Return on Equity (ROE)

What is Return on Equity?

ROE measures how much profit you generate for every dollar of shareholder equity. It answers: how effectively are you turning investor capital into profits?

Why ROE Matters for Founders

ROE tells investors whether their money is working hard. A SaaS company that raised $5M and generates $500K in annual profit has a 10% ROE. That same profit on $2M in equity would be 25% ROE, a much more efficient use of capital.

For bootstrapped founders, ROE reflects how well you are compounding your retained earnings. High ROE means you are reinvesting profits effectively rather than letting cash sit idle.

ROE vs ROA

ROE focuses on shareholder returns. ROA focuses on asset efficiency. A company can have high ROE but low ROA if it uses significant debt. For equity investors, ROE is often the more relevant metric.

Your SaaS company has:

• Net Income: $400,000
• Shareholders' Equity: $2,000,000

ROE = ($400,000 ÷ $2,000,000) × 100 = 20%

For every dollar of equity invested, you generate 20 cents in profit. That is a strong return that would satisfy most investors.