The SaaS industry never stands still, and keeping up with the latest trends is critical for CEOs, CFOs, and operators looking to stay competitive. At Maxio, we take a data-driven approach to uncover what’s really happening in B2B SaaS, using insights from the $17B in billing and revenue data flowing through our platform. Our latest Maxio Institute B2B Growth Report highlights key trends shaping the industry—offering real-world benchmarks that can help leaders make smarter decisions.

I recently sat down with Maxio CEO Randy Wootton on The SaaS Builder Podcast to dig into the report’s findings. Below, I’ll walk through some of the biggest takeaways. And if you want all the details, be sure to download the full report.

Key Findings from the Report

1. Small SaaS Companies Are Making a Comeback

The past few years have been tough for early-stage SaaS companies (under $1M in revenue), but 2024 marked a turning point. These startups are now seeing growth rates above 20%—outpacing their larger peers. The likely reasons? A renewed flow of venture capital and an improved debt funding environment as interest rates begin to decline.

What This Means: If you’re running an early-stage SaaS company, this is a prime opportunity to capitalize on available funding and focus on sustainable growth.

2. AI Is Changing the Game, But It’s No Longer a Free Pass

AI-driven SaaS companies still have strong growth, but the gap between AI and non-AI companies is starting to level out. The real shift? AI is driving changes in pricing models. More companies are moving to usage-based and hybrid pricing structures to align revenue with customer adoption of AI-driven features.

What This Means: AI alone isn’t a business model, and it’s no longer a novel technology – it is becoming table stakes. SaaS leaders need to think about how AI truly delivers value—and ensure their pricing reflects that.

3. The “Trifecta” of High-Growth SaaS Companies

Through our data analysis, we found that the fastest-growing SaaS companies tend to have three things in common:

• $10M+ in revenue (indicating strong product-market fit and a scalable go-to-market motion)
• Series B funding (demonstrating investor confidence and capital for expansion)
• A recent funding round (showing continued momentum and the ability to fuel growth)

Companies that checked all three boxes saw growth rates exceeding 30% year-over-year.

What This Means: $10M is a make-or-break chasm to cross for SaaS companies. Our data shows this to be the point at which most SaaS companies pivot towards either building a profitable, scalable business to be acquired by a majority investor, or grab more funding to turbocharge the GTM efforts for solutions that are showing clear signs of product-market fit.  

4. Cybersecurity Is Booming—For Good Reason

Of all the SaaS verticals we analyzed, cybersecurity stood out, with an average growth rate close to 50%. The surge in AI-driven security threats has fueled demand for innovative solutions, making cybersecurity one of the hottest sectors for investors and operators alike.

What This Means: Cybersecurity companies should expect continued momentum—but also rising competition. If you’re outside this sector, consider how AI-driven compliance and security features could enhance your own product offering.

5. The Future of Pricing: Hybrid Models Win

One of the more eye-opening findings in this year’s report: companies using hybrid pricing models (a mix of fixed-rate and usage-based pricing) are growing the fastest. These businesses benefit from predictable recurring revenue while capturing expansion upside through consumption-based pricing.

Interestingly, our data also revealed that early-stage SaaS companies tend to perform better with traditional subscription models, while larger companies thrive with usage-based or hybrid pricing. The reason? Startups need revenue stability to survive, while scaling companies can afford to experiment with variable pricing models to drive expansion revenue.

What This Means: If you’re thinking about adjusting your pricing strategy, hybrid models might offer the best balance between revenue predictability and growth potential.

Looking Ahead to 2025: SaaS Leaders Are Optimistic

For the first time, we included a qualitative survey in the Maxio Institute report, asking 300 SaaS leaders about their outlook for 2025. The responses were striking:

• 89% expect to grow faster in 2025 than in 2024
• 73% anticipate being EBITDA positive
• VC-backed startups and cybersecurity firms plan to reinvest aggressively, despite high burn rates

This optimism suggests SaaS companies are focused on efficient growth, but many are still willing to invest in expansion given the improving market conditions.

Final Thoughts: Get the Full Report

These highlights only scratch the surface of the insights from the Maxio Institute B2B Growth Report. If you’re a SaaS leader looking to benchmark your growth, refine your pricing model, or gain a clearer picture of what’s ahead, I highly recommend downloading the full report.

👉 Get the complete Maxio Institute B2B Growth Report here: Download Now

If you’d like to hear more about these insights, check out my full conversation with Randy Wootton on The SaaS Builder Podcast here.

Let’s navigate the evolving SaaS landscape together.