Clients. Every paying client since July 2023. Lost clients are every client that stopped being billed and was turned off in Mission Control, each confirmed against Bill.com. Not counted: iTrip Palm Springs and San Diego North Beaches (billed inside iTrip Palm Desert), Casago Cancun (never paid), and Vacasa (a planned handover, not churn). iTrip Chattanooga counts as lost from October 2025 although it stays active in Mission Control on a repayment plan.
Dates. Start is the contract start date. End is the month billing stopped, using the Mission Control deactivation date when it falls in that month. Shores Vacation Rentals and iTrip Hilton Head end on their last Bill.com invoice.
Annual churn rate. Clients lost in the trailing 12 months divided by the average number of active clients at each month end over the same 12 months.
When clients leave. For each stage, clients who left during it divided by every client who reached it, so newer clients only count toward the stages they've reached. Twelve-month survival in the Who leaves table uses the same logic (Kaplan-Meier). Groups with fewer than 8 clients past month 12 are greyed out.
Monthly revenue. For lost clients, the higher of the last Bill.com invoice and the Attio MRR. For active clients, the latest invoice since August 2026.
Shrinking. Per-unit clients only. The first two invoiced months (onboarding fees) and a lost client's final prorated month are dropped, then the last invoice is compared with the client's median month. 25% or more below counts as shrinking.
Health score. The latest Mission Control client health brief, on a 10-point scale: 40% relationship sentiment from recent meeting transcripts (neutral if no meeting in 90 days), 35% forward pace versus last year and 25% trailing RevPAR versus last year, both on units booked in both periods. Below 5 counts as low.
RM. From Attio. Where Attio is blank, the Mission Control portfolio manager, marked (MC).