Net New Money (NNM)
Net inflow of new client funds after accounting for withdrawals in a period
What is Net New Money (NNM)?
Net new money is the value of new client deposits minus client withdrawals in a period. It shows how much money clients are really adding to or taking out of a financial firm, excluding market movements.
It is the clearest measure of sales and client retention in wealth and asset management.
How this KPI is measured
- Function
- Sales
- Sub-function
- Assets Under Management
- Industry
- Financial Services
- Type
- Lagging
- Impact
- Revenue
- Unit
- $
- Measurement frequency
- Monthly / Quarterly
- Formula
- New client deposits − Client withdrawals in period
How to calculate it
Subtract client withdrawals from new client deposits in the period.
For example, if clients deposited 80,000,000 and withdrew 50,000,000, net new money is 30,000,000.
Keep it separate from market gains and losses, and look at it as a percentage of opening assets to compare across firm sizes.
Where it is used
Measuring sales success
Show how much real business is being won.
Spotting retention problems
Watch for rising withdrawals.
Comparing teams
Assess advisers and teams on new business.
How to improve it
Tips and common mistakes
- Large single transfers can distort a period.
- Read it as a percentage of assets for context.
- Retention matters as much as winning.
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