# Grid (formerly SaaSGrid)

> Grid, launched as SaaSGrid and founded with backing from Craft Ventures, is a SaaS financial reporting platform that connects billing, accounting, and CRM data and produces the standard operating metrics a board asks for: ARR, net and gross dollar retention, logo churn, cohort retention, ARR waterfalls, expansion and contraction, magic number, and burn multiple. It is a measurement product in the churn category rather than a prevention product: it quantifies retention rigorously enough to survive a diligence process, but it never contacts a customer, retries a card, or intercepts a cancellation.

- Category: Retention & Churn Prevention (https://saastracker.org/categories/customer-retention)
- Website: https://www.withgrid.com
- Starting price: $0 for companies under $1M ARR
- Free plan: Starter is free for companies under $1M ARR and includes ARR and revenue metrics, retention metrics, expense metrics, headcount insights, custom shareable dashboards, unlimited viewers, and the Stripe, QuickBooks, Xero, and file integrations.
- Free trial: Not applicable to the Starter plan, which is free indefinitely within its eligibility limit
- Founded: 2021, HQ: United States, Ownership: Venture-backed
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/saasgrid

## Overview

Grid began as an internal tool. Ethan Ruby built an early version to help the investment team at Craft Ventures compute metrics for prospective portfolio companies, because every company presented its ARR and retention differently and the numbers rarely reconciled. The pattern that turned it into a company was founders asking to keep using the tool after the diligence was over. It launched independently with a $3.3M seed round led by Craft Ventures, co-founded by Ethan Ruby as chief executive, Teddy Ruby leading engineering, and David Sacks, and has since rebranded from SaaSGrid to Grid as the product expanded from dashboards into billing and forecasting.

The distinguishing idea is that retention metrics belong to finance, not to a growth dashboard. Grid pulls from Stripe, QuickBooks, Xero, and spreadsheet uploads on the entry plan, and from Salesforce, HubSpot, NetSuite, and Sage Intacct higher up, then computes ARR movement as a proper waterfall: beginning ARR, new, expansion, contraction, churn, ending ARR, with every number traceable to the contracts underneath it. That is a different artefact from the MRR chart a founder screenshots for an update. It is the version that stands up when an investor asks how net dollar retention was calculated and whether downgrades were counted as contraction or churn.

For a small business, the pricing is the headline. The Starter plan is free for companies under $1M ARR, includes ARR and revenue metrics, retention metrics, expense and headcount insights, custom shareable dashboards, unlimited viewers, and the Stripe, QuickBooks, Xero, and file integrations. That is a genuinely useful free product for a seed-stage company preparing its first serious metrics pack. The Growth plan, which adds pipeline, renewals, total contract value, product-level insights, bookings and billings reconciliation, and the CRM and ERP connectors, is quoted rather than published, and it comes with guided onboarding and a technical consultant, which tells you it is sold rather than self-served.

Read that split honestly before you buy. Grid is self-serve and published-price only at the bottom, which is exactly where a small business sits, so it qualifies. But the moment your reporting question involves your CRM, your renewals calendar, or your ERP, you are in a sales conversation with custom pricing. The vendor reports more than $4 billion in ARR under management across its customer base, which suggests the centre of gravity is well above the free tier.

## How it works

1. You connect data sources. On the free Starter plan that means Stripe for billing, QuickBooks or Xero for accounting, and spreadsheet uploads for anything else, which covers the entire stack of most seed-stage companies.

2. Grid normalises contracts and invoices into ARR. Annual and multi-year deals are recognised on a consistent basis, one-off services revenue is excluded from recurring, and upgrades, downgrades, and cancellations are classified into expansion, contraction, and churn rather than netted into a single line.

3. From that base it computes the standard metric set: ARR and revenue, gross and net dollar retention, logo retention, cohort curves, ARR waterfalls, expense and headcount ratios, and efficiency metrics. Everything is drillable back to the underlying customer records, which is what makes the numbers defensible.

