Customer Acquisition Cost (CAC)EdTechSeries B
Customer Acquisition Cost (CAC) for EdTech at Series B (Transactional)
2026 data · Sample size: 179 · Source: First Round State of Startups 2026
25th %ile
$426
Median
$340
75th %ile
$272
90th %ile
$230
▲Trending up year-over-year
About This Metric
Total cost of acquiring a new customer, including marketing, sales, and onboarding expenses.
Total Sales & Marketing Spend / New Customers Acquired
Lower is better · Unit: currency
How to Improve
Build a referral engine that turns every customer into an acquisition channel. Invest in bottom-of-funnel content that captures high-intent search traffic. Track blended CAC weekly and set alerts when it exceeds 2x your target.
Ehsan's Analysis
The EdTech sector at Series B stage shows the widest dispersion I have seen across 500+ companies. This means the opportunity for competitive advantage is enormous. The winners are not doing anything exotic. They measure weekly, discuss daily, and ship improvements in 2-week sprints. The losers measure quarterly and wonder why nothing changes.
EJ
Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO
Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations · Ex-Microsoft · CMO at FirstWave (ASX:FCT) · Forbes Communications Council
Frequently Asked Questions
What is a good Customer Acquisition Cost (CAC) for EdTech at Series B?
Median is $340. Top-quartile achieves $272. Aim for top-quartile to attract investors.
How does Transactional model affect Customer Acquisition Cost (CAC)?
The Transactional business model impacts this metric through pricing mechanics and customer behavior patterns. Benchmark against companies with the same model for accurate comparison.
How to improve Customer Acquisition Cost (CAC)?
Focus on the primary driver for your stage. At Series B, the biggest lever is usually operational efficiency and product-market fit refinement.