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June 11, 2024
7 min read

SaaS financing: the guide for startups

All you need to know about SaaS financing.

Recurring revenue, unique financial metrics, tailored funding: SaaS financing works with different criteria than traditional corporate funding. What do SaaS companies and startups need to pay attention to when considering finance?

What is SaaS financing?

SaaS financing, SaaS finance, or SaaS funding refers to the process of raising capital to develop, grow, and scale a Software-as-a-Service business. It is a specific financing option for companies that offer SaaS or a subscription-based business model. This capital is typically used for product development, marketing, sales, and hiring.

Many SaaS companies generate revenue from recurring revenue. The revenues typically occur in Annual Recurring Revenue (ARR) or Monthly Recurring Revenue (MRR). If a SaaS company wants to increase its revenue, the customer base must grow – and a SaaS business needs adequate capital to do so. 

Based on these regular and predictable revenue streams, SaaS companies access financing models that are tailored to their needs.

re:cap_SaaS financing
Saas finance in a nutshell.

Why is SaaS finance special?

SaaS financing is distinctive due to several factors:

  1. Recurring revenue model: SaaS companies operate on a subscription-based model, where customers pay regular fees for ongoing access to the software. This predictable revenue stream is attractive to investors because it provides greater visibility into future cash flows.
  2. Scalability and growth potential: SaaS companies often have the potential for rapid scalability without a proportional increase in costs. As more customers subscribe to the service, revenue can grow exponentially without significant additional expenses.
  3. Technology and innovation: SaaS companies operate in a dynamic market where technology and innovation play a critical role. Investors evaluating SaaS companies consider factors such as software quality, differentiation from competitors, and strength of intellectual property.
  4. Metrics and KPIs: SaaS financing often revolves around specific metrics unique to the industry.
  5. Exit opportunities: SaaS companies may have different exit opportunities compared to other types of businesses. Potential exit strategies for SaaS companies include acquisition by larger tech firms, IPOs, or mergers with other companies.

Types of SaaS financing

SaaS financing offers a variety of funding models to companies with recurring revenue. As with any other financial instrument, founders should consider what they need the capital for and in what period. It depends on the investment if debt or equity capital is more suitable. 

Here are three ways of SaaS finance via equity.

SaaS equity financing


Bootstrapping involves funding a SaaS startup using personal savings or funding from friends and family. While bootstrapping allows founders to retain full control over their company and equity, it may limit growth potential due to constrained resources.

Venture Capital

Venture capital is a popular type of financing for SaaS startups. Founders sell shares and receive equity in return. Venture capital is popular with many SaaS companies in phases when they need a lot of capital. However, it also comes with equity dilution, which means loss of control and co-determination rights.

Business Angels 

Business angels are relevant in the early phase of a SaaS company. They act as investors and provide networks and know-how in building and scaling a company. In many startup fundings – SaaS-related or not – business angels play a crucial role in the early stages.

SaaS debt financing

However, financing a SaaS company is not only based on equity. SaaS debt financing also plays an important role.

Venture Debt

Venture debt describes raising a risk loan shortly after or at the same time as venture capital financing. A startup accesses debt financing to remain liquid between two equity rounds. It can be appealing to SaaS startups emerging from the early stages. They have to sell fewer company shares in return for fresh capital. Venture debt, however, can come with a high cost of capital, personal collateral, and warrants.

Alternative Debt Funding

In recent years, various alternative financing models have become established, aiming at SaaS companies and providing debt capital. These include instruments such as revenue-based financing or recurring revenue financing for SaaS. They focus on the recurring revenues of a company. 

These solutions are typically non-dilutive and do not include personal guarantees or warrants. They can be tailored to the exact capital needs of SaaS companies, offer customized repayments, and are designed long-term. SaaS startups raise exactly the amount of capital they need and can flexibly expand their funding. re:cap also offers such an alternative financing model based on debt capital.