4. You then publish dashboards. Viewers are unlimited on the free plan, so the board, the investors, and the leadership team can all look at the same live figures instead of a quarterly deck that is stale on arrival. Growth-tier customers add CRM and ERP sources so renewals and pipeline join the same picture, and the newer billing and forecasting modules push the product from reporting into operations.

## Best for

Seed and Series A B2B SaaS companies that need retention and ARR metrics rigorous enough for a board or a diligence process, especially those under $1M ARR who can have the whole thing for free, and finance-led teams who want churn measured on contract data rather than on card charges.

## Not the right fit for

- Anyone expecting this to reduce churn. It calculates net dollar retention beautifully and does nothing whatsoever about the customer who is leaving. Prevention is Churnkey, Churn Solution, Stunning, or a human CSM.
- Consumer subscription apps. The metric vocabulary here is B2B contract ARR, and a company selling $9 a month to fifty thousand people is better served by ProfitWell Metrics or, on mobile, RevenueCat.
- Companies over $1M ARR who insist on published pricing. The Growth plan is quoted, comes with a dedicated technical consultant, and requires a sales conversation, which is a genuine limitation of an otherwise self-serve entry point.
- Teams with no finance function or interest in one. If nobody on the team can say whether a downgrade should count as contraction or churn, the rigour on offer will feel like overhead rather than value.
- Product teams looking for usage-based health scoring and engagement signals. There is no product analytics layer, no event stream, and no in-app anything.

## Features

### Retention and churn metrics

The reason a churn category cares about a finance tool.

- **Net dollar retention**: Computed on a consistent contract basis with expansion and contraction separated, so the number means the same thing in month one and month thirty and survives an investor asking how it was derived.
- **Gross dollar retention**: Retention excluding expansion, which is the harsher and more honest measure of whether customers stay, and the one experienced investors look at first.
- **Logo churn and customer counts**: Customer-level retention tracked independently of revenue, which reveals the pattern where you keep revenue by growing a few accounts while quietly losing many.
- **Cohort retention curves**: Revenue and logo retention by signup cohort, showing whether recent cohorts are behaving worse than older ones, which is the earliest structural churn warning available in financial data.
- **ARR waterfall**: Beginning ARR, new, expansion, contraction, churn, and ending ARR presented as a movement bridge, each component drillable to the contracts that produced it.
- **Expansion and contraction analysis**: Upgrades and downgrades treated as first-class events rather than netted away, which is how you find out that contraction is doing more damage than outright cancellation.

### Financial and efficiency reporting

The metrics that sit around retention in a board pack.

- **ARR and revenue metrics**: Recurring revenue reported on a contract basis with services and one-off charges kept out of the recurring line, which is where most homemade spreadsheets go wrong.
- **Expense metrics**: Spend pulled from QuickBooks or Xero and presented alongside revenue, so retention improvements can be judged against what they cost.
- **Headcount insights**: Team size tracked against revenue for revenue per employee and similar ratios that boards ask about at every stage.
- **Efficiency metrics**: Standard SaaS efficiency measures such as magic number and burn multiple computed from the same reconciled base rather than assembled by hand each quarter.
- **Bookings and billings reconciliation**: Available on the Growth plan, tying what was sold to what was invoiced, which is where ARR disputes usually originate.

### Dashboards and sharing

How the numbers get in front of people who are not in the tool daily.

- **Custom dashboards**: Build the specific views your board and leadership team ask for rather than accepting a fixed template.
- **Unlimited viewers**: Included on the free Starter plan, so investors, advisers, and the whole leadership team can have live access without any per-seat cost, which is unusual generosity.
- **Shareable links**: Dashboards can be shared outward, replacing the quarterly deck screenshot with a live view.
- **Drill-down to source records**: Every aggregate can be opened to the underlying customers and contracts, which is the difference between a chart and a defensible number.

### Data sources and integrations

What Grid can read, and where the free tier stops.

