Net Promoter Score · benchmarks with sources
What is a good NPS score? Benchmarks with their sources
There is no single good Net Promoter Score. Published benchmarks come from survey vendors and research groups, each with its own respondents, industries and method, and they do not agree with each other. This page collects figures we could trace to a public page, quotes each one and links it to its source with the date we read it.
Where we found no reliable public figure, the page says nothing rather than estimate. Use the numbers to place your score in a range, not to grade it: the most useful comparison is still your own score over time, measured the same way.
Sources read on . Jump to thelist of sources.
How the score works
The Net Promoter Score is the key metric of Bain & Company's Net Promoter System. It asks how likely people are to recommend a company to a friend or colleague, on a zero-to-ten scale. Promoters answer 9 or 10Source [1], passives 7 or 8Source [1] and detractors 0 to 6Source [1]. The score is the percentage of promoters minus the percentage of detractors, so it can range from -100 to 100Source [2].
What is a good NPS score?
Across more than 150,000Source [2] organizations in SurveyMonkey's benchmark data, the average score is 32Source [2] and the median 44Source [2]. The bottom quartile has a score of 0 or lowerSource [2], and the top quartile a score of 72 or higherSource [2]. SurveyMonkey's own rule of thumb calls a score of 0-30Source [2] good, 30-70Source [2] great and 70-100Source [2] excellent.
Survicate's data from its customers' surveys puts the median across all industries at 42Source [3], with B2C companies at 49Source [3] and B2B companies at 38Source [3]. At its tenth percentile the score was -4Source [3], and at its ninetieth percentile 78Source [3].
The two sources measure different populations with different methods (SurveyMonkey reports averages, medians and quartiles across the organizations in its data, Survicate medians across its own customers' surveys), so read each figure next to the method listed with its source.
| Industry | Lower quartile | Median | Upper quartile |
|---|---|---|---|
| Construction | 40 | 64 | 81 |
| Consulting | 42 | 48 | 72 |
| Education | 38 | 60 | 75 |
| Finance | 34 | 59 | 80 |
| Financial services (excluding insurance) | 35 | 60 | 78 |
| Government | 38 | 62 | 80 |
| Healthcare | 37 | 62 | 82 |
| Insurance | 36 | 65 | 86 |
| Media and entertainment | 31 | 57 | 77 |
| Nonprofits | 41 | 63 | 79 |
| Real estate | 32 | 58 | 78 |
| Retail | 36 | 57 | 74 |
| Software and online services | 17 | 44 | 68 |
| Technology | 22 | 50 | 70 |
| Transportation and logistics | 20 | 44 | 67 |
| Industry | Median |
|---|---|
| Manufacturing | 65 |
| Healthcare | 61 |
| Agency and consulting | 59 |
| Retail and ecommerce | 55 |
| Professional services | 50 |
| Fintech | 46 |
| Education | 42 |
| Media | 40 |
| Wholesale | 36 |
| Digital marketplaces | 35 |
| Software | 30 |
NPS benchmarks for SaaS and software
Software is where the sources disagree most. A median of 30Source [3] in Survicate's data and an average of 51Source [4] among the B2B programmes in CustomerGauge's latest survey (47Source [4] blended across a decade of its editions) describe different groups of companies measured in different ways; neither is wrong. The table puts every software figure we found side by side.
| Source | Segment | What the figure is | Figure |
|---|---|---|---|
| SurveyMonkeySource [2] | Software and online services | Median, with the lower and upper quartile | 44 (quartiles 17 to 68) |
| SurveyMonkeySource [2] | Technology | Median, with the lower and upper quartile | 50 (quartiles 22 to 70) |
| SurvicateSource [3] | Software, all customers | Median | 30 |
| SurvicateSource [3] | Software, B2B companies | Median | 29 |
| SurvicateSource [3] | Software, B2C companies | Median | 47 |
| CustomerGaugeSource [4] | Software and technology, B2B programmes | Average in the latest survey | 51 |
| CustomerGaugeSource [4] | Software and technology, B2B programmes | Average blended across a decade of editions | 47 |
Consumer brands in the United States
XM Institute's 2024Source [5] U.S. consumer benchmark study asked 10,000Source [5] consumers about 354Source [5] companies in 22Source [5] industries. Grocers earned the highest average score, 34.3Source [5], and car rental companies the lowest, 15.8Source [5].
