Dashboard Executive
⌘K
Filters
Date Range
Membership Tier
Monthly8,420
Annual3,108
Serhant Agents853
PRO228
Starter / Freemium2,118
Region
Northeast (NY, MA, CT)5,210
Southeast (FL, GA, NC)3,840
West (CA, WA, NV)3,120
Midwest (IL, OH, MI)1,870
Texas (TX)787

Executive overview

Consolidated metrics across all business functions · Updated 2 min ago

Total Members
14,827
6.4% vs. last quarter
Monthly Recurring Revenue
$1.42M
4.1% vs. last month
Net Revenue Retention
108%
2.1pts 12-mo trailing
Voluntary Churn (Monthly)
3.1%
0.4pts Trending up
Cohort retention matrix
Members retained by month-of-join · last 6 cohorts
Healthy
Cohort
M0
M1
M2
M3
M4
M5
M6
M7
Apr 2025
100
82
74
71
68
66
64
62
May 2025
100
85
76
72
69
67
65
—
Jun 2025
100
88
80
75
71
68
—
—
Jul 2025
100
87
79
73
70
—
—
—
Aug 2025
100
89
81
76
—
—
—
—
Sep 2025
100
91
83
—
—
—
—
—
Tier breakdown
Active subscribers
12.4K
Active
Monthly8,420
Annual3,108
Serhant agents853
PRO228
Renewal Rate
87.4%
1.8pts 90-day rolling
PRO Clients (Active)
228
+14 vs. Q3 2025
At-Risk Members
441
Action needed 14-day: 162
PRO Sales Pipeline
Q4 to date · Source: HubSpot
On pace
01
Applications received
412
100%
02
Discovery scheduled
186
↓ 54.9%
03
Discovery completed
142
↓ 23.7%
04
Strategy scheduled (SQL)
98
↓ 31.0%
05
Strategy completed
76
↓ 22.4%
06
Offers extended
58
↓ 23.7%
07
Closed won
34
▲ 58.6%
Sales performance
Trailing 90 days
Win rate 34.7%
Avg sales cycle 21 days
Open deal value $684K
Avg agreement 12 months
Avg touches / deal 7.4

Finance

Revenue health, retention, and at-risk capital · Source: Stripe

Product
Membership$2.61M
PRO Coaching$1.30M
Brand Strategy$295K
Billing Plan
Monthly
Annual
Quarterly
Payment Status
Successful91.0%
Failed5.4%
Paused3.6%
Refunded3.5%
MRR
$1.42M
▲ 4.1%vs forecast +2.2%
Gross Revenue (Q4)
$4.21M
▲ 7.8%vs Q3
Net Revenue (Q4)
$4.06M
▲ 7.5%3.5% refund
Refunds (Q4)
$148K
3.5%of gross
Net Revenue Retention
108%
▲ 2.1pts12-mo trailing
Gross Revenue Retention
94.1%
▲ 0.8ptsCapped at 100%
Customer Lifetime Value
$2,840
▲ 6.2%Blended
Payment status breakdown
% of attempted billings
Successful
91.0%
Failed
5.4%
Paused
3.6%
Recovery rate
71.4%
Avg retry attempts
2.8
Revenue by product
Q4 contribution
Membership
$2.61M
PRO Coaching
$1.30M
Brand Strategy
$295K
PRO Pause $ Exposure
$84,250
Retention flag22 accounts
Unrecovered Failed Pmts
$31,420
141 transactions
ARPU / ARPPU
$96/$138
▲ +$3Paying users

Sales (PRO)

Pipeline integrity and deal velocity · Source: HubSpot

Deal Stage
Application412
Discovery186
Strategy (SQL)98
Offer58
Closed Won34
Closed Lost64
Deal Owner
Tom Reilly142
Sasha Mendez128
Olivia Park86
James Cooper56
Deal Type
All deals
New business21
Renewal13
Marketing Contact
All
Marketing contact293
Non-marketing119
Total deals
412
▲ Q4 inflowopen + closed
Closed won (Q4)
34
▲ +9vs Q3
Win rate
34.7%
▲ 1.4ptstrailing 90d
Avg cycle
21d
▲ +2dApp→Won
Deal funnel — Q4 2025
% retained at each stage gate
On pace
01
Applications received
412
100%
02
Discovery scheduled
186
↓ 54.9%
03
Discovery completed
142
↓ 23.7%
04
Strategy scheduled (SQL)
98
↓ 31.0%
05
Strategy completed
76
↓ 22.4%
06
Offers extended
58
↓ 23.7%
07
Closed won
34
▲ 58.6%
SQLs
98
@ Strategy Scheduled
Open deal value
$684K
186 open deals
Avg touches / contact
7.4
heaviest at Disc→Strat
Deal type mix
New vs renewal · count
New business
21
Existing (renewal)
13
Marketing contact split
Origination flag
Marketing contact
293
Non-marketing
119

