Retention calculator · Free tool
Calculate your agency's retention.
Compare how many opening customers stayed with how much of their opening premium and recurring commission they carried. See whether the accounts that left were larger or smaller than average, then decide what deserves a closer look.
What that means
Fill in both the customer counts and the premium figures to see how the two measures compare.
IN THE KEELRIDGE PRODUCT
Start the retention review from evidence.
This calculator shows the math once the cohort has been assembled. Keelridge does the recurring work from accepted AMS Book snapshots—keeping the cohort, source dates and definitions attached so management can review retention and movement without rebuilding the analysis each time. The Keelridge Assistant supports authorized follow-up questions with links back to the evidence. Commission economics remain in executive views.
Read the result
Three views of the same opening customers.
These three measures follow one opening customer cohort. Keelridge’s renewal rate is a separate measure based on renewed-line commission and should not be treated as a fourth version of the same cohort ratio.
Client retention
Did the opening relationships stay? Each customer counts once, regardless of size. Read it alongside premium and commission retention to understand the opening book those relationships carried.
customers still active ÷ customers at the start
Premium retention
Did the larger accounts stay? Opening premium weights the same customer group by account size. Losing one large account can move premium retention more than losing several small ones.
opening premium on retained customers ÷ opening cohort premium
Commission retention
How much recurring earning power stayed with those customers? Weight the same opening group by annual recurring commission, using the same annualization and accepted direct-bill basis on both sides.
opening annual commission on retained customers ÷ opening cohort annual commission
Keep one opening group.
All three measures follow the same customers from the opening date to the ending date, using opening weights. New customers, added lines and later price or exposure changes do not increase these opening-cohort retention ratios.
opening customer group · opening weights
Before drawing a conclusion.
- Confirm customer continuity. A policy-number change or carrier remarket does not necessarily mean the customer left. This calculator uses your cohort totals; it cannot reconcile the underlying records — why remarkets can distort a count.
- Compare equivalent periods and definitions. Keep the opening group, dates, annualization and commission assumptions consistent before interpreting a trend.
- Investigate the relationships behind the gap. These figures show what stayed and what was lost; they do not establish why a customer left — why the headline measures can disagree.
Related questions
Asked alongside this one.
How do you calculate an insurance agency's retention rate?
Client retention divides the opening customers still active at the end by the opening customer count. Premium and commission retention weight that same group by its opening premium or opening annual recurring commission. Read the three together to understand which relationships stayed and how much of the opening book they carried.
What is the formula for premium retention?
The opening premium of the starting customers still active at the end, divided by the opening premium of the whole starting group. Later price changes do not increase this ratio. A whole-book closing-to-opening comparison mixes retention with new business and retained-customer premium changes.
Why do premium retention and client retention give different answers?
Client retention counts each opening customer once; premium retention weights the same customers by opening premium. If customers who left carried less opening premium than average, premium retention is higher. If they carried more, premium retention is lower. The gap helps interpret who left; it does not explain why.
How do you calculate commission retention?
Divide the opening annual recurring commission attached to customers who remained by the opening annual recurring commission of the full starting customer cohort. Use the same annualization and direct-bill rate basis on both sides so missing estimates are not silently treated as zero.
Is renewal rate the same as retention?
No. This calculator follows one opening customer cohort using counts and opening premium or annual recurring commission. Keelridge’s separate renewal rate compares current commission on renewed lines with opening-book commission, including supported replacement credit. It can reflect renewal premium and commission changes; it is not another weighting of the same opening customer cohort.
Can I try the Keelridge Assistant in the public demo?
The public demo opens an Assistant notice instead of running analytical chat. See the recorded fictional-agency answer on the Product page, or evaluate supported questions during an owner walkthrough. The Assistant uses authorized evidence; it does not change source records or assign work.
From a calculation to the management review
The formula is simple. Finding the inputs usually is not.
The management picture should not have to be assembled by hand for every review. After initial mapping, authorized staff upload supported AMS reports, review validation and confirm the update. Keelridge keeps dated Book evidence ready alongside financial and team performance, with views and context suited to each responsibility. People decide which changes to investigate and what follow-through is needed.