This study asks a panel of consumers to rate companies, while the vendor benchmarks above come from companies surveying their own customers. Compare a score with a benchmark that was collected the same way as yours.
How to use these benchmarks
Match the method first. A median is not an average, a panel is not a customer list, and an email survey is not an in-app one. A benchmark collected differently from your own survey tells you little about how good your score is.
Then compare with yourself. Your score from the last round, asked the same way to the same kind of customer, is the benchmark that moves with the changes you make. Small samples swing a lot from round to round, so watch the trend over several rounds.
Industry figures are broad. If your industry is not listed here, it is because we found no public figure we could cite, not because it scores well or badly.
Questions about NPS benchmarks
What is a good NPS score?
It depends on the industry and on how the score was collected. In SurveyMonkey's benchmark data the median is 44Source [2] and the top quartile scores 72 or higherSource [2]; Survicate's median across all industries is 42Source [3]. Any positive score means more promoters than detractors.
What is a good NPS for a SaaS company?
Published software figures range from a median of 30Source [3] in Survicate's data to an average of 51Source [4] among the B2B programmes in CustomerGauge's latest survey. Compare with the source whose method matches your own survey.
Is a negative NPS always bad?
It means more of your respondents are detractors than promoters, which is worth acting on. It is not rare: in SurveyMonkey's data the bottom quartile has a score of 0 or lowerSource [2], and Survicate's tenth percentile is -4Source [3].
Why do NPS benchmarks from different sources disagree?
They measure different people in different ways: one vendor's customers or another's, a consumer panel or a company's own customers, medians or averages. Each figure on this page names its source and method so you can pick the comparable one.
Sources
Each figure is copied from the public page below, read on the date shown; we did not estimate, round or combine any of them. Figures change as sources publish new editions: tell us if one is out of date and we will correct it.
- Bain & Company, “Measuring Your Net Promoter Score”: www.netpromotersystem.com/about/measuring-your-net-promoter-score/, retrieved . Method: The definition of the metric by the company that created it: the question, the zero-to-ten scale and the three groups of respondents.
- SurveyMonkey, “Net Promoter Score benchmarks: What is a good NPS?”: www.surveymonkey.com/learn/customer-feedback/net-promoter-score-benchmarks-customer-loyalty/, retrieved . Method: SurveyMonkey's global benchmark data of more than 150,000 organizations, across industries, with quartiles per industry.
- Survicate, “NPS Benchmarks 2025: What is a Good Net Promoter Score?”: survicate.com/nps-benchmarks/, retrieved . Method: NPS surveys run by Survicate's customers from January through October 2025: 599 companies, 2,187 surveys and 5,414,263 responses, counting only surveys with 100+ responses in a year. It reports medians.
- CustomerGauge, “SaaS NPS Benchmarks for Top Software Companies”: customergauge.com/benchmarks/blog/nps-saas-net-promoter-score-benchmarks, retrieved . Method: CustomerGauge's NPS Benchmark Report, Decade Edition: B2B customer experience programmes reporting their own scores, with publicly disclosed scores excluded. It reports averages.
- Qualtrics XM Institute, “2024 XMI customer ratings - consumer NPS (by industry)”: www.qualtrics.com/articles/customer-experience/xmi-nps-benchmark-2024/, retrieved . Method: An annual U.S. consumer study: a panel of consumers rates companies, and each industry's score is the average of its companies' scores.
Net Promoter, NPS and Net Promoter Score are trademarks of Bain & Company, Inc., NICE Systems, Inc. and Fred Reichheld.
Measure your own score
The benchmark that matters most is your own score over time. Start with theNPS question bank and theNPS survey template, and collect the requests your answers surface on a feedback board.UpVoiced’s own NPS and CSAT microsurveys are coming soon and not available yet.