averagecac.com

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

Average CAC for Series B SMB Security Companies

CAC Payback Period · Security · SMBSourced

13 months

Best-in-class (top quartile): 8 months

Methodology note: This source segments CAC payback by industry × customer size, not by company stage. The same 13-month payback applies across all 5 stages for security × 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 Security

What is the average CAC payback period for smb security companies?
About 13 months, per First Page Sage's 2024 SaaS CAC Payback Benchmarks (28-industry table, last updated March 2025). Top-quartile security companies at smb size recover CAC in about 8 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 security?
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 security's roughly 13-month figure is typical for the segment rather than a warning sign; the top-quartile benchmark is about 8 months.

How we define this cut

Security · Series B · SMB

Industry: SecurityCybersecurity: endpoint, network, cloud, identity, GRC, threat intel.
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.