Profit Check · free
How healthy is your agency, by the numbers?
Five numbers and three questions, about three minutes. You’ll get a score against published benchmarks, an estimate of your profit gap, and a recommended next step. Everything runs in your browser; nothing is stored.
Your results
Fill in your numbers to see your score.
- A score out of 100against published benchmarks, with sources
- Your estimated profit gapin dollars a year, clearly labeled as an estimate
- The three causesvisibility, structure and pay, rated
- A recommended next stepusually the $10K Profit Diagnostic
How we score
Benchmarks, labeled honestly.
Benchmarks from different sources measure different things. Here’s exactly what each comparison is based on.
| Measure | Healthy | Watch | Basis |
|---|---|---|---|
| Net profit margin | 20%+ | 15–20% | Practitioner framework: AMI’s 55/25/20 split puts profit at about 20% of AGI.1 For context, digital agencies averaged 13% after tax in 2025, and 9% at 25–49 people.2 |
| Billable utilization | 60%+ | 45–60% | Practitioner opinion: audited utilization often near 40% vs a realistic 60% target.1 |
| Revenue (AGI) per person | $175K+ | $140K–$175K | Practitioner rule of thumb: about $175K of AGI supports each $96K loaded hire.1 |
| Average project margin | 35%+ | 25–35% | Agency industry survey: among agencies that track it, the average project margin was 35% in 2025.2 |
| Staff turnover | 15% or less | 15–25% | Agency industry survey: average blended turnover was 19% in 2025, down from 23% in 2024.3 |
The cut-offs around each survey average or target, and how answers roll up into the three causes, are our own judgment. Net margin counts double in the score because it’s the outcome the others drive.
Sources
- Agency Management Institute, profitability webinar summary with Parakeeto (Sept 2025). Practitioner opinion and rules of thumb from webinar notes, not a benchmark study.
- Promethean Research, “How Profitable Are Digital Agencies?” (April 2026), drawing on its State of Digital Services surveys of agency owners and managers (2026 edition: 119 respondents, 74% US, 12% Canada). Agency industry survey; net margins are after tax.
- Promethean Research, State of Digital Services 2026 (119 agency leaders surveyed February 2026; 74% US, 12% Canada). Agency industry survey.