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Logos, ARR and Deals

Commentary

Current to 12 Oct 26

Net new ARR was -£26k in the month to 30 Sep 2026 as one logo was lost. Growth over 12 months is above target, but all three retention measures are below target.

Contracted ARR stood at £2.2m across 44 logos at 30 Sep 2026, as at 9 Oct 2026, after a month in which net new ARR was -£26k.

What moved: In the month to 30 Sep 2026, expand of £18k was outweighed by lost ARR of £44k, with no new logos. Over the 12 months to 30 Sep 2026, land was £1.0m and net new ARR £994k.

Against target: Average ARR of £51k is on target and ARR growth of 80.9% is outside tolerance but favourable. ARR, customers, logo retention, gross retention and net retention are outside tolerance and unfavourable.

Watch: Whether the monthly loss of £44k repeats, and 12-month gross retention of 76.2%, which sits 13.8 points below its target.

AI · claude-sonnet-5-5 · 12 Oct 2026

AImade from
Retention, rolling 12 monthsUpdated 09 Oct 26
CSV
Gross retentionNet retentionLogo retention
0%75%150%Jan 25May 25Sep 25Jan 26May 26Sep 2698%76%73%Oct 24: Gross retention 100.0%; Net retention 133.1%; Logo retention 100.0%Nov 24: Gross retention 82.5%; Net retention 109.8%; Logo retention 83.3%Dec 24: Gross retention 88.8%; Net retention 122.9%; Logo retention 87.5%Jan 25: Gross retention 89.9%; Net retention 120.6%; Logo retention 88.9%Feb 25: Gross retention 90.7%; Net retention 131.4%; Logo retention 90.0%Mar 25: Gross retention 91.5%; Net retention 129.3%; Logo retention 90.9%Apr 25: Gross retention 84.8%; Net retention 108.3%; Logo retention 81.8%May 25: Gross retention 87.7%; Net retention 108.8%; Logo retention 84.6%Jun 25: Gross retention 87.8%; Net retention 108.1%; Logo retention 84.6%Jul 25: Gross retention 90.8%; Net retention 106.6%; Logo retention 87.5%Aug 25: Gross retention 86.8%; Net retention 101.7%; Logo retention 82.4%Sep 25: Gross retention 88.0%; Net retention 101.6%; Logo retention 83.3%Oct 25: Gross retention 88.0%; Net retention 102.5%; Logo retention 83.3%Nov 25: Gross retention 84.7%; Net retention 97.6%; Logo retention 83.3%Dec 25: Gross retention 86.5%; Net retention 94.9%; Logo retention 84.2%Jan 26: Gross retention 82.7%; Net retention 101.1%; Logo retention 81.8%Feb 26: Gross retention 78.7%; Net retention 91.8%; Logo retention 75.0%Mar 26: Gross retention 76.4%; Net retention 89.4%; Logo retention 70.8%Apr 26: Gross retention 76.4%; Net retention 88.9%; Logo retention 73.1%May 26: Gross retention 76.5%; Net retention 91.2%; Logo retention 73.1%Jun 26: Gross retention 79.1%; Net retention 93.6%; Logo retention 75.0%Jul 26: Gross retention 77.6%; Net retention 99.5%; Logo retention 73.3%Aug 26: Gross retention 79.6%; Net retention 101.9%; Logo retention 76.7%Sep 26: Gross retention 76.2%; Net retention 98.4%; Logo retention 73.3%

One point per month; the dot and figure at the right end are the latest value. Each point compares a month end with the same month a year earlier; 24 month ends to 30 Sep 26.

Show the figures as a table
MonthGross retentionNet retentionLogo retention
Oct 24100.0%133.1%100.0%
Nov 2482.5%109.8%83.3%
Dec 2488.8%122.9%87.5%
Jan 2589.9%120.6%88.9%
Feb 2590.7%131.4%90.0%
Mar 2591.5%129.3%90.9%
Apr 2584.8%108.3%81.8%
May 2587.7%108.8%84.6%
Jun 2587.8%108.1%84.6%
Jul 2590.8%106.6%87.5%
Aug 2586.8%101.7%82.4%
Sep 2588.0%101.6%83.3%
Oct 2588.0%102.5%83.3%
Nov 2584.7%97.6%83.3%
Dec 2586.5%94.9%84.2%
Jan 2682.7%101.1%81.8%
Feb 2678.7%91.8%75.0%
Mar 2676.4%89.4%70.8%
Apr 2676.4%88.9%73.1%
May 2676.5%91.2%73.1%
Jun 2679.1%93.6%75.0%
Jul 2677.6%99.5%73.3%
Aug 2679.6%101.9%76.7%
Sep 2676.2%98.4%73.3%
Accountingmade from
ARR and Deals £000sUpdated 09 Oct 26
CSV
MeasureSep 25Oct 25Nov 25Dec 25Jan 26Feb 26Mar 26Apr 26May 26Jun 26Jul 26Aug 26Sep 26
# New logos15151616161719202323232222
# Lost logos3333467777878
# Logos30303132343536394244454544
ARR BF4894895135826838438449489501,0691,1961,2201,229
Expand66716649126110109118141155262272273
Downsell0000000000000
Attrition-58-58-79-79-118-180-199-224-224-224-268-248-292
ARR retained4965015015526907747548428671,0001,1901,2431,209
Logo retention %83%83%83%84%82%75%71%73%73%75%73%77%73%
Gross %88%88%85%86%83%79%76%76%76%79%78%80%76%
Net %102%102%98%95%101%92%89%89%91%94%100%102%98%
Land7327327787517887808529761,1681,1261,0471,0061,014
ARR1,2291,2331,2791,3031,4781,5541,6061,8192,0352,1262,2382,2492,223
ARR net7407447667217967107628711,0851,0571,0411,029994
Growth %151%152%149%124%116%84%90%92%114%99%87%84%81%
Deals1,0081,0131,0671,0161,1361,1061,1951,3521,6151,5691,5731,5291,538

