Measurement
What LTV:CAC ratio is healthy in financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What LTV:CAC ratio is healthy in financial services?
3:1 is viable, 4:1 is healthy, 6:1+ means you are under-investing in growth. Mass-affluent advisers typically hit 6-10:1; HNW firms 8-20:1.
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Ranges
- Under 3:1: unsustainable, fix CAC or LTV
- 3-4:1: viable, modest growth
- 4-6:1: healthy
- 6-10:1: under-investing
- 10:1+: accelerate spend
Watch-outs
LTV based on churn assumptions - stress test with 1.5x industry churn before committing to aggressive CAC.
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