# ARPU — Average Revenue per User

This is the foundation of the entire diagnosis. It determines how much you can spend to acquire a customer and remain profitable. A low ARPU is not necessarily bad, but it limits your acquisition budget.

## Where to find it

SaaS: your MRR (monthly recurring revenue) ÷ active customers — see it directly in Stripe (Billing → Analytics) or Chargebee. Fintech: average commissions/fees charged per user this month, from your payment processing dashboard. Edtech: average monthly subscription fee, from your course platform (Hotmart, Teachable) or payment gateway.

## If it's off

If ARPU is very low relative to your operating costs, you need a very high volume of customers to reach break-even. Many businesses grow fast while losing money on each customer without realizing it.

## LATAM Benchmarks

| Status | Range |
|---|---|
| Healthy | SaaS B2B: > $80/mo · Fintech: > $15/mo · Edtech: > $30/mo |
| Alert | SaaS B2B: $30–$80/mo · Fintech: $5–$15/mo · Edtech: $12–$30/mo |
| Critical | SaaS B2B: < $30/mo · Fintech: < $5/mo · Edtech: < $12/mo |

## How to improve it

The fastest lever: raise prices 10–20% for new customers and measure whether conversion drops. In most early-stage SaaS companies, the initial price was set by intuition, not data.

Related metrics: [Monthly Churn](https://www.uniteconomicscalculator.com/en/glossary/churn-rate.html) · [CAC](https://www.uniteconomicscalculator.com/en/glossary/cac.html) · [Gross Margin](https://www.uniteconomicscalculator.com/en/glossary/gross-margin.html)

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