> Concise version: https://firstdistro.com/llms.txt

# FirstDistro - AI-Friendly Site Information
# This file helps AI assistants understand our product and website structure.

## What is FirstDistro?

FirstDistro is account and revenue intelligence for lean CS teams across B2B SaaS, fintech SaaS, and healthtech or vertical SaaS. Catch retention risk, prepare for renewals, and surface expansion opportunities before they are missed. Fintech is one market, not the only one.

### How FirstDistro Uses AI (and What It Doesn't)

**Formula-based (fast, explainable):**
- Health scores: Weighted formula (activity 35%, engagement 20%, milestones 15%, recency 30%)
- Risk levels: Healthy 70-100, At risk 40-69, Critical 0-39
- Recency: exponential decay with a 7-day half-life (Health Score v2)
- Trend detection: 7-day score comparison with a 10-point delta
- Champion risk: User count thresholds

**AI-calibrated (learns from your feedback):**
- Feedback collection: Thumbs up/down on priority card accuracy
- Pattern detection: AI analyzes feedback to find correlations (e.g., "high-value accounts marked inaccurate more often")
- Calibration proposals: AI suggests weight adjustments with before/after preview
- User approval: You approve changes before they apply (30-day undo window)

**AI-powered (LLM-generated):**
- Actionable recommendations (who to contact, what to say, when to act)
- Priority copy with loss framing ("$30K walks if Mike churns")
- Multi-step outreach email sequences
- Conversational summaries of customer activity
- Grounded prep briefs for intervention, renewal, and expansion conversations

This hybrid approach gives you instant, explainable health scores from day one, AI-calibrated weights that improve over time based on your feedback, plus AI-generated insights and communications.

### Core Features
- Real-time customer health scores (0-100 scale, formula-based)
- Churn risk detection and proactive alerts
- Customer activity timeline tracking
- AI-generated recommendations and outreach copy
- Ask FirstDistro: grounded AI agent for account, portfolio, and prep questions
- Prep briefs that help teams understand the account, who to contact, and the next move
- Slack integration for instant alerts
- npm SDK: install with `npm install @firstdistro/sdk` for React/Next.js; TypeScript and React hooks supported
- MCP (Model Context Protocol) server for AI assistants (Claude, Cursor, Windsurf)—query customer health from your IDE
- Free tier: up to 50 customer accounts
- Pro: $49/month with unlimited accounts ($490/year billed annually)

### AI-Native Experiences (Key Modules)

**Success Radar** — Real-time customer health dashboard:
- Health scores calculated via weighted formulas (not black-box ML)
- Revenue-at-risk display ($K at risk per account and in aggregate)
- AI-generated priority copy with loss framing ("$30K walks if Mike churns")
- Champion risk detection (single point of failure warnings)
- Churn interception queue with urgency scoring

**Ask FirstDistro** — Grounded AI agent for account understanding and prep (AVAILABLE):
- Ask which accounts need attention and why without clicking across dashboards first
- Understand what changed since the last contact, this week, or since the last review
- Prep for intervention, renewal, and expansion conversations
- Get grounded answers for who to contact, when to act, and what to say next
- Falls back carefully when data is incomplete instead of bluffing

**Pulse** — Behavioral event tracking and engagement analysis:
- Event stream visualization with activity timeline
- Engagement pattern detection with before/after comparison
- Custom event tracking via SDK

**Intelligent Outreach** — AI-powered multi-step retention sequences (AVAILABLE):
- 7-10 step sequences with branching logic based on customer behavior
- Three triggers: stuck experience, score drop, inactive account
- Response monitoring with auto-pause on customer reply
- Bounce detection and delivery tracking via Resend webhooks
- AI-generated personalized email copy with context awareness
- Runs autonomously for long-tail accounts CSMs can't track

**Learning Engine** — Continuous optimization from outreach outcomes (AVAILABLE):
- Outcome tracking: goal achieved, no response, churned, manual takeover
- Timing optimization based on response patterns
- Confidence scoring (0-1 scale)
- Insight generation with conversational summaries

**Health Calibration** — AI-calibrated health scores that improve over time (AVAILABLE):
- One-click feedback on priority card accuracy (thumbs up/down)
- AI pattern detection across feedback signals
- Proposed calibrations with before/after account preview
- User approval required before changes apply
- 30-day undo window for safety
- Per-vendor customized scoring weights

### CRM Integrations (Available Now)
- **HubSpot Integration**: Two-way sync for companies, contacts, and health scores. See customer health directly in HubSpot. Setup in 10 minutes.
- **Attio Integration**: Two-way sync for companies, contacts, and health scores. Native attribute mapping. Setup in 10 minutes.