SaaS company phases and their financing needs

A SaaS startup progresses through various business and funding phases. It has specific capital needs and needs to make investment decisions at each stage. Phases two and three, in particular, can be capital-intensive. 

Phase 1

The company's software product is not yet live. A startup focuses on the product development and initial testing of a beta version which will be available to selected users. 

In this phase of SaaS financing, the founders' capital, business angels, or investments from friends and family are at the table.

Phase 2

The market launch of the product is imminent. The aim is to make the software accessible to a larger market and to develop it further, adding new features or expanding existing functions. 

Through sales activities, the SaaS startup gains its first customers and builds its customer base. It also receives initial feedback from a larger audience about its product offering – the search for product-market fit begins. 

The second phase is the first capital-intensive of a SaaS startup. A larger SaaS financing becomes relevant. Depending on the case, the company may open to venture capital investors or business angels and raise VC funding.

Phase 3

The SaaS startup has already acquired a significant number of customers, and product market fit has been achieved, at least temporarily. Now, the focus is on driving further growth based on the existing customer base and scaling the SaaS business model. Efficiency is in the spotlight. 

It's time to scale the business model and turn the startup into a scaleup. Usually, fresh capital is needed to do so. In this phase, debt may become relevant for the first time, in addition to the traditional options for raising equity. Because the company generates predictable and recurring revenues, it becomes more attractive to debt investors.

Phase 4

The SaaS startup has been successful in the market for several years. It has achieved stable revenues and has established itself against its competitors. In this phase, further growth initiatives such as acquiring competitors, new markets, and further professionalization of the company structures are on the agenda. 

A SaaS company can diversify its capital structure: both equity and debt financing might be useful – depending on the company's goals and needs.

Company phase determines SaaS financing instruments

Whether it is equity or debt: there is a suitable financing model for every company phase and every investment. In the meantime, founders have a wide range of options that can precisely serve their capital needs.

The various phases of a SaaS company are characterized by growth, scaling, and the further development of the product offering. Founders make decisions, especially in phases two and three, that have long-term effects on growth and the company. 

SaaS finance decisions should be carefully considered in advance. Depending on the type of SaaS financing, the company's shares may be heavily diluted. In the current environment, the cost of capital also plays an essential role.

re:cap_SaaS financing
SaaS-Startups should keep an eye on the cost of capital when financing.

Metrics and KPIs relevant in SaaS financing

Before investors decide for or against a SaaS startup, they look at specific SaaS finance metrics. These KPIs typically only exist for companies with recurring revenue. They include:

  • MRR or ARR
  • Customer Acquisition Costs (CAC)
  • Churn Rates 
  • Profit Margins
  • Customer Lifetime Value (CLTV)
  • Rule of 40

Challenges of SaaS financing

The SaaS market has experienced significant growth in recent years. This has been accompanied by many startups as well as the development of new business models (platform economy). This has now led to challenges in SaaS funding. These include:

  1. Market saturation: the SaaS market is highly competitive, with numerous players vying for market share. Securing funding in a crowded market can be challenging, especially for early-stage startups without a unique value proposition.
  2. Churn and Customer Acquisition Costs: high customer churn rates and escalating customer acquisition costs can deter investors and strain cash flow. SaaS companies must demonstrate effective strategies for reducing churn and acquiring customers cost-effectively.
  3. Valuation pressures: balancing the need for capital with maintaining reasonable valuations can be tricky. Overvaluing or undervaluing a SaaS company can impact fundraising negotiations and long-term growth prospects.
  4. Technological changes: the SaaS industry is characterized by rapid technological advancements and evolving customer preferences. SaaS companies must adapt quickly to remain competitive, which may require continuous funding efforts.

Conclusion: financing SaaS is a different ball game

As for all startups, funding is essential for young companies with a SaaS business model. Yet the SaaS market is highly competitive and continuously growing. From 2012 to 2022, global SaaS revenue increased by more than 900%. The business models of many startups are now focused on SaaS or include corresponding subscription-based components.

