Net Retained Value (NRV) is a Key Performance Indicator that tracks the change in value of repeat customers from last year to this year. In other words, it is the difference between Retention in the Current Year (Retention CY) and Retention in the Previous Year (Retention PY). It is difficult for a company to grow unless their Net Retained Value is positive. The goal is to retain repeat customers that produce more value this year than they did last year.