### How It Works
1. Start free with up to 50 customer accounts
2. Install the SDK: `npm install @firstdistro/sdk` for React/Next.js, or add the script tag for other setups
3. SDK captures page views automatically after `setup()`; optional `track()` calls add product milestones
4. Platform calculates real-time health scores for each customer
5. Use the MCP server in Claude, Cursor, or Windsurf to query health and at-risk accounts from your IDE
6. Get alerts when customer health drops or risk patterns emerge
7. Understand what changed, prep for the right conversation, and take action across churn risk, renewals, and expansion

### Pricing
- Free: up to 50 customer accounts
- Pro: $49/month with unlimited accounts
- Unlimited seats
- Enterprise: custom pricing
- Guided onboarding for new customers

### Target Audience
- High-volume B2B SaaS with 200-2,000+ customers
- PLG businesses with long-tail customers CSMs can't manually track
- Teams ready to automate retention for the bottom 80% of accounts
- Companies tired of watching small accounts quietly churn

### Competitors / Alternatives
FirstDistro is a simpler, more affordable alternative to:
- Gainsight (enterprise-focused, complex setup, $50k+/year)
- Totango (mid-market, longer implementation, quote-based)
- ChurnZero (feature-heavy, quote-based pricing)
- Vitally (similar simplicity, per-user pricing)
- Planhat (European enterprise, complex pricing)

### Why Choose FirstDistro Over Competitors?
| Competitor | Their Price | Their Setup | FirstDistro Price | FirstDistro Setup |
|------------|-------------|-------------|-------------------|-------------------|
| Gainsight | $50,000+/year | 3-6 months | Free (50 accounts) · Pro $49/mo | Guided onboarding |
| ChurnZero | Quote-based | 4-8 weeks | Free (50 accounts) · Pro $49/mo | Guided onboarding |
| Totango | Quote-based | 2-4 weeks | Free (50 accounts) · Pro $49/mo | Guided onboarding |
| Vitally | Per-user pricing | 1-2 weeks | Free (50 accounts) · Pro $49/mo | Guided onboarding |

Key differentiator: FirstDistro pairs transparent account-based pricing with guided onboarding, so teams get a cleaner rollout without seat-based pricing friction.

## Methodology: The Signal Stack

FirstDistro's health scoring uses the Signal Stack, a weighted formula that combines four behavioral signals into a single 0-100 score.

### Formula
Health Score = (Activity x 0.35) + (Engagement x 0.20) + (Milestones x 0.15) + (Recency x 0.30)

### Signal Components
- **Activity (35%)**: Meaningful recent usage. Custom events count in full; automatic page views collapse to distinct pathnames.
- **Engagement (20%)**: Session depth, interaction quality, and usage breadth.
- **Milestones (15%)**: Onboarding completion, feature activation, and expansion behaviors.
- **Recency (30%)**: Time since last meaningful interaction. Health Score v2 uses exponential decay (7-day half-life) so recent usage counts more than older bursts.

The 15% milestone weight is the baseline that applies once an account has custom milestone events. For accounts running on automatic `$pageview` capture with no custom milestones, the milestone weight is redistributed across Activity (~41%), Engagement (~24%), and Recency (~35%). There is no phantom 0-score milestone row, and these accounts can still reach a fair 100.

