Time to First Value (TTFV) measures how long it takes a new customer to experience their first meaningful outcome with a product. For SaaS, it might be sending the first email campaign, completing the first transaction, or generating the first report. For service businesses, it might be receiving the first deliverable or completing the first project milestone.
Shorter TTFV correlates strongly with retention. A customer who finds value in the first week is dramatically more likely to renew than one who’s still struggling to set up after 30 days. Customer portals shorten TTFV by providing structured client onboarding workflows, in-app guidance, and clear paths to early wins.