- **Stripe**: Billing data on the free Starter plan, which covers most early-stage self-serve SaaS companies entirely.
- **QuickBooks and Xero**: Accounting connections on the free plan, bringing expense and revenue recognition data into the same picture as ARR.
- **Spreadsheet upload**: Sheets and Excel files can be uploaded directly, which matters enormously for B2B companies whose annual contracts live in a spreadsheet rather than a billing system.
- **Salesforce and HubSpot**: CRM connections on the Growth plan, adding pipeline, renewals, and total contract value to the reporting set.
- **NetSuite and Sage Intacct**: ERP connections on the Growth plan for companies that have outgrown small-business accounting software.

### Billing, planning, and forecasting

The expansion from reporting into operations that came with the Grid rebrand.

- **Invoice generation and collection**: Automated invoicing driven off contract data, aimed at B2B companies whose renewals are invoiced rather than charged to a card.
- **Contract management**: Contracts tied to CRM deal records, so the renewal date and the revenue figure come from the same object rather than two disagreeing systems.
- **Complex billing models**: Subscriptions, usage-based pricing, add-ons, and professional services handled in one model instead of forcing everything into a flat plan.
- **Revenue forecasting**: Forward projections with trend analysis and scenario modelling built on the reconciled historical base rather than on assumptions typed into a spreadsheet.
- **Budget to actuals**: Plan versus actual monitoring so a retention miss shows up against the plan it broke rather than only as a lower chart.

## Use cases

- **Seed-stage founder preparing a Series A data room**: The investor wants net and gross dollar retention, logo churn, and cohort curves computed consistently, and the current spreadsheet was assembled by three different people over two years. Outcome: Stripe and QuickBooks are connected, the ARR waterfall reconciles, and every metric is drillable back to contracts, which removes the most common source of diligence friction. Under $1M ARR this costs nothing.
- **First finance hire at a Series A company**: Sales tracks renewals in HubSpot, billing lives in Stripe, accounting is in QuickBooks, and the three systems produce three different ARR numbers every month. Outcome: Grid reconciles the sources into a single contract-based ARR, and bookings versus billings reconciliation exposes exactly where the historical disagreement came from.
- **Operator deciding whether churn is a revenue or a customer problem**: Revenue is growing but the customer count is flat, and leadership disagrees about whether there is a churn problem at all. Outcome: Splitting logo churn from net dollar retention shows expansion inside a few large accounts masking heavy small-account loss, which points at onboarding rather than at pricing.
- **Board preparing for a quarterly meeting**: The deck is assembled the night before, numbers change between drafts, and directors ask questions the founder cannot answer without going back to source data. Outcome: A live shared dashboard with unlimited viewers replaces the static deck, and drill-down means questions get answered in the meeting rather than in a follow-up email.

## Pricing

Free entry plan for companies under $1M ARR, with a quoted Growth plan above it that includes onboarding and a technical consultant.

- **Starter**: $0 per month, for companies under $1M ARR. ARR, revenue, and retention metrics; Expense metrics and headcount insights; Custom shareable dashboards with unlimited viewers; Stripe, QuickBooks, Xero, and spreadsheet upload; Self-serve signup with no sales conversation. This is the plan that makes Grid relevant to a small business, and it is more capable than the word Starter suggests.
- **Growth**: Custom quoted. Everything in Starter; Pipeline, renewals, and total contract value metrics; Product-level insights and bookings versus billings reconciliation; Salesforce, HubSpot, NetSuite, and Sage Intacct integrations; Guided onboarding and a dedicated technical consultant. Quoted rather than published, and sold with an implementation consultant attached, which is a different buying experience from the free tier.

