Rentokil Initial
rentokil-initial.com ↗In their words
“Our customer retention rate has nudged up again from the half year stage to 80.9%”
“Customer retention remained strong at 85.2%”
“Customer retention now at 80.3%, ahead of the 79.3% for the same period last year”
Disclosed NPS over time
Every Net Promoter Score Rentokil Initial has published, by date.
NPS disclosures (13)
Customer satisfaction (Customer Voice Counts) 44.5 43.0
…Our CVC Net Promoter Score was up at 60.6, an increase of 2.8 points. • Pest Control remained our highest-rated category, at 61.2, an increase of 2.2 points on last year.
Overall, we have seen a 5.3 point year-on-year improvement in US Commercial Pest customer Net Promoter Scores (NPS), with a 3.1 point year-on-year increase for US Residential customers, and an improvement in customer retention of 0.4%pts to 80.5% in…
So we measure customer happiness. We measure NPS.
…Our CVC Net Promoter Score increased by 1.0 points to 51.8. • Our category analysis shows that Pest Control is our highest rated category, at 55.0, broadly flat on last year.
And indeed, in 2024, we delivered improved levels of customer satisfaction with a further one point increase in our Net Promoter Score and increased customer retention, which rose by 50 basis points.
Customer satisfaction was also positive, with an improved overall Net Promoter Score of +53.3. North American bolt-on M&A programme continued, with the purchase of 13 businesses with combined revenues of c.£69m in the year prior to purchase.
…margin performance has been underpinned by the U.K.'s service performance reaching an all-time high, reflected in an excellent Net Promoter Score, which also sustained strong customer retention rate, and colleague retention in the region is at 84.4%,…
The margin performance has been underpinned by the UK's regional service performance (State of Service) reaching an all-time high, reflected in an excellent Net Promoter Score of 70%.
Customer satisfaction in Terminix was excellent, with a Net Promoter Score of 64.9 (+1.5% in 2023). We began rolling out Rentokil technology solutions, with a residential self-service portal for bill payments and appointments launched across 18 brands.
Customer satisfaction was also positive, with an excellent Terminix Net Promoter Score of 64.9, up 1.5 on the prior year. Notwithstanding the considerable focus required to complete the Terminix transaction, our North American bolt- on M&A programme…
Commentary on performance A Overall Net Promoter Score (NPS) for 2022 was 44.6 (all regions and categories), a slight decrease of 0.5 points on the prior year.
Category growth was accompanied by an increase in customer satisfaction with Net Promoter Score in Hygiene & Wellbeing up 3.7 points year on year and ahead of pre-COVID levels.
Retention disclosures (49)
Retention rate (International): 86.1% (H1 2026) — “International customer retention of 86.1% (H125: 85.2%) is up 0.1%pts compared to Q1”
Retention rate (North America): 80.7% (H1 2026) — “North America customer retention of 80.7% (H125: 80.5%) is up 0.2%pts year-on-year”
Retention rate (International): 85.7% (FY2025) — “International region delivered a 0.6 percentage point increase to 85.7%.”
Retention rate: 82.6% (FY2025) — “Overall customer retention was up 0.5 percentage points at 82.6%.”
Retention rate (International (Pacific)): 85.7% (FY2025) — “Customer retention improved to 85.7% (FY24: 85.1%)”
Retention rate (North America): 80.5% (FY2025) — “North America customer retention improved to 80.5%. (FY24: 80.1%)”
Retention rate (North America): 80.9% (Q3 2025) — “our customer retention rate has nudged up again from the half year stage to 80.9%”
Retention rate (Europe, Asia, MENAT): 85.2% (Q2 2025) — “customer retention remained strong at 85.2%”
Retention rate (North America): 80.3% (Q2 2025) — “customer retention now at 80.3%, ahead of the 79.3% for the same period last year”
Retention rate (UK & Sub-Saharan Africa): 86% (FY2024) — “Customer retention for the full year was roughly stable at 86.0% (FY 23: 86.9%)”
Retention rate (Europe and LATAM (AER)): 88.3% (FY2024) — “Customer retention has remained strong at 88.3% (FY 23: 88.4%)”
Retention rate (North America): 80.5% (H1 2025) — “Improved Customer retention: 80.5% (H1 24: 79.8%)”
Retention rate (North America): 80.4% (Q1 2025) — “customer retention increased by a further 30 basis points to 80.4%”
Retention rate (North America Pest Control): 80.1% (FY2024) — “North America customer retention ended the year at 80.1% (2023: 79.5%)”
Retention rate: 82.8% (FY2024) — “Total customer retention 82.8% 2023: 82.3%”
Retention rate (International): 86% (Q4 2024) — “strong customer retention of 86%”
Rentokil's earnings reveal encouraging improvement in both employee and customer retention metrics.
