We don't know our true LTV

Problem

When you don't know your true LTV, you lose the ability to make confident tradeoffs. You end up optimizing what is measurable, not what is meaningful, which quietly pushes spend and effort into the wrong places. As the business scales, the gaps compound: new events get added ad hoc, dashboards diverge, and accountability disappears because no one trusts the source. Teams start debating numbers instead of customers, and every meeting becomes a negotiation over definitions, filters, and time windows. Until this is fixed, every improvement will feel slower than it should.

Insight

Not knowing your true LTV isn't a calculation problem, it's a definition problem. Most companies treat LTV as a static metric instead of a dynamic system. They calculate it once, then build plans on top of assumptions that age quickly. The truth is, LTV shifts with every change in retention, pricing, or product mix. Without unified data and consistent definitions, each team builds its own version of reality. The deeper issue is that LTV isn't being measured at the right level, it's being averaged. That hides the variance between segments and makes growth look more predictable than it is. The companies that truly understand LTV don't just measure it, they model it continuously as a living indicator of health.

How Velocity Approaches It

We help companies uncover their real LTV and build systems that keep it accurate. Velocity starts by aligning how value is defined across finance, marketing, and product, from revenue recognition to retention cohorts. We rebuild the data logic so LTV connects directly to customer behavior, not spreadsheet assumptions. Then we segment and model LTV dynamically, revealing which users, markets, and products actually drive profitable growth. Once LTV becomes a living metric, spend, pricing, and forecasting all become smarter. If you're done guessing what your customers are truly worth, we'll help you build the clarity to invest with confidence.