months. First Page Sage segments by industry and customer size rather than company stage, so the same 13-month payback applies across seed through late-stage.
Is 13 months a good CAC payback for saas b2c?
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 saas b2c's roughly 13-month figure is typical for the segment rather than a warning sign; the top-quartile benchmark is about 7 months.

How we define this cut

SaaS B2C · Series B · SMB

Industry: SaaS B2CConsumer SaaS subscriptions: streaming, fitness, creator tools, productivity.
Stage: Series B$5-$15M ARR, scaling GTM motion, sales-led or PLG flywheel.
ACV: SMB (Under $25k ACV)Small-business buyers, often self-serve, transactional sales motion.