NPS scores only mean something in context. An NPS of 40 is mediocre for consumer electronics but excellent for health insurance. Here are the benchmarks across major industries.
NPS benchmarks by industry (2023–2024)
| Industry | Excellent | Good | Average | Below Average |
|---|---|---|---|---|
| SaaS / Software | 60+ | 40–60 | 20–40 | <20 |
| eCommerce | 60+ | 45–60 | 25–45 | <25 |
| Financial services | 50+ | 30–50 | 10–30 | <10 |
| Telecommunications | 30+ | 15–30 | 0–15 | <0 |
| Health insurance | 20+ | 5–20 | -10–5 | <-10 |
| Airlines | 50+ | 30–50 | 10–30 | <10 |
| Consumer electronics | 65+ | 50–65 | 30–50 | <30 |
| Retail | 65+ | 50–65 | 30–50 | <30 |
Notable benchmarks: Apple ~72, Amazon ~60, Slack ~51, Salesforce ~66, HubSpot ~44, Zoom ~54.
Why NPS varies by business model
B2B SaaS scores tend to be higher than consumer products because business buyers are more rational in their evaluations, have lower expectations for delight, and give higher scores if the product solves a clear business problem effectively.
Self-serve SaaS consistently scores higher than high-touch sales models, likely because self-serve customers chose the product themselves (self-selection bias).
Use our NPS Calculator to calculate your NPS from your survey results and track changes over time.