The Rule of 40 for SaaS: What It Is and How to Calculate It

Sabah Noor

Feb 18, 2025

10 min read

Table of contents

What Is the Rule of 40?
Why Is the Rule of 40 Important in SaaS?
How To Calculate the SaaS Rule of 40?
The Four Crucial Benefits of Tracking the Rule of 40
When Should B2B SaaS Companies Use the Rule of 40?
Time Period to Measure the Rule of 40
Conclusion

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Many B2B SaaS marketing strategies focus on growing revenue through customer acquisition and retention, especially in the early stages. However, the key challenge is balancing that growth with profitability.

While revenue shows how much a company earns, profitability tells you how much actual profit is after expenses.

The Rule of 40 helps you balance growth and profitability. It’s a simple metric that shows if your SaaS business is healthy and on track for long-term success.

In this blog, we'll break down the Rule of 40, explain its importance, highlight its benefits, and show you how to calculate it for your SaaS business.

What Is the Rule of 40?

The Rule of 40 is a financial metric that measures the overall health of a SaaS business by combining two key performance indicators: growth rate and profit margin.

The rule suggests that the sum of these two factors should equal or greater than 40% for a company to be considered financially healthy.

In simple terms, it is a benchmark that helps SaaS companies balance scaling quickly and maintaining profitability. A business can achieve this by focusing on solid revenue growth or attaining high-profit margins—often enhanced by strategic SaaS marketing services—but ideally, it should aim for both.

SaaS Growth Rate is usually measured as the percentage increase in monthly recurring revenue (MRR) or annual recurring revenue (ARR).
The EBITDA margin typically measures the profit margin, reflecting how much revenue is retained as profit after operational expenses.

Why Is the Rule of 40 Important in SaaS?

This rule of 40 provides a simple yet powerful benchmark for investors and founders, ensuring that aggressive growth doesn’t come at the expense of profitability—and vice versa.

1. Balances Growth and Profitability

B2B SaaS companies often prioritize growth, especially in the early stages. However, an excessive focus on growth can lead to diminishing returns if not balanced with profitability. The Rule of 40 SaaS ensures companies do not sacrifice one for the other.

2. Investor Confidence

Investors closely analyze SaaS businesses for scalability and sustainability. Companies meeting or exceeding the Rule of 40 are considered well-balanced, which attracts higher valuations and increases investor confidence.

3. Simplifies Performance Metrics

The Rule of 40 serves as an overarching health check, simplifying evaluating a SaaS company’s performance. It provides a quick and effective snapshot for stakeholders without diving deep into complex metrics. (Download our SaaS Metric Resource.)

4. Improves Strategic Planning

Tracking the Rule of 40 enables leadership teams to make informed decisions about resource allocation.

For example, companies exceeding the benchmark may invest in customer acquisition, while those falling short can focus on cost optimization.

How To Calculate the SaaS Rule of 40?

To calculate the SaaS rule of 40, add the growth rate percentage and profit margin for a given time. Here's the formula:

Rule of 40 = SaaS Growth Rate % + SaaS Profit Margin %

However, calculating growth rate and profit margin requires more precision to ensure accuracy. Let's break it down:

1. Revenue Growth Rate Calculation

SaaS businesses typically calculate the growth rate using Monthly Recurring Revenue (MRR) or Annual Recurring Revenue (ARR), reliable indicators of recurring income.

Monthly Recurring Revenue (MRR) is calculated as:

MRR = Total Active Accounts×Average Revenue Per Account (ARPA)

Annual Recurring Revenue (ARR) is derived by multiplying the MRR by 12:

ARR = MRR×12

Once you have the appropriate revenue figure, you can calculate the growth rate using the formula:

Growth Rate = (Current Year Value − Prior Year Value) ÷ Prior Year Value × 100

This shows the percentage change in your revenue from one year to the next. This metric is particularly valuable for SaaS sales teams to track their impact on overall business growth.

2. Profit Margin Calculation

Profitability is typically measured using the EBITDA margin, which stands for Earnings Before Interest, Taxes, Depreciation, and Amortization. This margin shows how profitable a company is based on its core operations.

To calculate the EBITDA margin, you use the following formula:

EBITDA Margin = EBITDA ÷ Revenue × 100

This will give you the percentage of revenue that is converted into profits.

3. Add the Growth Rate and Profit Margin

Now, simply add your growth rate and EBITDA margin. If the sum is 40% or higher, your business is on track according to the Rule of 40.

Example:

Growth Rate: 30%
EBITDA Margin: 15%
The Rule of 40 Formula: 30% + 15% = 45%

In this case, the company exceeds the Rule of 40 benchmark.

The Four Crucial Benefits of Tracking the Rule of 40

The Rule of 40 offers B2B SaaS Companies a framework for sustainable operations. Below are four key benefits:

1. Strategic Resource Allocation

The Rule of 40 provides insights into whether a company should focus on scaling growth or improving profitability. It ensurese that resources are carefully allocated to areas with the highest impact.

A SaaS company with strong profitability but stagnant growth can use this metric to redirect resources into marketing and sales.

2. Enhanced Market Valuation

Investors view the Rule of 40 as a critical benchmark for evaluating SaaS businesses. Companies adhering to it often achieve better valuations, particularly during funding rounds, mergers, or acquisitions.

3. Streamlined Decision-Making

The Rule of 40 calculation simplifies decision-making by offering a clear performance indicator. It allows companies to focus on areas that need attention without getting lost in complex financial metrics.