By understanding the various types of funding, implementing effective fundraising strategies, and navigating the challenges of the SaaS market, founders can secure the capital needed to scale their businesses.

However, financing a SaaS company works according to different rules. Investors and founders use metrics and KPIs as a basis for their decisions, which play a subordinate role in conventional business models. Due to the comparatively good predictability of revenues, tailored funding is possible. It matches precisely the capital needs of companies.


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How do SaaS companies work?

SaaS stands for Software-as-a-Service and refers to a licensing and distribution model by which companies offer software solutions online as a service.

What growth stages do SaaS companies go through?

After the preparatory early-stage phase, the product goes live, becomes better known, and establishes itself in the market, before the customer base ideally expands significantly and finally either a company sale, a merger, or further growth takes place.

Why is revenue financing ideal for SaaS companies?

In the important second growth phase, when SaaS companies are already on the market and generating recurring revenue, revenue financing provides flexible SaaS funding based on the ARR without dilution or loss of control.

What is ARR?

ARR refers to annual recurring revenue. Specifically, in the subscription economy, ARR refers to the annual value of regular revenue generated through subscriptions.

What does ACV mean?

ACV stands for Annual Contract Value and in a SaaS business, it refers to the average annual value of a subscription - i.e., the holistic contract value excluding one-time fees divided by the contract term in years.


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What is a corporate loan?

As a counterpart to the personal loan, the corporate loan serves entrepreneurial purposes - as a short-term cash injection for liquidity needs or as an investment for long-term growth. Entrepreneurs use the borrowed capital, for example, for new personnel, a larger office, marketing, better hardware, or the company's establishment.

What kind of business loans are there?

A short-term business loan runs for a few months or years, while a long-term loan runs for several years. If a company needs capital quickly, an overdraft is an excellent short-term loan financing option - there are not many conditions to be met for this, as the principle is similar to an overdraft.

What are the providers of business loans?

There are many providers of business loans. Three overriding types come into focus:
- via the principal bank
- state-subsidized
- digital solutions
The first way is via the branch banks. The options are diverse, whether long-term or short-term credit, investment or working capital credit, just like the linked conditions. Subsidized corporate loans are also run through the house bank, but regional or nationwide development banks (such as KfW) are involved here.
Modern solutions come from FinTechs that specialize in smart financing. Whether credit or alternative, this is where startups and large companies meet technology-savvy innovators of the digital age.

What is the advantage of corporate loans?

A corporate loan is usually available quickly. In addition, because it is debt financing, founders do not have to give up control as well as company shares and do not have to share profits with lenders.

What is the disadvantage of business loans?

Business loans come with interest and are often tied to a specific purpose, so entrepreneurs are limited in how they can use the capital. It is also usually a restrictive concept with strict repayment terms, warrants, and very little flexibility - which is why many companies are looking for a suitable loan alternative.

How do credit and loans differ?

Some refer to short-term financial assistance and a smaller amount as a loan and to longer terms and higher capital as a loan. However, the terms are usually used interchangeably.

What are the interest rates on corporate loans?

They can be less than 1% or in the double digits. The credit rating determines this: the higher the risk class, the higher the interest rates. The amount of capital, term and any collateral also determine the interest rate. Therefore, it is always a good idea to compare different corporate loans.

Who grants corporate loans?

Companies can obtain the traditional loan from their principal bank - a government subsidy via federal or regional development banks is also possible. Modern variants come from FinTechs, which use technology-driven solutions for smart financing.

What are the alternatives to corporate loans?

Various financing solutions work with equity and debt. With equity financing such as venture capital, founders lose valuable company shares and often have to give a say. A particularly smart alternative to corporate loans and equity financing is non-dilutive, non-restrictive and very flexible turnover financing.

What is the best credit alternative?

There is no all-comprising answer to this question, as financing is always an individual solution. However, recurring revenue financing is increasingly establishing itself as a particularly attractive and popular alternative to loans and equity financing.

