As CEOs of tech scaleups, we’re constantly faced with a critical question: should we focus our energy on acquiring new customers or on retaining the ones we already have?

In a recent episode of Wisdom From Wizards, I sat down with Natalie Ruiz, CEO of AnswerConnect, to tackle this very dilemma. Wisdom From Wizards is brought to you by Caribou Strategic, helping tech scaleups stand out and succeed.

Retention vs. Acquisition: The CEO’s Choice

When asked to choose between doubling down on customer retention or accelerating new customer acquisition, Natalie didn’t hesitate: retention, no question.

This is notable given her strong sales background. While acquisition is exciting and essential for growth, Natalie made a compelling case that the business impact of retention is far more powerful in the long run.

Why Retention Matters More Than You Think

Natalie explained that loyal customers:

• Drive predictable, recurring revenue
• Lower the cost of constantly chasing new opportunities
• Provide a foundation for sustainable growth

Even more, she highlighted the personal satisfaction that comes from seeing long-term clients evolve, grow, and thrive alongside AnswerConnect. Retention isn’t just about stability — it’s about building meaningful relationships that create lasting impact.

What Scaleup CEOs Can Learn

For CEOs navigating the challenges of scaling, Natalie’s insight is a reminder that growth isn’t just about chasing the next new logo. True scale comes from building trust, nurturing relationships, and creating an environment where customers want to stay and expand their commitment over time.

When you retain customers, you reduce volatility, increase predictability, and create space to innovate without the constant pressure of filling gaps.

Final Thought

Natalie’s perspective reframes the CEO’s growth playbook: acquisition may fuel the engine, but retention keeps it running smoothly.

What about you? If you had to pick one lever today, would you prioritize retention or acquisition?

If you’re a CEO who refuses to plateau, let’s talk.