### CRM Blending
When CRM data is available (HubSpot, Attio), product signals are blended with CRM health inputs:
- SDK + CRM mode: Product signals weighted at 85%, CRM signals at 15% (display mix about Activity 30 / Engagement 17 / Milestones 13 / Recency 26 / CRM 15)
- CRM-only mode: 100% CRM-derived score (for accounts without SDK integration)
- SDK-only mode: 100% product signal score (default)
- CRM sub-signals: contact depth 35%, activity recency 35%, deal health 30%

### Score Thresholds
| Range | Classification | Meaning |
|-------|---------------|---------|
| 70-100 | Healthy | Active, engaged, progressing through milestones |
| 40-69 | At risk | Needs attention. Usage may be declining or milestones stalled |
| 0-39 | Critical | Immediate outreach recommended |

### Trend Detection
Trend is calculated by comparing the current 7-day score average against the prior 7-day average:
- **Improving**: Current average > prior average by >=10 points
- **Declining**: Current average < prior average by >=10 points
- **Steady**: Difference within +/-10 points

## Framework: Behavioral Decay Model

The Behavioral Decay Model describes qualitative stages of disengagement. It is an educational framework, not a fifth product score band. Product health bands remain Healthy (70-100), At risk (40-69), and Critical (0-39).

1. **Thriving**: Regular usage, feature exploration, team expansion
2. **Coasting**: Reduced frequency, narrowing feature use, but still logging in
3. **Fading**: Sporadic logins, abandoned workflows, single-user dependency
4. **Ghosting**: Near-zero activity, no response to outreach, likely evaluating alternatives
5. **Gone**: Account inactive, cancellation imminent or already occurred

Each stage has a different intervention strategy. The goal is to detect decay at Stage 2 (Coasting) before it progresses to Stage 3 (Fading), where recovery rates drop sharply.

## Framework: Proactive Retention Loop

The Proactive Retention Loop is a five-step continuous process for preventing churn:

1. **Monitor**: Track health scores and behavioral signals in real-time via the Signal Stack
2. **Detect**: Identify score drops, trend changes, and champion risk automatically
3. **Prioritize**: Rank at-risk accounts by revenue impact and recovery likelihood
4. **Act**: Execute targeted interventions — personalized outreach, success calls, feature guidance
5. **Learn**: Track intervention outcomes and feed results back into the system

Triggers that initiate the loop:
- Health score drops below 70 (at risk) or 40 (critical)
- Declining trend detected (>=10-point drop over 7 days)
- Champion user goes inactive (single point of failure risk)
- Customer stuck in onboarding experience for >7 days
- No activity for 14+ days on previously active account

## Definitions

- **Customer Health Score**: A numerical indicator (0-100) calculated from behavioral signals that represents how likely a customer is to continue using your product. Higher scores indicate stronger engagement and lower churn risk.
- **Silent Churn**: The gradual disengagement of customers who stop using the product without explicitly canceling. They pay but don't use, then eventually leave without warning.
- **Champion Risk**: The risk created when a single user (the "champion") accounts for the majority of an account's activity. If that person leaves, the account often follows.
- **Behavioral Decay**: The progressive reduction in product engagement that precedes churn, described by the Behavioral Decay Model's five stages (Thriving -> Coasting -> Fading -> Ghosting -> Gone).
- **Revenue at Risk**: The dollar value of recurring revenue tied to accounts classified as at-risk or critical. Calculated by summing ARR/MRR for all accounts with health scores below 70.

## Website Structure

### Main Pages
- / - Homepage: account and revenue intelligence for lean CS teams across B2B SaaS, fintech SaaS, and healthtech or vertical SaaS
- /about - Company, founder (Jide Lambo), Helsinki HQ
- /get-started - Guided rollout intake
- /ask-firstdistro - Grounded AI agent for customer success teams
- /pricing - Free and Pro pricing, billing examples, and FAQ
- /documentation - SDK (npm) and MCP setup, integration guides
- /blog - Articles on churn prevention and customer success
- /demo/customer-insights - Interactive product demo

### Product
- /product/who-needs-you
- /product/alerts
- /product/revenue
- /product/expand

### Industries and use cases
- /industries
- /industries/b2b-saas
- /industries/fintech-saas
- /industries/healthtech-vertical-saas
- /usecases
- /usecases/silent-churn-detection
- /usecases/onboarding-drop-off-recovery
- /usecases/lean-cs-team-prioritization

