How does this AI agency valuation calculator work?

It values your voice agency the way a buyer actually would: as a multiple of annual recurring revenue, adjusted for the quality of that revenue. You enter monthly recurring revenue, gross margin, monthly client churn, active client count, and how long you have been operating. The tool annualizes your MRR, then starts from a conservative baseline multiple and moves it up or down based on how your margin and churn compare to agency benchmarks, before applying a discount for a short track record or a concentrated client book. The result is a valuation range rather than a single number, because real offers arrive as ranges. Nothing is stored, every field has a sensible default, and your inputs are encoded in the URL so you can send the link to a partner or an advisor and they see exactly the same numbers.

What multiple do AI voice agencies actually sell for?

Small recurring-revenue service businesses typically change hands somewhere between 0.5x and 3x annual recurring revenue, and where you land inside that band is decided almost entirely by revenue quality rather than revenue size. An agency doing $15,000 a month on annual-ish retainers with 80% gross margin and 2% monthly churn will command a materially higher multiple than one doing the same revenue on month-to-month deals at 45% margin and 8% churn. Buyers are pricing durability. They want to know how much of your book is still there in twelve months and how much of each dollar survives delivery costs. This calculator defaults to a 1.2x baseline and moves from there, which is deliberately conservative. Treat the output as a defensible starting range, not a quote.

Why does churn matter more than revenue in the valuation?

Because churn decides how much of what you built still exists a year from now. At 2% monthly churn roughly 78% of your clients are still with you in twelve months, and the average client stays about fifty months. At 8% monthly churn that annual retention falls to around 37% and average client life drops to twelve and a half months, which means you are largely rebuilding the same book every year just to stand still. A buyer is not purchasing this month's revenue, they are purchasing the cash flows that follow the sale, so high churn compresses the multiple sharply. That is why churn carries the heaviest weight in this model, and why cutting it in half is usually the single largest valuation move available to a sub-$1M agency.

How do I raise my agency's gross margin?

Gross margin in a voice agency is what survives after the platform fees, the voice minutes, and the human delivery time behind each client. Most operators lose margin in three places: paying for a stack of five to seven tools per client, absorbing unpredictable per-minute overage, and spending developer hours gluing the stack together every month. Collapsing the stack is usually the fastest fix, because a single platform with included minutes and predictable overage removes both the tool sprawl and most of the maintenance labor. On Hermes that means one plan, $149 a month for Starter with 300 included minutes, $399 for Business with 1,000, or $699 for Agency with 2,000, plus $0.24 for any overage minute, with CRM, campaigns, billing, and the white-label portal already inside the plan.

Why does client concentration lower the number?

A book of three clients is one email away from a 33% revenue haircut, and buyers price that risk explicitly. If a single client represents a large share of your MRR, the acquirer is not really buying an agency, they are buying one relationship plus some infrastructure, and they will discount accordingly or push the payment into an earnout tied to that client staying. This model applies a concentration discount below ten active clients that tapers off as the book widens, which is why adding clients sometimes lifts the estimate more than adding revenue to existing ones. If you are preparing to sell in the next year, spreading revenue across more logos is usually a cheaper valuation lever than chasing a bigger headline MRR number.

How do I actually improve these numbers before a sale?

Work the levers the calculator ranks for you, in order, and give yourself two to four quarters. Churn responds to onboarding quality and to proving call outcomes to the client every month, so reporting that shows booked appointments and recovered calls tends to move it fastest. Margin responds to stack consolidation and to pricing overage instead of eating it. Concentration responds to deliberately adding smaller logos rather than one more large one. Hermes is the operating layer underneath all three: deploy and manage agents under your own brand with CRM, campaign orchestration, and transparent billing in one place, first agent typically live in 72 hours. Book a 20-minute walkthrough and we will take the exact MRR, margin, and churn you entered here and map where the number moves.

free tool

What is your voice agency actually worth?

Buyers price durability, not headline revenue. Enter your MRR, gross margin, churn, and client count to see a defensible valuation range, plus the two levers that move the number most.

/ monthly recurring revenue (USD)Recurring retainers only. Leave out one-off setup fees and project work./ gross margin (%)Revenue left after platform, minutes, and delivery cost. Not net profit./ monthly client churn (%)Share of clients you lose in an average month. The single heaviest lever here./ number of active clientsFewer than 10 and a buyer prices in concentration risk./ months operatingHow long the agency has been billing. Track record carries real weight.

/ estimated valuation

$111,821 to $167,731

0.97x ARR, churn and margin adjusted

ARR

$144,000

Annual gross profit

$103,680

Avg client lifetime

25 mo

Annual retention

61.3%

The two levers that move it most

Cut monthly churn in half to 2.0% churn +$53,760
Add 10 points of gross margin to 82% margin +$26,880

At half your current churn the multiple would be 1.34x instead of 0.97x.

Book a 20-min walkthrough to cut this number the right way, by fixing the churn and margin underneath it. Want the full breakdown for your agency? Book 20 min and bring these inputs.

Book a 20-min walkthrough

how it works

Revenue gets you in the room. Retention sets the price.

Most operators value their agency by multiplying revenue and stopping there. Buyers do not. They start from annual recurring revenue, then ask a single question in three different ways: how much of this is still here in twelve months? Every adjustment in this model is a version of that question. Gross margin asks how much of each dollar survives delivery. Churn asks how much of the book survives the year. Client count asks whether one lost relationship takes a third of the revenue with it. Months operating asks whether the pattern has been observed long enough to trust.

Churn carries the most weight because the math compounds against you. At 2% monthly churn about 78% of your clients are still there a year later and the average client stays roughly fifty months. At 8% that retention drops to around 37% and average client life falls to twelve and a half months, so you are rebuilding the same book annually just to hold flat. That is why cutting churn in half is usually a bigger valuation move than adding revenue, and why the calculator ranks your levers by dollars gained rather than by effort.

Margin is the lever most operators can move fastest, because it is usually being lost to the stack rather than to the work. Paying for five to seven tools per client, absorbing unpredictable per-minute overage, and burning developer hours on integration maintenance quietly takes points off every retainer. Hermes is the operating platform underneath the agency: CRM, campaign orchestration, client billing, and the white-label portal in one plan, from $149 a month with 300 included minutes, $399 for 1,000, or $699 for 2,000, plus $0.24 per overage minute. Your clients never see the word Hermes. Enter your real numbers above and see where the range lands.

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What is your voice agency actually worth?

Revenue gets you in the room. Retention sets the price.

Common questions.

Run your agency on Hermes.

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