Billing notes:

- The eligibility gate on the free plan is your ARR, not a feature meter, so the product does not degrade as you use it. It ends when you cross $1M ARR and the conversation becomes a quote.
- Unlimited viewers on the free plan is the unusual part. Most reporting tools charge per seat and then complain when you share a screenshot instead.
- Growth pricing is not published anywhere and the guided onboarding plus technical consultant implies a five-figure annual conversation rather than a card payment.
- There is no percentage of revenue and no performance component anywhere, which is the right structure for a measurement tool. Compare that with a recovery vendor taking twenty five percent of retained revenue: at $50,000 MRR, saving even four percent of it produces a $500 monthly bill from a percentage vendor, while a reporting tool stays flat.
- Because the free plan covers Stripe, accounting, and file uploads, a seed-stage company can run its entire metrics stack here at zero cost, which is the strongest argument for adopting it early.

Value assessment: Under $1M ARR this is one of the best free products in the category, and it is aimed at a job that ProfitWell Metrics does not do well: contract-based B2B ARR with a defensible waterfall and unlimited board access. Above the free line, value depends entirely on a quote you cannot see in advance, and you should benchmark it against ChartMogul, which publishes prices and covers most of the same retention reporting without the ERP ambitions. The genuine differentiator is provenance. This was built inside a venture firm to answer exactly the questions a venture firm asks, and it shows in how the numbers are constructed.

## Strengths

- Free for companies under $1M ARR with unlimited viewers, which is exactly the stage that most needs credible retention reporting and least wants a bill.
- Retention metrics are computed on contract data with a proper ARR waterfall, so net and gross dollar retention hold up in diligence rather than needing to be explained away.
- Spreadsheet upload as a first-class source, which is the honest accommodation for B2B companies whose annual contracts do not live in a billing system.
- Built inside Craft Ventures to answer investor questions, which shows in metric definitions that match how sophisticated buyers actually read a business.
- Drill-down from every aggregate to the underlying customers, turning a dashboard into something you can defend line by line.
- The expansion into billing, forecasting, and budget-to-actuals means the tool does not need replacing the moment a finance hire arrives.

## Limitations

- It prevents no churn at all. This is reporting, and the entire intervention layer has to be bought elsewhere.
- Growth pricing is unpublished and sold with a consultant attached, so the self-serve experience ends at the $1M ARR line.
- No product usage data, no event instrumentation, and no health scoring based on engagement, so the early warning signals product teams want are absent.
- The metric vocabulary is B2B contract SaaS; consumer subscription and app store businesses are a poor fit.
- The free plan's integration list is short, and a company on Chargebee, Paddle, or Recurly rather than Stripe has to lean on file uploads.
- Smaller and younger than ChartMogul or Baremetrics as a company, with a seed round rather than a long financing history behind it, though the Craft Ventures relationship gives it more stability than the funding total alone suggests.

## Comparisons

- **Grid (formerly SaaSGrid) vs ChartMogul**: ChartMogul is the established subscription analytics choice with published pricing and deep segmentation, oriented around billing data. Grid is oriented around finance, reconciling billing with accounting and CRM into a contract-based ARR waterfall, and it is free under $1M ARR. Pick Grid if a board pack or a diligence process is the driver; pick ChartMogul if you want mature, published-price analytics and predictable costs as you grow.
- **Grid (formerly SaaSGrid) vs ProfitWell Metrics**: Both are free at the small end. ProfitWell Metrics is billing-data-only, instant to connect, and better for self-serve subscription businesses that want churn split into voluntary and involuntary today. Grid is slower to set up, pulls accounting and headcount alongside revenue, and produces the more defensible B2B retention numbers. A seed-stage B2B company can reasonably run both, since neither costs anything.
- **Grid (formerly SaaSGrid) vs Baremetrics**: Baremetrics bundles Stripe analytics with a dunning add-on, so it both measures churn and chases failed cards. Grid measures more rigorously for finance and recovers nothing. If you want one paid vendor covering measurement and recovery, Baremetrics is the simpler answer; if the retention numbers need to survive an investor's scrutiny, Grid is the better instrument.
- **Grid (formerly SaaSGrid) vs RevenueCat**: Not alternatives. RevenueCat is the subscription system of record for App Store and Google Play revenue and the only place mobile churn is visible. Grid consolidates whatever revenue sources you have into finance-grade reporting. A mobile-first company feeds RevenueCat data upward into a reporting layer like Grid rather than choosing between them.
- **Grid (formerly SaaSGrid) vs Akita**: Akita scores account health and drives customer success playbooks so a person can intervene before a renewal is lost, from $49 a month. Grid tells you afterwards, in precise financial terms, what your retention actually was. A B2B company with named accounts eventually wants both: Akita to act, Grid to report on whether the acting worked.
- **Grid (formerly SaaSGrid) vs Churnkey**: Churnkey intercepts cancellations and retries failed cards on self-serve billing stacks for a flat fee from $250 a month. Grid does neither. The two answer different halves of the same question, and the sequencing for a small company is to measure first with something free, then spend the retention budget on intervention aimed at whichever churn type dominates.