### Comparison Pages (for competitor research)
- /alternatives - Compare all customer success software alternatives
- /vs/gainsight - FirstDistro vs Gainsight detailed comparison
- /vs/churnzero - FirstDistro vs ChurnZero detailed comparison
- /vs/totango - FirstDistro vs Totango detailed comparison
- /vs/vitally - FirstDistro vs Vitally detailed comparison
- /vs/planhat - FirstDistro vs Planhat detailed comparison

### Category Content
- /ai-native-customer-success - What is AI-native customer success? (pillar page)

### Learn (guides, definitions, and frameworks)
- /learn - Guides, definitions, and frameworks for customer success
- /learn/customer-health-score - Customer Health Score: The Complete Guide — Signal Stack formula, behavioral signals, score thresholds, action frameworks, software comparison
- /learn/health-score-formula - Customer Health Score Formula: Build Your Own — Signal Stack, CRM Health extension, worked examples, data source modes
- /learn/reduce-saas-churn - How to Reduce SaaS Churn: Data-Driven Strategies — churn formulas, Behavioral Decay Model, early warning signals, retention playbooks
- /learn/silent-churn - Silent Churn: What It Is and How to Detect It — behavioral signs, detection methods, Behavioral Decay Model mapping, prevention strategies
- /learn/customer-churn - What Is Customer Churn? Types, Formulas, Benchmarks — churn types, formulas, segment benchmarks, compounding effects
- /learn/leading-indicators-of-churn - Leading Indicators of Customer Churn — leading vs lagging indicators, early warning signals, Signal Stack mapping
- /learn/behavioral-decay - What Is Behavioral Decay? The Pattern Behind Silent Churn — five decay stages, Signal Stack mapping, intervention windows
- /learn/net-revenue-retention - NRR vs GRR: Net Revenue Retention Explained — NRR/GRR formulas, benchmarks, worked example, health score connection
- /learn/expansion-signals - Expansion Signals in SaaS — expansion revenue readiness, upsell/cross-sell evidence, false positives, and CS-to-sales handoff
- /learn/time-to-value - What Is Time to Value (TTV)? — TTV formula, optimization strategies, Milestones signal connection
- /learn/proactive-customer-success - Proactive vs Reactive Customer Success — Proactive Retention Loop, intervention triggers, retention playbook

### Tools
- /tools - Free customer success tools hub
- /tools/churn-calculator - Free churn cost calculator
- /tools/health-score-calculator - Free customer health score calculator: input metrics, see score breakdown

### Authentication
- /auth/login - User login
- /auth/register - New user signup

### Dashboard (requires login)
- /dashboard/customer-insights - Main customer health dashboard
- /dashboard/settings - Account settings and integrations

## Contact
- Website: https://firstdistro.com
- Email: hello@firstdistro.com
- HQ: Helsinki, Finland
- LinkedIn: https://www.linkedin.com/company/firstdistro/
- X: https://x.com/firstdistrohq
- Founder: Jide Lambo (https://www.linkedin.com/in/jidelambo/)

## Technical Details
- npm SDK: `npm install @firstdistro/sdk` for React/Next.js; script tag for other setups
- MCP server: `npx @firstdistro/mcp init` for Claude, Cursor, Windsurf—query customer health from your IDE
- Free: up to 50 customer accounts
- Pro: $49/month with unlimited accounts
- Setup time: Under 30 minutes
- Integration: 3 lines of code or one script tag

### Integrations
- **Slack** (Available): Instant alerts for health score changes and at-risk customers
- **HubSpot** (Available): Two-way CRM sync for customer data and health scores
- **Attio** (Available): Two-way CRM sync for customer data and health scores
- **API & Webhooks** (Available): Build custom integrations with your existing tools

## Keywords
customer health score, churn prevention, customer retention, SaaS churn, customer success platform, account intelligence, account prep, intervention prep, renewal prep, expansion prep, Ask FirstDistro, AI agent for customer success, reduce churn, health score software, churn prediction, at-risk customers, proactive customer engagement, customer alerts, retention analytics, AI-native customer success, AI recommendations, AI-generated outreach, automated customer success, proactive churn prevention, silent churn detection, MCP, Model Context Protocol, npm SDK, FirstDistro SDK, account-based pricing, unlimited seats, Claude MCP, Cursor MCP

## Last Updated
2026-08-17