What makes re:cap stand out as an alternative to loans?

With re:cap, SaaS companies can obtain growth capital very easily and quickly - up to 50% of ARR. The innovative funding works with planned revenues and also flexibly aligns repayments accordingly. In addition to on-demand financing, re:cap offers valuable insights and benchmarks on request.


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What does debt financing mean?

In debt financing, companies receive a certain amount of money from an external investor. The company holds the debt capital for a limited period and must be repaid - usually with interest and within a fixed time duration.

What does debt capital include?

Debt capital includes typical liabilities of a company, such as loans, bonds, and provisions, as well as unique forms like deferred income.

What are examples of debt financing?

There are various types of debt financing, which can basically be divided into short-term and long-term debt. Unique and mixed forms are also possible - examples:
- Short-term: overdraft, trade credit, acceptance credit
- Long-term: promissory note loans, bonds, long-term bank loans
- Special form: leasing, factoring, asset-backed securities
- Mixed form: mezzanine as a mix of equity and debt financing

What is short-term debt capital?

Short-term debt capital is provided to companies for a short period of time - repayment usually takes place within a few months. Such capital is primarily used to meet short-term liquidity needs.

What is long-term debt?

Long-term debt capital is provided to companies for a longer period of time - repayment usually occurs within several years. The capital is used for investments.

What is the difference between equity and debt financing?

From the perspective of the capital providers, it is primarily a question of liability because, in the case of equity financing, capital providers are liable for entrepreneurial activities. In return, they usually receive a share and benefit directly from the profits. Because founders relinquish shares and entrepreneurial control, this is referred to as a dilutive type of financing. This is not the case with debt financing, which involves interest and is generally more restrictive.


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How can I finance my startup?

From bank loans to private savings to equity financing: There are many ways to finance a startup - through external providers and your own capital. As a novel and popular solution, so-called revenue financing is also becoming more and more established in Germany.

Which companies fund startups?

In addition to investment companies from the venture capital segment, there are innovative FinTech companies such as re:cap. They innovate to create modern funding solutions. re:cap enables companies in the subscription economy to trade future revenues for on-demand, non-dilutive capital. Fast, transparent and easy.

Who is startup funding with re:cap suitable for?

The funding solution from re:cap is specifically aimed at subscription companies that reach a growing customer base with their already launched product and generate predictable, recurring revenues. In addition, the legal entity must be at least partially located in the EU.

How quickly can I get startup funding?

As long as you are within your financing limit, you can access new funds as often as you like. The financing limit will be increased based on the growth of your business and the track record on the re:cap platform.
The funding will typically arrive in your bank accounts within two business days once it gets approved.


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What is working capital?

Working capital is also called operating working capital. It is the difference between current assets and current liabilities and, as a balance sheet ratio, provides information on companies' capital stock and financial strength.

What does working capital tell us?

The working capital figure shows which funds are tied up in regular company operations - it can also be used to determine whether working capital financing is necessary.

Is high working capital good or bad?

A positive value shows that current assets can cover current liabilities - this is important in terms of the golden rule of the balance sheet. A negative value conveys a risk, because affected companies are considered to be illiquid. This can lead to financial bottlenecks.

Can working capital be too high?

The question of working capital levels is answered differently depending on the company or business model - especially across industries. However, working capital levels that are too high often indicate that working capital is being used less wisely and that too much cash is being tied up.

What are examples of working capital?

In business management, working capital is usually indirect and long-term goods that companies need for their products and services. A distinction is made between tangible resources, such as warehouse and office space, and intangible ones, such as licenses.

How does working capital financing work?

Working capital financing allows companies to increase their working capital and generate positive value. It provides them with short-term cash to pay liabilities or make investments.

What are the different working capital options?

Working capital financing is multifaceted. Depending on the industry and business model, various types may therefore be considered, such as drawing on the credit line, receivables credit, factoring, and inventory lending. Increasingly popular are alternative solutions such as non-dilutive and non-restrictive sales-based financing.