## Implementation

- Setup time: A few hours on the free plan: connect Stripe, connect QuickBooks or Xero, upload any contracts that live in a spreadsheet, and review how Grid has classified expansion, contraction, and churn. Growth-tier deployments involving Salesforce, NetSuite, or Sage Intacct come with guided onboarding for a reason and should be planned in weeks.
- Learning curve: Moderate. The tool is easy to operate but assumes you care about the difference between bookings, billings, and recognised revenue. Founders without a finance background will learn something, which is arguably part of the value.
- Onboarding: Self-serve on the Starter plan with no sales call required. The Growth plan includes guided onboarding and a dedicated technical consultant, which signals a sold rather than self-served motion.
- Migration: The real work is defining your contract data correctly at the start: what counts as recurring, how multi-year deals are treated, and whether downgrades are contraction or partial churn. Get those definitions right once and the historical series stays consistent. Spreadsheet upload means there is always a path in, even from a business with no billing system at all.

## Platform, API & security

- Platforms: Web application, Shareable dashboards
- API: Integration-led rather than API-led for the entry plan; data arrives through connectors and file upload. Deeper data workflows are part of the Growth conversation.
- Compliance: SOC 2, GDPR
- Data residency: Not published as a customer-selectable option.
- SSO: Not published on the free Starter plan; enterprise-style controls are part of the Growth conversation.
- Security notes: Connections to Stripe and accounting systems are read-oriented for reporting purposes. The billing module, which does write invoices, is a separate and much larger commitment than the reporting product and should be evaluated on its own terms.

## Support

- Channels: Email support, Guided onboarding and a dedicated technical consultant on Growth
- Documentation: Product documentation plus a substantial library of SaaS metric definition content, much of it descending from the metrics writing that Craft Ventures publishes.
- Community: No large user forum; the surrounding community is effectively the venture and SaaS finance audience the founders write for.

## Company

- Founded: 2021
- Founders: Ethan Ruby, Teddy Ruby, David Sacks
- Headquarters: United States
- Ownership: Venture-backed
- Employees: Not disclosed
- Funding: A $3.3M seed round led by Craft Ventures accompanied the independent launch of SaaSGrid.

Funding history:

- Seed (2022): $3.3M. Led by Craft Ventures, where the product originated as an internal diligence tool.

Timeline:

- 2021: Ethan Ruby builds an internal metrics tool at Craft Ventures to compute consistent SaaS metrics for prospective investments.
- 2022: Launches independently as SaaSGrid with a $3.3M seed round led by Craft Ventures, co-founded with Teddy Ruby and David Sacks.
- 2023: Adds CRM and ERP data sources, moving from a billing-data dashboard to a reconciled finance reporting layer.
- 2025: Rebrands from SaaSGrid to Grid as the product expands beyond reporting into billing, invoicing, and forecasting.
- 2026: Operates a free Starter plan for companies under $1M ARR and reports more than $4 billion in ARR under management across its customer base.