Marketing

Channel attribution, broadcasts, and the upgrade ladder

Acquisition Channel
Organic search38.2%
Paid social24.0%
Referral18.0%
Direct12.0%
Email5.0%
Other2.8%
Attribution Model
First-touch
Last-touch
Multi-touch (weighted)
Linear
Time-decay
Campaign
Q4 Strategy Drop
PRO Application Open
Black Friday — Annual
Member Spotlight
Year-End Recap
MQLs (PRO)
412
▲ 18.4%vs Q3
CPL (blended)
$42
▼ -$6improving
CPA (PRO close)
$1,920
▲ +$140vs Q3
ROI (Q4)
4.6×
▲ +0.3attributed rev
First-touch channel attribution
% of new MQLs · Q4
Organic search
38.2%
Paid social
24.0%
Referral
18.0%
Direct
12.0%
Email
5.0%
Other
2.8%
MQL routing
From application form
Qualified PRO
186
→ Membership
131
Group (pending)
—
Unqualified
95
Upgrade ladder
Tier-to-tier conversion · 90-day
Starter → Member
24.1%
Member → PRO Lead
7.8%
Serhant Agent → PRO
14.2%
Top campaigns · Q4
Circle + HubSpot · combined
CampaignSourceSentOpen %Click %Unsub %Bounce %
Q4 Strategy DropCircle14,82042.1%7.8%0.4%0.6%
PRO Application OpenHubSpot12,46138.6%9.2%0.7%0.9%
Black Friday — AnnualHubSpot14,20951.4%11.8%0.9%0.7%
Member Spotlight SeriesCircle11,10836.2%5.4%0.3%0.5%
Year-End RecapHubSpot14,82044.8%8.1%0.5%0.6%

Coaching Operations

Capacity, sessions, and client satisfaction across PRO

Coach
Cayla M.28
Jordan T.24
Avery R.29
Morgan L.21
Sasha P.26
Reese K.22
Devon W.25
Quinn H.27
Capacity Status (RGY)
🟢 Healthy (<85%)5
🟡 Near-cap (85–94%)2
🔴 At-cap (≥95%)1
Coach Tenure
< 1 year2
1–3 years4
3+ years2
PRO clients
228
▲ +14active book
Coach utilization
82%
At target
Session fill rate
88.4%
▲ 1.6ptsQ4 to date
NPS (avg)
64
▲ +3across program
Coach roster
RGY indicator vs. capacity · current period
CoachClientsCapacityUtilizationRenewalNPSStatus
CM
Cayla M.
2830
93%
91%72Near-cap
JT
Jordan T.
2430
80%
86%68Healthy
AR
Avery R.
2930
97%
88%61At-cap
ML
Morgan L.
2130
70%
82%58Healthy
SP
Sasha P.
2630
87%
90%70Healthy
RK
Reese K.
2230
73%
84%63Healthy
DW
Devon W.
2530
83%
87%66Healthy
QH
Quinn H.
2730
90%
85%59Near-cap
Open Capacity vs Goal
26/ 60
Q4 gapneed +34
Avg Coach Tenure
2.4yr
range 0.6–4.8
Reassignment Rate
4.8%
11 of 228 · TTM
Session fulfillment
Q4 to date
Scheduled
1,842
Completed
1,628
Cancellations
147
No-shows
67
Client expansion
Upgrades into PRO · TTM
Member → PRO
38
Serhant → PRO
23

