See Your Agency's MRR, ARR, Churn, and Margin in One Place
ARR / MRR / Churn & Margin Dashboard is part of HubWho. Most agencies can tell you what they invoiced last month, but not their MRR, their real margin per client, or how many accounts quietly slipped away this quarter — because those numbers live in QuickBooks and a spreadsheet that never agree. HubWho is built so the recurring billing you already run becomes a live revenue dashboard: monthly and annual recurring revenue from your active subscriptions, churn from clients who left, per-client margin from what you bill versus your own cost, and the operational KPIs that signal an account is in trouble. HubWho is pre-launch — a billing and client-operations platform being built with a small founding cohort of agencies through early access — so this describes the dashboard the founding cohort is shaping, written in the present tense to explain the design rather than to claim a finished, generally available product.
The problem: you run recurring revenue you can't actually see
An agency that bills recurring clients is running a subscription business, but most don't have a single subscription metric in front of them. You know roughly what came in last month because you can see the bank deposits, but MRR, ARR, and your true churn rate aren't anywhere — they're implied by a pile of invoices nobody has rolled up. So the questions that should be reflexive for a recurring business ('are we growing, flat, or shrinking, and by how much?') get answered by gut feel.
The reason is that the numbers are scattered. Revenue lives in your payment processor, costs live in QuickBooks or a spreadsheet, and the relationship between the two — your margin — only gets computed at tax time, if ever. A client whose retainer barely covers your cost looks identical to your best account until someone sits down and does the subtraction by hand. By then the underpriced relationship has been running at a loss for months.
Churn is the same blind spot. When a client cancels, the subscription just stops; there's rarely a report that says 'you lost three accounts and $X of MRR this quarter, and here are the ones showing the same warning signs right now.' Without that, you find out an account is leaving when it's already gone, instead of while there's still time to make a call.
- MRR and ARR are implied by a pile of invoices, never rolled up into a number you can watch month to month
- Revenue lives in your processor and costs live in QuickBooks, so real margin only gets computed at quarter- or year-end
- An underpriced client looks identical to a profitable one until someone does the math by hand
- Churn shows up as a subscription that silently stopped, not a metric with a dollar figure attached
- No early-warning view of which active accounts are trending toward cancellation
- Every recurring-revenue question becomes a spreadsheet project instead of a glance at a dashboard
How the dashboard is designed to work
Because HubWho is the system that runs your recurring billing, the dashboard is built from your own data instead of something you assemble. MRR is computed from your active subscriptions — each subscription's unit price times quantity, with yearly plans normalized to a monthly figure — and rolled into a twelve-month MRR trend plus an ARR view, so you can see the line moving rather than guessing at it. A forward forecast is designed to project where current recurring revenue lands over the next months under your current churn, deliberately assuming no new sales so it shows the floor your book supports, not a growth fantasy.
Churn is measured against your real client base — a cohort view compares how many clients were active a year ago with how many of those are still active, and an expansion-revenue breakdown splits MRR change into new, expansion, and churned so it's clear whether growth is coming from new logos or from existing clients. Alongside the aggregate rate, a per-client risk score reads hard billing signals — overdue balances, failed payments in the last 90 days, and accounts that have gone quiet — and ranks the active clients most likely to leave, each with the plain reasons why. This scoring is deterministic arithmetic over your billing data, not a guess, so the same inputs always produce the same answer.
Margin is the column most tools leave out. HubWho records a wholesale-cost field on each invoice line item — your own cost, never shown to the client — next to the price you bill, and computes margin server-side from those line items. The dashboard surfaces average margin for the period, a twelve-month revenue-versus-cost view, and a ranking of your top-margin clients, so the relationships quietly running thin are obvious at a glance. Margin is computed on demand when you open the view, reflecting your live billing data rather than a number that went stale weeks ago.
- MRR computed from active subscriptions — unit price times quantity, yearly plans normalized to monthly — as a 12-month trend plus ARR
- Forward MRR forecast that projects the floor current recurring revenue supports under your churn, assuming no new sales
- Churn as a real metric — a year-over-year cohort retention view plus a new / expansion / churned breakdown of MRR change
- Per-client churn-risk scoring from overdue balances, failed payments, and gone-quiet accounts — ranked worst-first with reasons
- Average margin, a 12-month revenue-vs-cost view, and top-margin clients, all from the wholesale cost you enter per line item
- AR aging and payment-performance panels so cash-flow risk shows up next to the revenue picture
- Computed server-side from your own billing data and read on demand, so what you see reflects live invoicing, not a stale export
What's included
The revenue dashboard isn't a separate analytics product you have to configure — it reads the billing, subscriptions, and per-client margin you're already running inside HubWho, so the recurring-revenue picture builds itself as you invoice. There's nothing to import from a warehouse and no model to maintain; the same active subscriptions, invoices, and line-item costs that drive your billing are what the MRR, ARR, churn, and margin views are computed from.
Operational KPIs sit alongside the financial ones. Beyond the native billing signals, HubWho is built to pull reporting and account-health signals from the tools agencies already use — connections to GoHighLevel, HubSpot, BirdEye, and Yext — so the dashboard can reflect how an account is doing operationally, not just whether its invoices are paid. As a pre-launch platform, the dashboard is the one the founding cohort is actively shaping through early access, so the exact panels and connectors are still being refined with the agencies using it.
- A 12-month MRR trend and ARR view computed from your active subscriptions, no separate setup
- A forward MRR forecast that holds new sales flat to show the floor your current book supports
- Year-over-year cohort retention plus a new / expansion / churned breakdown of where MRR change comes from
- Deterministic per-client churn-risk scoring from overdue balances, failed payments, and gone-quiet accounts
- Average margin, a 12-month revenue-vs-cost view, and top-margin clients from the wholesale cost you enter per line item
- AR aging and payment-performance panels so cash-flow risk lives next to the revenue picture
- Operational KPI signals that can connect to GoHighLevel, HubSpot, BirdEye, and Yext
Frequently asked questions
Where do the MRR and ARR numbers come from?
From your active subscriptions inside HubWho. Each subscription's unit price times quantity is summed, yearly plans are normalized to a monthly figure, and the result is rolled into a 12-month MRR trend and an ARR view. Because it reads your own billing data, there's nothing to import or reconcile — the numbers track whatever you're actually invoicing.
How is per-client margin calculated, and is it always up to date?
HubWho records a wholesale-cost field on each invoice line item — your own cost, never shown to the client — next to the price you bill, and computes margin server-side from those line items. Margin is computed on demand when you open the view, so it reflects your live billing data at that moment rather than a figure cached overnight. HubWho is pre-launch and in early access, so these views are being refined with the founding cohort.
How does the churn-risk score decide which clients are at risk?
It's deterministic arithmetic over your billing data, not a guess — the same inputs always produce the same score. It reads hard signals like overdue balances, failed payments in the last 90 days, and accounts that have gone quiet, then ranks your active clients worst-first with the plain reasons for each. Operational health signals can also pull from connected tools like GoHighLevel, HubSpot, BirdEye, and Yext.