The retainer model is the closest thing freelancing has to a salary.
Fixed monthly income. No proposal writing every few weeks. No revenue gaps between projects. One good retainer client can underpin your entire business.
Here is how to structure one properly.
What a retainer actually is
A retainer is a recurring monthly arrangement where a client pays a fixed fee for a defined scope of work or availability. The key word is defined — a vague retainer is just a permanent project with no end date.
Good retainer: "20 hours per month of copywriting, delivered in two batches of 10 hours on the 5th and 20th."
Bad retainer: "Monthly support as needed."
The first creates a sustainable arrangement. The second creates resentment when one party's definition of "as needed" differs from the other's.
The three types of retainer
Time-based. Client buys X hours per month. What happens if unused? Roll over (bad for you) or use it or lose it (better). Define this.
Deliverables-based. Client gets X deliverables per month — 4 blog posts, 2 strategy sessions, 1 monthly report. Cleaner than time-based because both sides can measure it.
Availability-based. Client is buying your capacity: first dibs on your time, guaranteed response windows, priority access. Common for consultants. Works well if scoped tightly.
Pricing a retainer
Retainers command a slight premium over project work because the client gets priority access and you get stability. 10-20% above your standard rate is reasonable.
Do not underprice for "guaranteed income." A below-rate retainer feels like a favour that slowly turns into resentment.
The kill clause
Every retainer needs a mutual termination clause. Standard: 30 days notice from either side. Without it, you have no clean exit.
Include it. You will be glad it is there.
Starting the conversation
Most retainers begin with a successful project. The natural moment to propose one: at project completion, when the client asks what comes next.
"We could continue on an ongoing basis. I typically structure that as [X hours/deliverables] per month for [£Y]. Would that be useful?"
Direct. Simple. Gives them something concrete to react to.
The templates
The Contract Template Pack (£9) includes a retainer agreement template covering all of the above — scope, pricing, termination, and IP.
Do you have retainer clients? How did you land the first one?
Top comments (0)