Customers

Unified 360° view across membership, payments, sales, coaching & engagement

Full page mode — Clicking a customer opens the full 360° profile page with all lenses visible at once.
Tier
PRO228
Annual3,108
Monthly8,420
Serhant Agent853
Subscription Status
Active12,381
Paused22
Cancelled512
Trial / Starter2,118
Health Score
Healthy (80+)11,946
Watch (50–79)2,440
At Risk (<50)441
Assigned Coach
Cayla M.
Jordan T.
Avery R.
Unassigned
Tenure
< 30 days612
1–12 months5,820
1–2 years3,120
2+ years2,829
MRR Range
$0 (paused/free)
$1 – $99
$100 – $499
$500 – $1,999
$2,000+
Showing: Period: Q4 2025 Status: Active Health: Watch + At Risk
Total customers
14,827
All tiers · live
Healthy
11,946
▲ 80.6%of book
Watch
2,440
14d signal
At risk
441
Action needed
All customers
Click any row to open the unified profile · Showing 8 of 14,827
Live
Customer Tier Status Tenure MRR CLV Health Last activity
ER
Emily Rodriguez
emily@halsteadnyc.com
 PRO Active 28 mo $1,420 $11,200 92 2h ago · Lesson completed
MC
Marcus Chen
m.chen@compassrealty.com
 Serhant Watch 14 mo $148 $3,240 64 9d ago · Last login
SK
Sarah Klein
sarah.klein@douglaselliman.com
 Annual Active 36 mo $112 $2,640 88 1d ago · RSVP'd live event
DT
David Thompson
dthompson@corcoran.com
 PRO At risk 22 mo $0 paused $8,940 32 31d ago · Subscription paused
JP
Jennifer Park
jpark@brownharris.com
 Monthly Active 8 mo $84 $1,940 78 5h ago · Course started
RL
Robert Liu
rliu@kw.com
 Serhant Active 19 mo $148 $3,120 84 3d ago · Posted in community
AW
Alexandra Winters
awinters@sothebys.com
 PRO Active 11 mo $1,420 $9,680 96 12m ago · Coaching session
MB
Michael Brennan
mbrennan@elliman.com
 Monthly Watch 3 mo $84 $840 48 16d ago · Last login

Content & Engagement

Activation, behavior, and content driving upgrades

Course
Foundations of Brand
Lead Conversion Lab
The PRO Method
Listing Mastery
Referral Engine
Activity Type
Lessons completed
Community posts
Live event RSVPs
Saves / bookmarks
DAU
3,142
▲ 7.1%daily active
WAU
8,094
▲ 5.2%weekly active
MAU
12,381
▲ 3.6%monthly active
Engagement Ratio
25.4%
▲ 0.8ptsDAU/MAU
First Login < 1 Day
76.4%
▲ 2.1ptsactivation
First Lesson Completion
58.2%
7-day window
Course Completion
38.4%
all cohorts
Top engaged courses
By activation lift after consumption
CourseCompletionsCompletion %Activation LiftUpgrades
Foundations of Brand2,10862.1%+18%42
Lead Conversion Lab1,62454.8%+24%61
The PRO Method98641.2%+31%28
Listing Mastery1,40248.9%+14%19
Referral Engine1,18952.4%+22%34
RSVP → Attendance
62.1%
live events · TTM
Unviewed > 30d
41.2%
Re-engage
Saves / Bookmarks
8,420
all-time

Trends · period comparison

Multi-metric overlay, biggest movers, what changed and where it concentrated

Granularity
Compare to
Comparison
Previous period
Same period last year
Same period 2 years ago
No comparison
● Current solid - - - Comparison dashed

Multi-metric overlay

Last 12 months vs Previous 12 months

Top gainers

Biggest positive moves vs comparison period · click a row to focus

Top decliners

Biggest negative moves vs comparison period · click a row to focus

What drove the MRR change

Walking from $1.21M to $1.42M — components of the +$210K change

Where the change concentrated

Net MRR change by tier × month — darker = bigger move

How to use this page: Pick a granularity, choose what to compare to, then toggle metrics on the chart. Hover over any point on the chart to see exact values. Click a row in the movers tables to focus that metric in the chart. The waterfall and heatmap update based on the metric selected. Anomalies are flagged when a single period deviates by more than 2 standard deviations from the trailing trend.

