Free tool · Agency health score
How Resilient is Your Agency, Really?
Fifteen questions across revenue concentration, pipeline, team retention, process maturity, and financial health. Get a score, a band, and three things to fix first — in under three minutes.
Five places — where agencies break
Agencies don’t fail because the work is bad. They fail because one of five underlying structures gets too thin to absorb a shock — a lost client, a senior departure, a slow quarter, a delayed invoice. The diagnostic measures all five.
Revenue concentration
How exposed are you to one or two anchor clients? The most common way an agency dies is the slow loss of a single account that was quietly funding everything else.
Pipeline diversity
Where does new work actually come from? Agencies that rely on a single channel — referrals, one rainmaker partner, one inbound source — are one bad quarter away from a crisis.
Team retention
Senior staff carry the institutional memory of every account. Attrition above 20% — or below the surface, in nights and weekends — is the leading indicator of delivery failure.
Process maturity
When estimating, onboarding, and post-mortems live in someone’s head, every project starts from zero. Mature processes are how agencies scale quality, not just headcount.
Financial health
Margin, cash reserves, and days-to-pay. A healthy P&L with three months of cash is the difference between a strategic decision and a desperate one.
A high score on four categories and a low score on the fifth is more dangerous than a middling score across the board. Agencies don’t fail at their average — they fail at their weakest point. The diagnostic surfaces the weakest point.
Run it on a Tuesday morning before the leadership meeting. Have each partner score independently and compare. The gaps between scores are usually more revealing than the scores themselves.
Score your agency
Pick the option that best matches your agency today, not the one you’re working toward. Your answers stay in your browser — nothing is sent or stored.
Revenue concentration
How exposed is the business to a single client or a small handful? The most common way an agency dies is the quiet loss of one anchor account.
What share of revenue comes from your single largest client?
How many clients account for 80% of revenue?
What's the average tenure of your top five clients?
Scoring: each question is worth 1–4 points; 60 max. Bands: 50+ Strong, 38–49 Solid, 25–37 Fragile, below 25 Critical. The diagnostic is meant as a starting conversation, not a substitute for a proper financial and operational review.
The score is only useful — if the inputs are honest
Four rules for getting something useful out of the diagnostic. Most agencies who run it once and dismiss the result have broken one of them.
Answer honestly, not aspirationally
The diagnostic is only useful if the inputs are real. Score the agency as it operates today, not as you intend it to operate by year-end. Optimistic answers produce comforting scores and unchanged behaviour.
Pull the actual numbers
For revenue concentration, pipeline depth, and financial health, take ten minutes to check the numbers in your accounting and CRM tools. Estimating from memory consistently overstates diversity and understates concentration.
Read the band, not just the number
The point of the score is the band: Critical, Fragile, Solid, or Strong. A 47 and a 49 are functionally the same conversation — both Solid, both with one or two soft spots to address.
Act on the weakest two categories
A balanced 50 beats a lopsided 55 every time. The recommendations on the right surface the lowest-scoring categories — fix those before reaching for the high scorers. Most agencies fail at their weakest point, not their average.
Common questions about — the diagnostic
Methodology, scoring, and what to do with the result. Still stuck? Book a walkthrough and we’ll go through your score together.
How was the scoring designed?
The 15 questions are organised across five categories — revenue concentration, pipeline diversity, team retention, process maturity, and financial health — that consistently appear in independent agency benchmarks (SoDA, Promethean, AdAge, RSW/US) as the leading indicators of resilience. Each question is scored 1–4, giving 60 total points. The bands (Strong 50+, Solid 38–49, Fragile 25–37, Critical below 25) were calibrated against the score distribution from agencies in the Multiply network.
Why these five categories?
When agencies fail, they fail along one of these five axes. Revenue and pipeline cover where work comes from. Team and process cover how it gets delivered. Financial health is the buffer that lets you survive the first failure of any of the other four. The categories cover the surface area of operational risk without becoming a 50-question audit.
How long does it take to complete?
Three minutes if you have a rough sense of your numbers. Ten minutes if you want to pull the actuals from your CRM and accounting tools — which we recommend for at least the revenue and finance questions, where memory consistently misleads.
Can I share my score with my team?
Yes. Once the diagnostic is complete, the Copy result button puts a formatted summary on your clipboard — score, band, per-category breakdown, and the top three recommendations — ready to paste into Slack, an email, or a leadership doc. Many agencies run the diagnostic as a leadership-team exercise and discuss the gaps between individual scores.
How often should I rerun the diagnostic?
At minimum once a year, ideally at the start of your planning cycle. Rerun it immediately after a major event — losing an anchor client, a senior departure, a significant hire, a slow quarter. The score is most useful as a trend line: a 42 last year and a 38 this year is a more important signal than the absolute number.
Is the data stored anywhere?
No. The diagnostic runs entirely in your browser — nothing is sent to a server, no email is required, no account is created. If you close the tab, your answers are gone. Copy your result before navigating away if you want to keep it.
A health score is a snapshot — Multiply is how you compound the improvements
Multiply is the AI operating system for creative agencies: one living view of every brand you work on, briefs and proposals drafted with the full account context, and signals from calls and news turned into shippable opportunities. The diagnostic tells you what to fix; Multiply gives the team the time and context to fix it.