Unveiling the Truth Behind Inflated ‘ARR’ in the AI Startup World

Last month, Scott Stevenson, co-founder and CEO of the legal AI startup Spellbook, took to X in an effort to expose what he called a “huge scam” among AI startups: inflation of the revenue figures that they announce publicly.

“The reason many AI startups are crushing revenue records is because they are using a dishonest metric. The biggest funds in the world are supporting this and misleading journalists for PR coverage,” he wrote in his tweet.

Stevenson isn’t the first to claim that annual recurring revenue (ARR) — a metric historically used to sum up annual revenue of active customers under contract — is being manipulated by some AI companies beyond recognition. Certain aspects of ARR shenanigans have been the subject of multiple other news reports and social media posts.

However, Stevenson’s tweet seemed to have struck a particular nerve within the AI startup community, drawing over 200 reshares and comments from high-profile investors, many founders, and a few headlines.

“Scott at Spellbook did a great job of highlighting some of what you might describe as bad behavior on the part of some companies,” Jack Newton, co-founder and CEO of legal startup Clio, told TechCrunch, adding that the post brought much-needed awareness to the topic, referring to an explanatory post from YC’s Garry Tan about proper revenue metrics.

TechCrunch spoke with over a dozen founders, investors, and startup finance professionals to assess whether the ARR inflation is as pervasive as Stevenson suggests.

Indeed, our sources, many of whom spoke on the condition of anonymity, confirmed that fudged ARR in public declarations is a common occurrence among startups, and how, in many cases, investors are aware of the exaggerations.

Not really revenue, yet 

The main obfuscation tactic is substituting “contracted ARR,” sometimes referred to as “committed ARR” (CARR), and simply calling it ARR.

“For sure they are reporting CARR” as ARR, one investor said. “When one startup does it in a category, it is hard not to do it yourself just to keep up.”

ARR is a metric established and trusted since the cloud era to indicate total sales of products where usage, and therefore payments, is metered out over time. Accountants don’t formally audit or sign off on ARR primarily because generally accepted accounting principles (GAAP) focus on historical, already-collected revenue, rather than future revenue.

ARR was intended to show the total value of signed-and-sealed sales, typically multiyear contracts. (Today, this concept tends to go by another name: remaining performance obligations.) Meanwhile, the term “revenue” is typically reserved for money already collected.

CARR is supposed to be another way to track growth. But it’s a much squishier metric than ARR because it counts revenue from signed customers that aren’t onboarded yet.

One VC told TechCrunch that he has seen companies where CARR is 70% higher than ARR, even though a significant chunk of that contracted revenue will never actually materialize.

CARR “builds on the ARR concept by adding committed but not yet live contract values to total ARR,” Bessemer Venture Partners (BVP) wrote in a blog post back in 2021. Critically, though, BVP says, the startup is supposed to adjust CARR to take into account expected customer churn (how many customers leave) and “downsell” (those who decide to buy less).

The main problem with CARR is counting revenue before a startup’s product is implemented. If implementation is lengthy or goes awry, clients might cancel during the trial before all — or any — of the contracted revenue has been collected.

Several investors told TechCrunch that they directly know of at least one high-profile enterprise startup that reported it surpassed $100 million in ARR, when only a fraction of that revenue came from currently paying customers. The rest was from contracts that hadn’t been deployed yet and in some cases may take a long time to implement the technology.

One former employee at a startup that routinely reported CARR as ARR told TechCrunch that the company counted at least one substantial, yearlong free pilot as ARR. The company’s board, including a VC from a large fund, was aware that the revenue from the eventual paying part of the contract had been counted in ARR during the lengthy pilot program, the person said. The board was also aware that the customer could cancel before paying the full contract amount.

The obvious problem with using CARR and calling it ARR is that it is far more susceptible to being “gamed” than traditional ARR. If a startup doesn’t account realistically for churn and downsell, CARR could be inflated. For instance, a startup could offer big discounts for the first two years of a three-year contract and count the whole three years as CARR (or ARR), even though customers may not stick around to pay the higher prices in year three.

The other, more problematic “ARR” 

There’s another issue surrounding all those public ARR declarations.