How do you calculate customer lifetime value?

A simple formula is average revenue per customer times gross margin, divided by churn rate. If churn moves between cohorts, use cohort LTV, and use predictive LTV for repeat buyers with uneven baskets.

How do you increase customer lifetime value?

Keep customers longer, get them to buy more often, and raise order value without cutting margin. The fastest way is to treat each value tier differently, with its own journey, offer and site experience.

What is a good LTV to CAC ratio?

A common target is 3 to 1, meaning each customer brings in three times what it cost to win them. Below 1 to 1, you lose money on every customer you add.

How is LTV different from RFM?

RFM is a current score based on how recently, how often and how much someone buys. LTV looks ahead to where the customer is heading. Most teams need both: RFM for who to act on now, LTV for who is worth the spend.

How is Intempt different from Lifetimely or Klaviyo?

Lifetimely tells you the LTV number, and Klaviyo is great at sending email. Intempt scores the customer, builds the tier and starts the journey or site change from the same profile, so measuring and acting live together.

Do I need a data scientist for LTV scoring?

No. LTV and churn scores come from your tracked events as a standing skill. You set the tier thresholds, and the journey runs the moment a customer crosses one.

Does this work for SaaS or only ecommerce?

Both. RFM and LTV scoring work for recurring revenue and one-time purchases, and the scoring adapts to your model during setup.

Customer LTV for growth teams

Increase lifetime value one tier at a time.

Every customer is scored on churn, expansion and AOV, and the right journey starts the moment they cross into a new tier.

Start for free

Live tiers
Tier journeys
Revenue tracked

track('Order Completed')Data Analyst agent· tiering live

Maya Chenusr_48213 · 14 ordersLoyalChampions

LTV scores on the profile

Predicted LTV: $2,840
Churn risk: 6%
Expansion: High
AOV: $214

Tier changed on this order2s ago

Journey

VIP early access

Started

Your site

VIP homepage

Live

7
years profitable,and counting
rating on G2: 4.5
events processed: 10B
user profiles: 500M
enterprise customers: 50

StockInvest
“Acquisition and retention finally feel like one connected motion instead of two separate problems.”
Jim StrombergCEO, StockInvest
FieldsUSA
“We finally have one system that sees the whole customer journey.”
Eric GardnerCOO, FieldsUSA
Hoperfy
“With Intempt, we built a signal-led pipeline driven by real behaviors.”
Tadas KertenisCo-founder, Hoperfy

Your VIPs shouldn’t get the same discount.

Today LTV lives in a dashboard, so your best buyers get the same discount blast as everyone and your margin pays for it.

Start for free

A customer just moved into the Champions tier

Starting tier journeys…

Lifecycle Marketer agent

Starting each tier’s journey the moment a customer moves.

Tier changes today318
Journeys started302
Suppressed from blasts5,980

Tier changeVIP early access

Maya Chen14th order · $214

LoyalChampions

View journeyStarted · invite sent

Tier changes · todayLive

All tiers

Maya ChenOrder Completed · 14th order, $214LoyalChampionsVIP early access

Arjun PatelOrder Completed · 3rd this quarterNewLoyalComplete your kit

Lina OrtizWent quiet · no order in 64 daysLoyalAt-RiskWe saved your size

Tom BeckerFirst order · $86NewWelcome series

Sofia RossiWent quiet · no order in 140 daysAt-RiskHibernatingWin-back

Jonah ReyesProduct Viewed · Trail Runner 2LoyalstaysNo change

Priya NairScoring

Three jobs

Three ways to raise lifetime value.

Catch at-risk buyers before they leave, treat your best customers like VIPs, and run every campaign across your channels.

01 · At-risk

Win back buyers before they drift away

Recency, frequency and value re-score on live behavior, so you always see who is slipping from Loyal to At-Risk in time.

Tiers re-score with every new purchase.
You set the thresholds for every tier you run.
A tier change starts that tier’s journey.
It works for SaaS and ecommerce alike.

app.intempt.com/attributes/rfm-tiers

RFM tiersAI attributeRe-scores on every purchaseEdit thresholds

Share of customers · 4 tiers48,210 tiered

TierRuleCustomersShare

ChampionsR ≥ 4F ≥ 4M ≥ 45,98012.4%

LoyalR ≥ 3F ≥ 314,63030.3%

At-RiskR ≤ 2F ≥ 39,87020.5%

HibernatingR ≤ 2F ≤ 217,73036.8%

Tier change · 318 todayLina Ortiz LoyalAt-RiskWe saved your sizeStarted

What changes

Six things you stop doing in spreadsheets.

Tiers live on every profileLive
- Champions5,980
- Loyal14,630
- At-Risk9,870
- Hibernating17,730
0CSV exportsNot needed
Exporting LTV to a spreadsheet
Tiers stay live on every profile, so no one exports a list, sorts it by value and uploads it to another tool.
Monthly list loyal_aug.csv31 days old
Arjun Patel3rd order this quarterLTV $1,120
NewLoyalF2 → F3
Updated 2s agoNo rebuild
Rebuilding lists every month
Customers move between tiers on their own as they buy, so your segments are never a month out of date again.
Basket · Jonah Reyes20% off
Trail Runner 2
In cart$148
Merino Base Layer
Pick+$68
AOV $148$186with picks26%
Discounting your best buyers
Product picks raise the basket instead of blanket discounts, which can cost more margin than the order gains.
Data Analyst agentStanding skill · always on
Predictive LTV2s agoRunning
Churn risk6s agoRunning
0models to buildBuilt in
Hiring a data scientist
Predictive LTV and churn risk run as a standing skill, so there’s no model to build and no data scientist to hire.
LTV by month pickedApr to Sep
AprMayJunJulAugSep
Simple LTV ±42%Predictive LTV ±2%
Using the wrong LTV formula
Cohort and predictive LTV handle uneven churn, so your number stops swinging with whichever month you pick.
LTV dashboard $149/moDropped
Score
$2,840
Segment
Champions
Journey
Started
Maya Chenusr_48213One profile
Paying for a separate LTV tool
Scoring, segments and journeys share one profile, so you drop the LTV dashboard that only tells you the number.

