Pineapple revenue and customer scorecard
September closed at £1,520.22 in monthly recurring revenue and 118 active paying customers. The latest snapshot in this guide covers 30 October 2026 at 18:11 UTC. We reviewed the completed billing export and its provider-verification flags on 30 October; these figures remain a dated record.
Conceptual illustration. It does not show the Pineapple interface or a measured result.
September close and October so far
Measure | September 2026, closed | October through 30 October, open |
|---|---|---|
Monthly recurring revenue, GBP | £1,520.22 | £1,394.01 |
Active paying customers | 118 | 111 |
First paying customers | 1 | 0 observed |
Customers lost from the opening active base | 1 | 7 observed |
Returning customers | 1 | 0 observed |
Net change in active customers | +1 | −7 so far |
September opened with 117 active customers. One first payer, one returning customer and one lost customer leave 118. October opened with 118 active customers and has 111 at this cutoff, a net change of −7. The current snapshot contains 119 active subscriptions; subscriptions and customers are different counts. Loss from the active base does not establish a voluntary cancellation. October's incomplete period must not be compared with a full month as a final growth result.
The existing reporting pipeline marks these rows as verified for acquisition, closing balance and lifecycle history. It joins Stripe and Paddle history to stable business identities and checks the current subscription state against both providers. This handbook reproduces the existing reporting method; it does not independently audit the payment providers.
MRR is the monthly equivalent of recurring plan prices before discounts, tax and fees. Annual prices are divided by twelve. It is not cash received or profit. Converted amounts use dated ECB exchange rates: 30 September for the September close and 30 October for the current snapshot. Internal accounts and non-paying subscription states are excluded.
Correction history
30 October: refreshed the open October snapshot from the existing verified billing export. The September close is unchanged. Earlier October figures remain dated snapshots, not a final monthly result.
18 October: the first draft incorrectly labelled the old September provider snapshot as USD. That historical amount was £1,524.88 GBP, with 126 provider-reported customers. It was provisional and covered a different scope. The maintained scorecard now uses the reconciled reporting pipeline above. The difference between those two sources is not a business growth calculation.
ProfitWell is retired from current reporting. Its old records remain historical evidence, not an additional revenue stream to add to Stripe or Paddle.
Customer outcomes need their own clocks
The September signup cohort contains 381 people and the product had 441 monthly active users. These are analytics counts, not paying customers.
The seven-day figure of 6.82% means that 26 of those 381 signup people had a recorded view of the publish dialog within seven days of signup. The underlying analytics event is Publish Modal: Show; the reviewed export was fetched on 21 October. This is a mature, blended signup cohort, without the service-business or country filters used for our customer focus. Opening the publish dialog does not prove that a page was published, a payment was made or a custom domain went live.
September's thirty-day signup-to-paid result was still pending in the reviewed KPI report. Its final observation windows ended on 31 October. Elapsed time alone does not establish complete billing-linked identities; a completed, billing-linked result must be checked before replacing pending with a rate. A paid event during September is not automatically a conversion from a September signup.
Business question | Evidence required |
|---|---|
Are suitable businesses arriving? | A fixed signup period and stated customer definition |
Do they pay within thirty days? | Billing-linked identities and a mature signup cohort |
Do new paying customers get their own domain live within seven days? | Paid-start records plus verified domain state |
Do they stay paid at day thirty or sixty? | Billing history and an eligible cohort denominator |
What we can decide from this evidence
The billing snapshot shows a smaller active customer base so far in October. It does not explain each loss or identify the main obstacle to growth. This public package does not contain current, reviewed customer-focus conversion, paid-to-own-domain success or retention results sufficient to rank those obstacles. Missing evidence is not a zero result.
An assistant can prepare questions and a source-limited decision brief using these pages. A diagnosis or recovery recommendation needs the relevant maintained evidence and appropriate access. Use the current strategy to distinguish recorded priorities from a new decision.
What the business costs
Pineapple sells website subscriptions, with additional purchases described on the pricing page. Revenue alone cannot show whether the business is healthy. A verified operating-cost total, profit, and company-wide AI cost per completed task are not available in this package. We will not fill those gaps with estimates.
Measuring the AI work
The first real workflow records one prepared FAQ revision, its sources, checks and remaining human decision. It is one assisted example, not an autonomous success rate. Model billing, Peter's review minutes and time saved were not measured.
Use the metric template to keep a number's definition, period, source and limits together. Unknown means missing evidence; zero means a completed measurement found none.
Updated 1 November 2026.