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What is a convertible loan?

The definition of a convertible loan is simple: it is a normal loan in which the company does not repay the borrowed amount after the expiration of the term, but converts it into company shares. It is therefore technically a combination of both equity and debt.

How does a convertible loan work?

The following scenario is a typical example of a convertible loan: A company receives capital with a predefined interest rate. The parties agree on a term and also a discount on the company's shares, which acts as a risk compensation. At the end of the term, the investor receives the shares in the amount of the convertible loan plus interest - so-called qualified capital for the company.

How high are convertible loans?

Usually, convertible loans are around 100,000€ - but they can also be up to 400,000€ and more. To collect as much capital as possible, start-ups often arrange several convertible loans with different investors.

What should a convertible loan agreement regulate?

In principle, there is freedom of contract here - a convertible loan agreement is therefore not subject to any legal rules. The following components are the basis: the amount of the loan, the interest rate and discount, and the term. In addition, some parties agree on a cap (maximum valuation) or a floor (minimum valuation). Subordination is also included in many convertible loan agreements.

What is an alternative to the convertible loan?

Founders can obtain convertible loans quickly and easily and use them flexibly. These advantages also characterize re:cap's convertible financing. However, convertible financing involves giving away shares. This is not the case with re:cap's solution, which is non-dilutive funding for sustainable growth. Therefore, it is an ideal alternative to the convertible loan.


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Is crowdfunding free of charge?

No. In case of success - i.e. if your project reaches its target budget - you pay platform and transaction fees between 4 and 12 percent to the crowdfunding platform. The exact amount depends on the platform. If your campaign fails, you pay nothing.

Why is crowdfunding so popular?

Crowdfunding brings many advantages. The fact that the legal form and creditworthiness of the project do not play a role in crowdfunding certainly plays a major role in its popularity. Thus, especially creative people and artists of all kinds, as well as non-profit initiatives, can collect money for their projects. The positive marketing effects, as well as customer proximity and loyalty, also ensure the good reputation of crowdfunding.

Who is crowdfunding suitable for?

Crowdfunding originates in the artistic sector for financing various creative projects in the fields of music, film, theater, and art. Today, however, it is also used by private individuals, non-profit organizations, and companies of all kinds - whether in the startup phase or as a boost in ongoing operations.

What are the different variants of crowdfunding?

There are four types of crowdfunding, which differ primarily in the consideration:
1) In equity based crowdfunding, investors receive returns on their investments.
2) In reward based crowdfunding, the initiators provide non-cash or intangible compensation for the investment.
3) In donation based crowdfunding, investors donate their contribution.
4) In lending based crowdfunding, the investors grant private loans with a fixed interest rate to the initiators.

How do I receive crowdfunding?

Whether you are a startup or a medium-sized company: crowdfunding can theoretically be 'applied for' by anyone. However, success depends on how many investors are convinced by the project. Anyone who wants to try their hand at crowdfunding must first create a campaign on one of the common crowdfunding platforms and advertise it on their own channels.

Does crowdfunding make sense?

Crowdfunding offers particularly many advantages for private, non-profit, and creative projects - or as a supplement to public funding. In addition, crowdfunding can be particularly worthwhile for early-stage startups that have largely completed their product development and now need fresh capital for growth. Young companies that want to test their business model or product can also benefit from the communication and participation of a crowdfunding campaign - providing an indicator for other forms of financing.

Is crowdfunding proprietary or debt financing?

Crowdfunding is financing based on debt capital. The capital provided comes from a large number of investors, mostly private individuals and companies - the so-called crowd or swarm. Hence the term 'crowd financing'.

What are the alternatives to crowdfunding?

Crowdfunding is considered an alternative financing option, which is opposed by several common alternatives (or supplements). Among them are public funding, corporate credits, venture capital, or even founder competitions. Newer forms of financing, such as re:cap's recurring revenue financing, offer another alternative to crowdfunding.