4. Resilience Against Market Changes

The Rule of 40 helps B2B SaaS companies maintain financial health in fluctuating markets. A balanced strategy ensures stability, even during economic uncertainty or reduced market demand.

When Should B2B SaaS Companies Use the Rule of 40?

The relevance of the Rule of 40 depends on the maturity and goals of your SaaS business.

Early-Stage Companies

For startups or early-stage companies, aggressive growth often takes precedence over profitability.

Due to heavy R&D and customer acquisition investments, tracking the Rule of 40 may not yield meaningful insights during this phase.

Scaling SaaS Businesses

As companies achieve a steady revenue stream (e.g., $1M MRR or $10–$50M ARR), the Rule of 40 becomes a valuable metric to balance growth and profitability.

During Funding Rounds

For SaaS businesses preparing for funding rounds, the Rule of 40 showcases financial stability to investors, improving the chances of securing favorable terms.

Time Period to Measure the Rule of 40

The time period chosen for calculating the Rule of 40 can affect the accuracy of the results.

Shorter timeframes, like month-to-month comparisons, can cause fluctuations and may not give a clear picture. Longer periods help reduce variability and provide more reliable insights.

It is recommended that full-year performance data be used, as it captures the overall growth and profitability trends without being affected by short-term changes.
For growth rate calculations, compare at least three months of year-over-year revenue, such as the first quarter of 2024 (1Q24) versus the first quarter of 2023 (1Q23).
For EBITDA margin, use a trailing three-month or six-month average to account for temporary changes in profitability.

Conclusion

The Rule of 40 is more than just a financial metric; it provides a framework for balancing growth and profitability in the SaaS industry. Using this benchmark, SaaS companies can improve their valuations, attract investors, and set themselves up for long-term success.

With Saffron Edge, a leading SaaS marketing agency, you can easily track and optimize critical metrics, such as the Rule of 40, to help your business stay competitive.

Frequently Asked Questions

The Rule of 40 is an important financial metric that combines a SaaS company’s growth rate and profit margin to assess its overall health.

It ensures a sustainable balance between rapid growth and profitability, attracting investors and improving valuations.

Add your revenue growth rate percentage to your profit margin percentage. The total should be 40% or higher.

While it’s most relevant for mature companies, it is a valuable benchmark for any SaaS business aiming for long-term success.

Drive Efficiency with Data-Driven Metrics

Master the Rule of 40 to optimize your operational strategy. Calculating and balancing growth and profitability is key to scaling your SaaS business effectively.

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These solutions manage and address all of the internet reviews you receive, ensuring the credibility of your business or brand in the eyes of the public. A prompt response to the reviews will give your company a reputation for being accountable and customer-focused. The reviews serve as feedback, which can help firms grow and even assist with long-term planning, particularly when introducing new goods or services. Reputation managers can handle a negative review by addressing the issues. When you put some effort into it, you will notice that your business is starting to flourish and develop a good reputation. Essential Features of Review Management Software Software for managing reviews offers many features. Only a few of the most crucial are listed below. Management of Feedback: You require a specialist to handle the feedback. Think about the variety of review sites. It could be difficult to act quickly and end a dispute. 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Gain Insights and Analytics: It offers several advantages, including analytics and insights. It also aids businesses in gathering, analyzing, and managing feedback. The tool simplifies compiling evaluations from many channels, including social media, email, and customer service. It also offers an analytics dashboard that includes data on reviews. Tracking Client Feedback: Businesses can keep track of consumer feedback using review management software. Additionally, it enables companies to monitor customer feedback and swiftly address any issues. Software for managing reviews has increased customer satisfaction and loyalty by making it simple for customers to submit feedback and for businesses to address issues. Employing a Seasoned provider of Review Management Services! Search engines and regulatory organizations may penalize you for using prohibited review generation techniques. The Federal Trade Commission (FTC) has severe restrictions against fraudulent and paid reviews, and Google forbids reviewing your own business. To properly handle online reviews, always adhere to their generation's policies. The secret to getting reviews fast, effortlessly, and honestly is to put your faith in review management firms. Automation and Technology: While an online review management tool speeds the review creation process, you still need a reputable review management specialist to set up the automation and monitor its development. Installing a review widget on your website and using it to show off your favorable evaluations on the front page is another useful tool you should have. Completely Managed Services: It would be best if you used your time to focus on your strengths. You may focus on your primary line of business and leave online reputation management to the experts using supervised review management services. Consistent Customer Service: A successful strategy for online reviews requires meticulous planning and attention to detail. A reputation management company will routinely check your reviews, notify you when urgent action is needed, and help you with any issues you may have with managing your reviews. Boost Sales and Customer Satisfaction with Saffron Edge! Saffron Edge monitors online customer reviews and provides feedback to help businesses of all sizes develop. Our organization is one of the most well-known online review management companies because of our constant dedication to the distinct business objectives of each of our clients. Our review management and monitoring services make it easier to continuously maintain track of all brand references on social media and review platforms. We solicit evaluations from customers that are sincere and natural. On the other hand, we spot negative reviews and apply best practices to defuse or settle them. Do you want to know more about our online review management services and how they may increase your business's profits, reputation, and client satisfaction? Get in touch with us right away. ...

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The Rule of 40 for SaaS: What It Is and How to Calculate It

What Is the Rule of 40?