Formula reference

Calculation standards for every metric on this dashboard

01
Membership
Core, cohort & risk
Net Growth
Core
Net Growth = New Members − Cancellations
Period-level change, before reactivations.
Voluntary Churn Rate
Core
Voluntary Churn % = Voluntary Cancellations ÷ Members at Period Start × 100
Member-initiated cancellations only — excludes failed payments.
Involuntary Churn Rate
Core
Involuntary Churn % = (Failed Pmts + Expired Cards) ÷ Members at Period Start × 100
Recoverable churn — feeds the dunning workflow.
Renewal Rate
Core
Renewal % = Members Renewed ÷ Members Eligible to Renew × 100
Calculated against the cohort whose term ended in the period.
N-Month Retention
Cohort
Retention(N) = Members Active in Month N ÷ Cohort at M0 × 100
Cohort = members joining in the same month.
At-Risk Members
Risk
At-Risk = Members with no platform login in last X days (X = 14 or 30)
14d (early signal) · 30d (intervention trigger).
02
Finance
Revenue, unit economics & risk
Monthly Recurring Revenue
Revenue
MRR = Σ (Active Subscription Price × Billing Frequency Factor)
Annual plans normalized to monthly (÷12). Excludes one-time charges.
Net Revenue
Revenue
Net Revenue = Gross Revenue − Refunds − Chargebacks
Reported alongside Gross to expose refund pressure.
ARPU / ARPPU
Unit Econ
ARPU = Net Revenue ÷ Total Users ARPPU = Net Revenue ÷ Paying Users
ARPU includes freemium; ARPPU is paying-users-only.
Customer Lifetime Value
Unit Econ
CLV = ARPPU × Avg Tenure (months) × Gross Margin %
Reported per tier (PRO / Member / Serhant) and blended.
Net Revenue Retention
Retention
NRR % = (Start MRR + Expansion − Contraction − Churn) ÷ Start MRR × 100
Above 100% indicates expansion exceeds losses.
Gross Revenue Retention
Retention
GRR % = (Start MRR − Contraction − Churn) ÷ Start MRR × 100
Excludes expansion — pure retention. Capped at 100%.
PRO Pause $ Exposure
Risk
Pause Exposure $ = Σ (Paused Sub Value × Remaining Term Months)
Triggers retention process flag. Owner: Cayla.
Failed Payment Recovery
Risk
Recovery % = Recovered Failed Pmts $ ÷ Total Failed Pmts $ × 100
Measured at end-of-retry-cycle (typically 21 days).
03
Sales (PRO)
Pipeline, performance & qualification
Stage Drop-Off
Pipeline
Drop-Off % = (Stage N − Stage N+1) ÷ Stage N × 100
Calculated at each pipeline gate.
Win Rate
Performance
Win Rate % = Closed Won ÷ (Closed Won + Closed Lost) × 100
Based on closed deals only — open deals excluded.
Average Sales Cycle
Performance
Avg Cycle = Σ (Close Date − Application Date) ÷ Closed Won Count
Calendar days, App-received → Closed-Won.
Sales Qualified Lead
Qualification
SQL = Lead at "Strategy Scheduled" stage (after fit-confirmed Discovery)
Definitional — only crystallizes upon stage advancement.
Avg Touches per Contact
Activity
Avg Touches = Σ Activity Events (calls + emails + mtgs) ÷ Distinct Contacts
Reported overall and per-stage; visible at record level.
Avg Agreement Length
Deal Mix
Avg Agreement = Σ Term (months) ÷ Closed Won Count
Standard term: 12 months.
04
Marketing
Acquisition, efficiency & attribution
Marketing Qualified Lead
Acquisition
MQL = Application meeting threshold to book Discovery call
Threshold criteria stored in HubSpot lead-scoring model.
Cost per Lead
Efficiency
CPL = Marketing Spend ÷ MQLs Generated
Reported per channel and blended.
Cost per Acquisition
Efficiency
CPA = Marketing Spend ÷ Closed-Won Customers
Reported per product (Membership / PRO).
Return on Investment
Efficiency
ROI = (Attributed Revenue − Marketing Spend) ÷ Marketing Spend
Reported as multiple (e.g., 4.6×).
Upgrade Rate
Conversion
Upgrade % = Tier-N+1 Conversions ÷ Tier-N Eligible Base × 100
Tracked across Starter→Member, Member→PRO, Serhant→PRO.
Multi-Touch Attribution
Attribution
Channel Credit = Σ (Touch Weight × Position Factor) per attributed deal
Weighted contribution model — first/last touch reported separately.
Email Engagement Rates
Email
Open / Click / Unsub % = Event Count ÷ Successful Deliveries × 100
Bounce rate uses Sent (not Delivered) as denominator.
05
Coaching Operations
Capacity, sessions, quality & expansion
Coach Utilization
Capacity
Utilization % = Active Clients per Coach ÷ Coach Capacity × 100
RGY: Green <85% · Amber 85–94% · Red ≥95%.
Session Fill Rate
Sessions
Fill Rate % = Sessions Completed ÷ Sessions Scheduled × 100
Cancellations + no-shows reduce the numerator.
Net Promoter Score
Quality
NPS = % Promoters (9–10) − % Detractors (0–6)
Reported per coach and program-level.
Renewal Rate by Coach
Quality
Coach Renewal % = Clients Renewed ÷ Eligible (per coach) × 100
Diagnostic for coach-specific retention performance.
Reassignment Rate
Movement
Reassignment % = Clients Transferred ÷ Total Active Clients × 100
Trailing 12 months unless otherwise stated.
Expansion Revenue
Expansion
Expansion $ = Σ (Tier-Upgrade Revenue Δ) over period
Member→PRO and Serhant→PRO reported separately.
06
Content & Engagement
Usage, activation & behavior
DAU / WAU / MAU
Usage
DAU = Distinct users with ≥1 activity event in calendar day WAU = ... in 7 rolling days MAU = ... in 30 rolling days
Activity event = login, lesson view, post, comment, RSVP.
Engagement Ratio
Usage
Engagement Ratio = DAU ÷ MAU × 100
Stickiness proxy — higher = more habitual usage.
First Login < 1 Day
Activation
First-Login % = New Members Logging In ≤24h ÷ Total New × 100
Leading indicator for 90-day retention.
Activation Lift
Activation
Activation Lift % = Active Days/Mo (post-content) − Active Days/Mo (pre-content)
Per course; isolates content's behavioral impact.
Course Completion Rate
Behavior
Completion % = Members Finishing All Lessons ÷ Members Started × 100
Attrition reported per drop-off lesson.
RSVP → Attendance
Behavior
Attendance % = Attendees ÷ RSVPs × 100
Live virtual events / workshops.
Content-Driven Upgrade
Behavior
Upgrade Attribution = Last Course Consumed within 14 days pre-upgrade
Identifies content with highest tier-conversion impact.
Unviewed After X Days
Behavior
Unviewed % = Members With Zero Views ÷ Total Eligible × 100 (X=30 default)
Triggers re-engagement workflows.
ER
Emily Rodriguez
⭐ PRO Tier · Healthy · Health 92 · 28mo tenure
MRR
$1,420
CLV
$11.2K
NPS
9
Renewal
Sep '26