Retention rate (UK & Sub-Saharan Africa): 86.9% (FY2024) — “Customer retention for the full year was roughly stable at 86.0% (FY 23: 86.9%)”
Retention rate (Europe and LATAM (AER)): 88.4% (FY2024) — “Customer retention has remained strong at 88.3% (FY 23: 88.4%)”
Retention rate (North America): 80.1% (FY2024) — “Total customer retention in North America increased to 80.1% (FY 23: 79.5%)”
Rentokil's integration of Terminix expected to improve customer retention rates and service quality.
Retention rate (France Workwear): 94.4% (H1 2024) — “High customer retention of over 94.4% supported France Workwear's continued good volumes”
Retention rate (Pacific): 85.7% (H1 2024) — “The customer retention rate remained strong at 85.7% (FY 23: 86.5%)”
Retention rate (Asia): 80.4% (H1 2024) — “Customer retention was up to 80.4% (FY 23: 78.7%)”
Retention rate (UK & Sub-Saharan Africa): 86.4% (H1 2024) — “sustained the region's strong customer retention rate of 86.4% (FY 23: 86.9%)”
Retention rate (Europe & Latin America): 88.5% (H1 2024) — “Customer retention has remained very strong, up further to 88.5% (FY 23: 88.4%.)”
Retention rate (North America): 79.8% (H1 2024) — “Customer retention in North America was stable across the half year at 79.8% (FY 23: 79.5%)”
Retention rate: 85% (Q1 2024) — “Customer retention for the group is around about the 85% mark”
Retention rate (U.S. business): 80% (Q1 2024) — “customer retention in our U.S. business is around about the 80% mark”
Retention rate: 82.3% (FY2023) — “Total customer retention2 W 82.3% -10bps 2022: 82.4%”
Retention rate (Pacific): 86.5% (FY2023) — “The customer retention rate remained strong at 86.5% (FY 22: 88.8%).”
Retention rate (Asia & MENAT): 78.7% (FY2023) — “Customer retention was 78.7% (FY 22: 81.3%).”
Retention rate (UK & Sub-Saharan Africa): 86.9% (FY2023) — “further improved customer retention rate of 86.9% (FY 22: 86.6%)”
Retention rate (Europe and LATAM): 88.4% (FY2023) — “Customer retention has remained strong at 88.4% (FY 22: 88.5%.)”
Retention rate (North America): 79.5% (FY2023) — “total customer retention in North America slightly increased to 79.5% (FY 22: 79.3%)”
Retention rate (renewable customers): 85.4% (FY2022) — “Customer Retention is calculated on a rolling, 12-month basis...It is defined as the total portfolio value of customers retained as a percentage of the opening portfolio. Customer Retention was 85.4% in the year ended 31 December 2022”
Fitch Ratings reports Rentokil Initial's global customer retention rate of approximately 85%, with regional variation (88% Europe, 83% North America including Terminix).
Rentokil reports that customer retention rates remained resilient despite macroeconomic headwinds affecting new residential customer acquisition.
Retention rate (Pacific): 88.1% (H1 2023) — “customer retention rate remained in the high 80s at 88.1% (FY 22: 88.8%)”
Retention rate (Asia): 80.6% (H1 2023) — “Customer retention was 80.6% (FY 22: 81.3%)”
Retention rate (UK & Sub-Saharan Africa): 86.7% (H1 2023) — “customer retention rate that has slightly improved to 86.7% (FY 22: 86.6%)”
Retention rate (Europe and Latin America): 88.3% (H1 2023) — “Customer retention has remained strong at 88.3% (FY 22: 88.5%.)”
Retention rate (North America): 83.5% (H1 2023) — “total customer retention in North America increased to 83.5% (FY 22: 83.3%)”
Retention rate: 85.4% (FY2022) — “Total client retention1 W 85.4% +0bps 2021: 85.4%”
Retention rate (Pacific): 88.8% (FY2022) — “The customer retention rate remained in the high 80s at 88.8% (FY 21: 89.0%)”
Retention rate (Asia): 81.3% (FY2022) — “Customer retention was 81.3% (FY 21: 80.8%)”
Retention rate (UK & Ireland): 86.6% (FY2022) — “improved customer retention rate, up over 1 percentage point to 86.6% (FY 21: 85.4%)”
Retention rate (Europe & Latin America): 88.5% (FY2022) — “Customer retention has nevertheless remained strong at 88.5% (FY 21: 87.5%.)”
Retention rate (Rentokil North America): 82.7% (FY2022) — “customer retention at Rentokil North America reduced only slightly to 82.7% (FY 21: 84.1%)”
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About these figures
Every figure here was publicly disclosed by the named company: press releases, annual reports, SEC filings, earnings calls and news coverage. Companies tend to publish their NPS when it is good, so these numbers run higher than a true industry average: read them as what leading companies in this vertical say publicly, not as an industry benchmark.
NPS runs from −100 to +100. Retention figures are reported as the company defines them (net revenue retention, gross revenue retention, customer retention rate, churn). Every entry links to its source in the full database.