ARR at Risk
Sum of ARR from customers flagged "at-risk" by the customer-success team — typically driven by usage decline, low health score, executive turnover at the customer, missed milestones, or explicit churn intent. The board reads this as the worst-case near-term churn exposure if no intervention happens. Common pitfall: the "at-risk" definition drifts across CSMs and quarters; standardize the criteria (e.g. health score below threshold OR 30-day usage drop > X% OR cancellation request received) and version-control the playbook so the absolute number is comparable period-over-period. Pair with `percent_arr_at_risk` for the proportional read. — Customers KPI, I'mBoard-authored (editorial tier).
I'mBoard-authored (editorial tier)
No public third-party standard anchors this KPI yet, so I'mBoard authors and maintains the definition — transparently labeled as editorial tier. See the ontology methodology for the published vs editorial tier system and the back-attribution workstream.
Rogue ID: customers.arr_at_risk
Type: Currency
Domain: Customers
Definition
Sum of ARR from customers flagged "at-risk" by the customer-success team — typically driven by usage decline, low health score, executive turnover at the customer, missed milestones, or explicit churn intent. The board reads this as the worst-case near-term churn exposure if no intervention happens. Common pitfall: the "at-risk" definition drifts across CSMs and quarters; standardize the criteria (e.g. health score below threshold OR 30-day usage drop > X% OR cancellation request received) and version-control the playbook so the absolute number is comparable period-over-period. Pair with percent_arr_at_risk for the proportional read.
Formula
arr_at_risk = Σ(ARR of customers flagged at-risk by CS team). The "at-risk" flag itself is a company-specific definition (typical components: health score below threshold, 30-day usage decline, executive churn at customer, missed onboarding milestones, explicit churn signal). Document the flag rule in `customer_definition_note` so the number is comparable across periods.Why it matters
Converts the qualitative CS pipeline into a board-readable dollar exposure. Forces the team to put a number on hand-wavy customer-health concerns and surfaces concentration risk (a single $500K at-risk account is a different conversation than fifty $10K accounts).
How to interpret
Always present alongside percent_arr_at_risk — $500K at-risk is a 5% problem at $10M ARR but a 0.5% problem at $100M ARR. There is no citation-grade industry benchmark for the absolute number; the >15% destructive threshold the ArrAtRiskGauge widget uses is internal heuristic, not an external standard. Trend month-over-month — sustained growth in arr_at_risk is the leading indicator that NRR will deteriorate next quarter.
Related KPIs
customers.percent_arr_at_riskcustomers.churn_riskscustomers.top_customer_concentrationcustomers.net_revenue_retentioncustomers.gross_revenue_retentionsales.arr
Source
I'mBoard editorial — authored and maintained by I'mBoard, first published 2026-04-01. No third-party standard is cited for this KPI; when one emerges, the definition is back-attributed and promoted to the published tier (a minor version bump). Read the ontology methodology for the published vs editorial tier system, attribution rules, and dispute process.
Stage relevance
| Company stage | Priority |
|---|---|
| Series A | Core |
| Series B | Core |
| Series C+ | Core |
| Public | Core |
Suggested for stages: Series A, Series B, Series C+, Public.
Default owning functions
- Sales
Machine-readable
- This KPI as JSON:
/api/ontology/customers/arr_at_risk.json - All Customers KPIs:
/api/ontology/customers.json - Full catalog:
/api/ontology/index.json
ACV Trend
Period-over-period percent change in Average Contract Value (mean ARR per active customer logo). A rising ACV trend signals pricing power, successful tier upgrades, or a mix-shift toward larger customers; a falling ACV trend signals seat compression, discounting pressure, or a mix-shift toward smaller customers. The board reads this alongside `total_customers` and `customers.net_revenue_retention` to disambiguate which lever is moving — logo growth vs. expansion vs. price. Common pitfall: ACV mix-shifts (a wave of new SMB logos at low ACV) can drag the average down even when existing-customer ACV is rising — segment-cut ACV is more diagnostic than the blended number. — Customers KPI, I'mBoard-authored (editorial tier).
Churn Risks
Named at-risk accounts, root-cause analysis of why they're at risk, and the mitigation plan in flight. Pairs with the quantitative `arr_at_risk` and `percent_arr_at_risk` and gives the board the names + the playbook. Common pitfall: listing the at-risk accounts without the diagnosis or the plan — the board reader needs to see what the team is doing about it, not just what the team is worried about. Also: avoid using this surface as a generic "things are bad" venting forum — keep it account-specific and action-specific. — Customers KPI, I'mBoard-authored (editorial tier).