Identity

Email
emily@halsteadnyc.com
Phone
+1 (212) 555-0142
Location
NYC, NY
Brokerage
Halstead NYC
Joined
Sep 2023
Lifecycle
Tenured PRO · Champion

Risk Signals

All signals healthy
Score 92

Upgrade Path

Starter Member PRO ✓

Last 30 days

Today · 2:14 PM
Completed lesson Circle
"Closing Techniques 4.2"
Yesterday · 10:30 AM
Coaching session Fathom
47 min · Sentiment positive
3 days ago
Posted in #wins Circle
Closed first $5M listing
5 days ago
NPS submitted: 9 Survey
8 days ago
Payment $1,420 Stripe

Subscription

Plan
PRO Annual · $17,040/yr
MRR
$1,420
Total paid
$31,820 lifetime
CLV projected
$11,200
Auto-renew
Enabled

Payment health

Last payment
8 days ago · success
Failed pmts
0 all-time
Refunds
$0
Pause history
Never paused

Program

Coach
Cayla M.
Since
Mar 2024
Reassignments
0
Sessions
24 / 26 · 92% fill
No-shows
0
Latest NPS
9 · Promoter
Sentiment
Positive (last 5)
Renewal likelihood
High (coach-rated)
Next session
Tue, May 7 · 11:00 AM

Behavior

Active days/mo
18 / 30
Last login
2h ago
Courses started
7 · 5 completed
Lessons
82 completed
Posts / replies
14 / 67
RSVP attendance
11 / 12 (92%)
Saves
28
Upgrade trigger
"The PRO Method"