The difference

Your LTV score finally does something.

Before and After
Before	After
Your LTV tool tells you the number, then leaves the next step to you.	A tier change starts the journey, the offer and the site change itself.
Your email tool knows purchases, but not product use or site visits.	Scores use purchases, product use and site visits on one profile.
You judge campaigns by lead count, not by the buyers they bring in.	You see which campaigns fill your Champions tier, not just your list.
Your at-risk list is a month old by the time anyone sends it an email.	A buyer who slips to At-Risk gets a save journey on the very same day.
One big send lands in spam and hurts every campaign that comes after.	Cross-channel suppression keeps your sends lean and your sender safe.

The offer

What acting on LTV costs the old way.

This is what a typical team pays when the LTV tool, the email platform and the analyst who joins them are bought apart.

The old way

$15,588/yr

10,000 profiles and 3,000 orders a month.

Intempt

$24

per seat a month

LTV analytics tool¹$149/mo
Email platform²$150/mo
Analyst to run tiers³$1,000/mo

The old way

$24 · per seat

Intempt

Built in

Live tiers

The LTV tool you were about to buy

RFM tiers that you define.
A journey for every tier.
A VIP version of your site.
Suppression across channels.

Runs on its own

The retention marketer you were about to hire

Lifecycle Marketer agent
Runs each tier’s journey.
Data Analyst agent
Keeps LTV scores fresh.
Journeys
Start when tiers change.
Recommend
Lifts AOV with picks.

1Lifetimely pricing (Saras Analytics, Eightx, 2026). The M plan covers up to 3,000 orders a month for $149.
2Klaviyo pricing (EmailToolTester, Omnisend, 2026). The Email plan is about $150 a month at 10,000 profiles, before SMS.
3Fiverr, Careery, Upwork. Freelance analyst retainers run $300-1,500 a month; this uses $1,000.

Control

Your best customers never get a mass blast.

You set the tiers and the guardrails once, and every journey, offer and send follows them, so your best buyers stay protected.

tiers: 4 you define
guardrails: written once
VIPs: out of blasts
profile: one

You define every tier
Set the thresholds for each tier to match how your business works, and change them whenever your model does.
Guardrails written once
Write the rules for offers and sends one time, and every journey on every channel respects them from then on.
VIPs stay out of blasts
Suppression rules keep your best customers out of mass sends, so they only get the messages that are meant for them.
One profile behind it all
Scores, segments and sends all read the same profile, so every channel knows a customer’s tier at the same moment.

Integrations

Wired into the tools your team already uses.

Connect your store, site and app, then send each tier’s journey by email, SMS, push and on your site from one profile.

See all integrations

JavaScript
Apache Kafka
Slack
Stripe
Amazon S3
Twilio
Gmail
iOS
SendGrid
Webhooks
Node.js
Google Calendar

Go deeper

Two more ways to grow each customer.

One page catches churn weeks before the cancel click, and the other scores who will buy next and what they’ll buy.

Lina OrtizKestrel Studio · up from 22% in 3 weeksChurn risk rising
Churn risk74%
Risk passed 60%
Save journeyLina Ortiz · High riskStarted 2s ago
EmailNeed a hand with your boards?Wait2 daysIn-appTimeline guide
Job 01
Customer Retention
Score churn risk from live product behavior weeks before the cancel click, then start the save journey the moment it rises.
See how retention works
Order CompletedMaya Chen · usr_48213$21414th order
Updated on this event
AI attributesNo model to build
RFM
R5 F5 M4Champions
Purchase likelihood
82%Very High
Next best product
Rain Shell Jacket$189
Job 02
Audience AI
Score every customer with RFM, likelihood and next best product that update live, with no model for your team to build.
See how Audience AI scores

The products underneath

Each one reads the same customer profile

Frequently asked questions

Straight answers about customer lifetime value, how to increase it, the formulas behind it and how Intempt acts on it.

Customer lifetime value, or LTV, is the total gross profit you expect from a customer over the whole relationship. It tells you how much you can afford to spend to win a customer like them.

Ready when you are

Spend where the valueactually is.

Set your tiers once, and every customer gets the journey, offer and site experience that fits the value they bring.

Connect your AI to your customer data

$ claude mcp add intempt -- npx -y @intempt-technologies/mcp

Increase lifetime value one tier at a time.

Your VIPs shouldn’t get the same discount.

Three ways to raise lifetime value.

Win back buyers before they drift away

Six things you stop doing in spreadsheets.

Exporting LTV to a spreadsheet

Rebuilding lists every month

Discounting your best buyers

Hiring a data scientist

Using the wrong LTV formula

Paying for a separate LTV tool