Each column is a period end: flows over the period, stocks at its end; money in £000s. Monthly: each month end over its month. Quarterly: calendar quarter ends, each over its quarter. Annually: calendar year ends, each over its year (2022 from October, when the company started). Rolling: every month end over the quarter or the year to it. Ratios are plain ratios over the period, never annualised, so they read green or red against their illustrative targets only over a year.

ARR and logosUpdated 09 Oct 26
CSV
Left axisARRRight axisLogos
£0.0m0£1.2m25£2.5m50Sep 23Jun 24Mar 25Dec 25Sep 26£2.2m44Apr 23: ARR £37,050; Logos 2May 23: ARR £37,050; Logos 2Jun 23: ARR £74,100; Logos 4Jul 23: ARR £74,100; Logos 4Aug 23: ARR £91,650; Logos 5Sep 23: ARR £91,650; Logos 5Oct 23: ARR £91,650; Logos 5Nov 23: ARR £111,150; Logos 6Dec 23: ARR £173,750; Logos 8Jan 24: ARR £193,250; Logos 9Feb 24: ARR £210,800; Logos 10Mar 24: ARR £229,325; Logos 11Apr 24: ARR £255,775; Logos 11May 24: ARR £317,075; Logos 13Jun 24: ARR £319,025; Logos 13Jul 24: ARR £424,325; Logos 16Aug 24: ARR £444,800; Logos 17Sep 24: ARR £488,800; Logos 18Oct 24: ARR £488,800; Logos 18Nov 24: ARR £513,400; Logos 18Dec 24: ARR £581,900; Logos 19Jan 25: ARR £682,800; Logos 22Feb 25: ARR £843,300; Logos 24Mar 25: ARR £844,275; Logos 24Apr 25: ARR £947,975; Logos 26May 25: ARR £950,175; Logos 26Jun 25: ARR £1,068,675; Logos 28Jul 25: ARR £1,196,375; Logos 30Aug 25: ARR £1,219,650; Logos 30Sep 25: ARR £1,228,650; Logos 30Oct 25: ARR £1,233,150; Logos 30Nov 25: ARR £1,279,350; Logos 31Dec 25: ARR £1,303,250; Logos 32Jan 26: ARR £1,478,350; Logos 34Feb 26: ARR £1,553,800; Logos 35Mar 26: ARR £1,606,300; Logos 36Apr 26: ARR £1,818,600; Logos 39May 26: ARR £2,035,350; Logos 42Jun 26: ARR £2,125,850; Logos 44Jul 26: ARR £2,237,850; Logos 45Aug 26: ARR £2,248,550; Logos 45Sep 26: ARR £2,222,550; Logos 44

Logos are read on the right axis, as a count, and ARR on the left, in pounds: the two move together but on different scales. Every period end since the first customer, at the period chosen above.

Show the figures as a table
PeriodARRLogos
Apr 23£37,0502
May 23£37,0502
Jun 23£74,1004
Jul 23£74,1004
Aug 23£91,6505
Sep 23£91,6505
Oct 23£91,6505
Nov 23£111,1506
Dec 23£173,7508
Jan 24£193,2509
Feb 24£210,80010
Mar 24£229,32511
Apr 24£255,77511
May 24£317,07513
Jun 24£319,02513
Jul 24£424,32516
Aug 24£444,80017
Sep 24£488,80018
Oct 24£488,80018
Nov 24£513,40018
Dec 24£581,90019
Jan 25£682,80022
Feb 25£843,30024
Mar 25£844,27524
Apr 25£947,97526
May 25£950,17526
Jun 25£1,068,67528
Jul 25£1,196,37530
Aug 25£1,219,65030
Sep 25£1,228,65030
Oct 25£1,233,15030
Nov 25£1,279,35031
Dec 25£1,303,25032
Jan 26£1,478,35034
Feb 26£1,553,80035
Mar 26£1,606,30036
Apr 26£1,818,60039
May 26£2,035,35042
Jun 26£2,125,85044
Jul 26£2,237,85045
Aug 26£2,248,55045
Sep 26£2,222,55044
Accountingmade from

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