## Integrations

Stripe, QuickBooks, Xero, Google Sheets and Excel upload, Salesforce (Growth), HubSpot (Growth), NetSuite (Growth), Sage Intacct (Growth)

## FAQ

### What is Grid, and what happened to SaaSGrid?

Grid is the current name of SaaSGrid, a SaaS financial reporting platform that connects billing, accounting, and CRM data and computes ARR, net and gross dollar retention, logo churn, cohort retention, and ARR waterfalls. The company rebranded as the product expanded from dashboards into billing and forecasting.

### How much does Grid cost?

The Starter plan is free for companies under $1M ARR and includes revenue and retention metrics, expense and headcount insights, custom dashboards, unlimited viewers, and the Stripe, QuickBooks, Xero, and file integrations. The Growth plan is quoted rather than published and adds pipeline, renewals, CRM and ERP connectors, guided onboarding, and a technical consultant.

### Does Grid prevent churn?

No. It measures retention with unusual rigour and takes no action on any customer. There is no cancel flow, no dunning, no email, and no playbook. Prevention belongs to tools like Churnkey, Churn Solution, or Stunning, or to a human customer success motion.

### How is this different from ProfitWell Metrics, which is also free?

ProfitWell Metrics reads billing data and is instant to connect, with a useful voluntary versus involuntary churn split. Grid reconciles billing with accounting and, higher up, CRM data, and expresses retention as a contract-based ARR waterfall aimed at boards and diligence. For a self-serve subscription business, start with ProfitWell; for a B2B company with annual contracts, Grid's model fits better.

### Can it handle annual contracts that are invoiced rather than charged to a card?

Yes, and this is one of its better arguments. Contract data can arrive through spreadsheet upload as well as through Stripe, and the Growth plan adds CRM and ERP sources. That reaches the annual invoiced customers that cancel-flow and dunning tools structurally cannot touch, though Grid still only reports on them rather than intervening.

### How much engineering work does it take to set up?

None on the free plan. Connecting Stripe and an accounting system is a click-through authorisation, and spreadsheet upload covers the rest. The effort is analytical rather than technical: deciding how your business defines recurring revenue, expansion, contraction, and churn, and checking Grid has classified them your way.

### Are there seat limits?

Viewers are unlimited on the free Starter plan, which is the unusual and generous part; a board, an investor group, and a leadership team can all have live access without cost. Seat structures on the quoted Growth plan are part of the negotiation rather than a published figure.

### Who built Grid, and is it well funded?

It was founded by Ethan Ruby as chief executive, Teddy Ruby leading engineering, and David Sacks, originating as an internal metrics tool at Craft Ventures. It launched independently with a $3.3M seed round led by Craft Ventures. That is a small funding total, though the venture relationship and the reported $4 billion in ARR under management suggest a stable base.

### What should a five-person SaaS company buy first for retention?

Measurement first, because it is free and it decides everything after. Connect Grid or ProfitWell Metrics, look at whether your losses are failed payments, self-serve cancellations, or non-renewed annual contracts, then spend the actual budget on the one intervention aimed at the largest bucket. Buying a customer success platform before that split is known is the classic small-company mistake.

### Does Grid work for consumer or mobile subscription apps?

Poorly. The metric model is B2B contract ARR, and app store revenue does not appear in Stripe or QuickBooks in a usable form. A mobile subscription business should use RevenueCat as its system of record, and a high-volume consumer web subscription business is better served by ProfitWell Metrics or ChartMogul.

## Editorial verdict

Grid is the retention metric layer for companies whose churn conversation happens in a board meeting rather than in a cancel flow. The free Starter plan under $1M ARR is genuinely excellent: contract-based ARR, real net and gross dollar retention, cohort curves, unlimited viewers, and a waterfall you can defend line by line, at no cost and with no sales call. Take it at seed stage and never assemble another metrics spreadsheet. Be clear about two things before you go further. Everything above $1M ARR is a quote with a consultant attached, so benchmark it against ChartMogul before assuming, and nothing in this product will save a single customer. Measure here, intervene somewhere else.

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology