Customer value · Data & Insights Studio
What a customer is really worth, and the most you should pay to win one.
A customer-lifetime-value simulator for service industries such as banking and insurance. Risk-adjusted profit over a horizon, turned into the ceiling on acquisition cost.
Live tool · one self-contained file · yours to keep
The problem it solves
A customer's value isn't what they deposit.
It's risk-adjusted profit over a horizon: deposit and lending spreads and card take, minus cost to serve and expected credit loss, discounted and weighted for how long they stay.
Get that number and acquisition stops being a race to the lowest cost-per-conversion. This simulator builds CLV from the levers that actually drive it: balances, spreads, retention, credit-risk band. It turns that into the ceiling on what you can afford to pay, using the 3:1 CLV to CAC rule.
The decisions you walk away with: what a segment is genuinely worth, the most you can pay to acquire it, and whether your media budget is buying cheap customers or valuable ones.
How it's different
Most CLV tools hand you a score. This one hands you the acquisition decision.
Move the levers on a modelled customer and watch risk-adjusted CLV, and the CAC you can afford, move with it.
It runs on the standard, defensible methods: BG/NBD and Gamma-Gamma for card and payment behaviour, survival models for deposits and lending. And it closes the loop to media: same budget, cheapest conversions versus best CLV to CAC.
In your hands
What you get.
- Risk-adjusted CLV, liveMove balances, spreads, retention and credit-risk band. Watch lifetime profit recompute over your chosen horizon and discount rate.
- What you can afford to payThe CAC ceiling from CLV and the 3:1 benchmark. Acquisition targets set by customer value, not by whatever the platform charges.
- Same budget, two waysA side-by-side of chasing the cheapest conversions versus the best CLV to CAC.
- The method and the dataThe models explained in plain English, with the data a live version needs.
And the rest
One self-contained file. No login. Works in any browser, exports any chart or table to CSV or image. A walkthrough of the findings and a refreshed build when new data lands, all included.
- No login, no seat to learn
- Exports to CSV or image
- Walkthrough of the findings included
- Refreshed build when new data lands
Same budget, two ways
The tool shows an acquisition budget spent chasing the cheapest conversions, and the same budget spent chasing the best CLV to CAC ratio. Fewer customers, more lifetime value, from the same money.
That is the case for buying value over volume, in a form a finance team can check.
Alternatives
What it beats.
Predictive CLV platforms
They score every customer inside a platform you integrate and subscribe to. The number lands in a profile; the decision is still yours.
Spreadsheet LTV
Crude: not risk-adjusted, blind to churn and credit risk.
Consultancy models
A bespoke study, delivered slowly, handed back as a deck.
Not sure if this is the one?
Eight quick questions. Within 24 hours we'll come back with the solutions worth considering and the approximate budget.