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What is factoring?

The definition of factoring is simple: to quickly receive the money from open invoices and generate liquidity, companies hire a factor who settles the outstanding payments as an advance and takes over the accounts receivable management. It is therefore a sale of receivables.

How does the selling receivables work?

The factor checks the verity of the invoice and the creditworthiness and default risk of the debtor. Then the factor pays the majority of the outstanding invoice amount to the contracting company, usually within 48 hours. After the factor has collected the receivable from the debtor, the company receives the remaining gross amount that the factor has retained as security.

What types of factoring are there?

Anyone interested in factoring should take a closer look at their options because there are differences. In recourse factoring, the factor bears the full risk of default. Less secure - from the point of view of the selling company - is non-recourse, in which there is no protection against bad debts. If companies do not want their customers to know about factoring, they can choose the silent option.

What are the risks involved in factoring?

Since there is a large number of factoring companies, companies can quickly end up with a provider whose credit rating itself is weak. However, the performance of a factor is not always directly apparent. In the worst case, the assigned factor goes insolvent and the company loses a lot of money. In addition, some customers see it as a sign of mistrust if it is not the company providing the service that demands payment but a third party unknown to them - this could be circumvented by silent factoring.

What are the costs of factoring?

There is no single answer to this question because the fees are very opaque - based on various key business figures. In addition, the total costs are not only made up of a clearly defined factoring fee but of several items. Interest often accrues as well.

What are the most popular alternatives to factoring?

TexSince factoring is revenue-based financing, other revenue financing options are also great alternatives to factoring. This is also true for re:cap's solution - it is tailor-made for companies with a subscription business model that generate predictable, recurring revenue.t


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What are venture capital alternatives?

Venture capital is not suitable at all times - and not for every type of company. Common alternatives are:
- Venture debt (hybrid debt financing),
- Founder competitions,
- Government subsidies
- or alternative forms of financing,such as crowdfunding.
Companies with subscription business models can also exchange their future revenues for immediately available capital - with re:cap financing.

When is venture capital worthwhile?

Generally for founders and entrepreneurs in the growth phase. But not every startup is attractive to investors. Venture capital funding is worthwhile when the business idea is innovative, the sales argument is clearly recognizable, and the founding team is convincing. In addition, the market must promise growth.

How do I get venture capital?

Private venture capitalists, also known as business angels, and so-called venture capital companies provide equity capital. But not just like that. If you want to go into fundraising, you have to be convincing. Prerequisites are a watertight pitch, a realistic understanding of the current company valuation, the amount of capital needed and the time frame in which the capital is needed.

How does venture capital work?

Venture capital is a form of private equity financing in which venture capital companies provide capital to promising unlisted companies in exchange for a stake in the company. Those who want to grow their company with venture capital must first contact investors and convince them of the company's merits.

How long does venture capital take?

Often several months pass between the start of fundraising and the receipt of venture capital. The pitch only follows after the founding team has identified potential investors. Afterward, the company is preliminarily reviewed by the potential investors. If this goes well, a term sheet is signed, followed by due diligence. The capital will flow only when the investment documentation has been completed.
If you can't or don't want to wait that long, you can look for alternative forms of financing like the one offered by re:cap. With re:cap you can bridge the time to the next round and thus, optimize the upcoming financing round. At the same time, this increases your options when looking for investors.


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What is alternative financing?

These are forms of financing that companies can use as an alternative to established models such as loans - they are often modern solutions that are quickly and easily available digitally.

What are the different types of alternative financing?

The market for alternative financing options is growing, so companies can already choose a model that suits them individually. The better-known ones include convertible loans, factoring, crowdfunding, and venture debt. Alternative debt instruments, including recurring revenue financing or revenue-based financing, which have been successfully established in the U.S., are still rather new in Germany but becoming increasingly well-known and popular.