Introduction: Not All MRR Is Equal
Recurring revenue is the holy grail of SaaS—but buyers don’t just look at totals. In 2026, they dissect quality, predictability, and risk.
MRR Quality Tiers
High-Quality Revenue
- Monthly or annual subscriptions
- Self-serve signups
- Low churn
Lower-Quality Revenue
- Lifetime deals
- Agency bundles
- Heavy discounts
Revenue Concentration Risk
If one customer represents more than 15% of MRR, buyers apply discounts. Diversification equals safety.
Expansion Revenue Wins Deals
Upsells and plan upgrades prove product-market fit and increase valuation multiples.
Conclusion
Buyers pay premiums for clean, predictable revenue. Optimize quality before you optimize growth.
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