Vendep B2B SaaS predictions for 2024

2023 was a turbulent year for startups. Many had to reduce staff and focus on core operations, and aim for a break-even scenario with reduced growth targets. However, entrepreneurs sometimes fail to realize that growth during times like this is still a great result! It is proof of the resilience of the subscription model and the must-have products they have built with their teams.

As we approach 2024, the B2B SaaS industry is gearing up for an exciting but unpredictable ride. We are not able to predict the future, but we have identified some trends that may significantly impact the B2B SaaS space. This blog post will explore the potential twists and turns that may define your year 2024.


AI dominance: Navigating the peaks and troughs

In the rapidly evolving landscape of B2B SaaS, the winds of change are ushering in a new era, with artificial intelligence (AI) taking center stage. Infrastructure companies specializing in AI, machine learning (ML), and large language models (LLMs) are experiencing a surge in both funding rounds and valuations. This marks a significant shift from the early adoption phase to the early majority, indicating the industry’s fast maturation.

Generative AI-driven vertical-specific SaaS solutions are elevating content creation from mere automation to curated experiences. White-label SaaS solutions are also gaining traction, allowing companies to offer personalized customer experiences and customer support.

However, not everyone is singing the praises of LLMs. Some contrarians argue that these models have peaked, riding on inflated expectations, and are poised to descend into the trough of disillusionment in 2024. The debate over the sustainability of LLMs is intense, especially as deeply verticalized LLMs, armed with proprietary data access, thrive while thinner chatGPT overlays struggle to secure further funding.

We predict an increase in serious incidents where LLMs inadvertently expose enterprise data, personally identifiable information (PII), and other confidential information. Additionally, the negative effects of AI and automation can be seen in the form of more rapid hacks and zero-day exploits, which creates a need for advanced security tools specifically designed for SaaS platforms.


Financial realities

Series A and B rounds are poised for a comeback, injecting new life into early-stage ventures. However, the road to recovery for Series B+ funding might be longer, with companies grappling to meet earlier valuations. The need to raise further funding from existing investors continues to be a factor.

Considering all this, profitability will still be a driving force for SaaS companies. This trend is expected to trickle down to earlier-stage companies, shaping strategies to achieve profitability sooner to attract investors. The “growth at all costs” era still seems to be still on pause, with companies prioritizing sustainable financial practices.

An increasing number of B2B SaaS companies are also embedding payment processes in-house to keep an eye on profitability. This strategic move aims to improve the bottom line and offer end-to-end customer experiences.


Metrics and growth outlook

R&D expenses are on a downward trend, making way for increased investment in sales & marketing to fuel growth. Net Revenue Retention (NRR) remains a key metric, with a tighter spread of data points indicating a greater emphasis on customer retention and upsell as efficient avenues for sustained growth.

Median growth for companies with less than $5 million in Annual Recurring Revenue (ARR) experienced a decline from 100% in 2021 to 38% in 2022. While 2023 seems to maintain the level, a slight growth uptick in 2024 is expected as companies adapt operations for increased cost efficiency.



Beyond the tech-centric developments, a broader shift is underway as sustainability becomes integral to company culture. B2B SaaS is pivotal in executing and monitoring Environmental, Social, and Governance (ESG) initiatives. This emerging momentum towards “SaaStainability” underscores a growing commitment to good governance and social responsibility within the industry.



In conclusion, the B2B SaaS landscape of 2024 is poised for transformation, with AI at the forefront, financial strategies evolving, and a heightened focus on sustainability. As we navigate these dynamic shifts, the only certainty is that the journey promises to be as unpredictable as it is exciting.



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