Reseller ROI calculator
Model a full white-label book end to end - pipeline, conversion, churn and margin - to see where your active clients, monthly profit and cumulative return actually settle.
Model a reselling book end to end - pipeline, conversion, churn and margin - over your chosen horizon. All figures are your own.
You add about 2.0 clients a month and lose 5% of the book monthly, settling near 18 active clients - roughly $25,280 gross profit per month at the horizon. Churn is the lever most resellers underestimate: halving it materially raises the steady-state book.
Simple add-and-churn projection; ignores ramp time and seasonality. Source for the 45-65% margin context: Nico Digital internal benchmark synthesis, June 2026.
Defaults model a small but growing book over 12 months. Change any number — outputs recalculate instantly.
Each month the book gains (leads × close rate) clients and loses (churn × active book). Gross profit = active clients × (retainer - wholesale cost).
The book stabilises where additions equal churn losses - which is why the churn rate, not the add rate, usually sets the ceiling on a reselling business.
How the calculator works
- 1Enter your monthly qualified leads and close rate; their product is how many clients you add each month.
- 2Enter the average retail retainer and your wholesale cost as a percentage of it - that sets gross margin per client.
- 3Enter your monthly churn and the horizon in months you want to project.
- 4The model simulates the book month by month, adding new clients and removing churned ones, and reports active clients, margin per client, cumulative gross profit and the annual run-rate at the horizon.
- 5It is an add-and-churn projection without ramp time or seasonality; the 45-65% margin context is Nico Digital internal benchmark synthesis, June 2026.
Directional model, not a forecast. Margin context from the White-Label SEO Pricing Benchmark 2026.
Reseller ROI FAQ
It projects a full reselling book over time, not a single client. You enter how many qualified leads you generate monthly, your close rate, the average retainer, your wholesale cost as a share of that retainer, your monthly churn, and a horizon in months. It then simulates the book month by month - adding new clients and losing churned ones - to show where active client count, monthly gross profit and cumulative profit settle.
Because a reselling book is a leaky bucket: you are pouring new clients in while losing a percentage every month. At a steady add rate, the book stabilises where additions equal churn-driven losses, so the churn rate sets the ceiling on book size more than the add rate does. Halving churn often raises the steady-state book and profit far more than adding a couple of leads per month. The calculator makes that trade-off visible.
It varies by service line and client quality, but sticky retainer services like managed SEO and social typically see low single-digit monthly logo churn when delivery is good, rising sharply when it is not. Project-based or thin-value engagements churn faster. The calculator lets you test your own number; if you do not have one, model a few scenarios between 3 and 8 per cent monthly and see how sensitive your steady-state book is.
Gross margin per client is the retainer minus the wholesale cost (entered as a percentage of the retainer). The model multiplies that by the active client count each month and sums it across the horizon for cumulative gross profit, and reports the annual run-rate implied by the final month's active book. It is gross profit before your own sales and overhead costs - those vary too much between agencies to assume.
It is a deliberately simple add-and-churn model: a constant monthly add rate (leads times close rate), a constant churn rate applied to the active book, and no ramp time, seasonality or expansion revenue. Real books ramp more slowly at first and grow per-client value over time, so treat the output as a directional shape, not a forecast. The margin context (45-65%) is Nico Digital internal benchmark synthesis, June 2026.
Yes. No email is required, and the methodology is on this page so the tool is citable. If you want wholesale rates for your service mix to use as the cost input, apply to the partner program and we send custom-scoped pricing within one business day.
Modelled the book? Get the wholesale input.
Apply with your service mix and we send custom-scoped wholesale rates within one business day - the cost input that drives the whole model.
Apply to Partner