P
Position
Align pricing to your growth strategy, ICP and differentiation.
Ties to ARR · market share
Turn AI features
into AI revenue.
If growth has flattened at the same number for four quarters, if your best customers are buying fewer seats every renewal, or if what you actually collect keeps drifting below list price, the problem usually sits in your commercial architecture. This is the practice that rebuilds it.
Get your custom pricing maturity profile in 5 minutes.
- 12–45%
- Top-line uplift
- 25+
- B2B SaaS engagements
- 15 yrs
- Pricing leadership
Client experience across
CIMA-qualified Executive MBA 15 years pricing leadership 25+ B2B SaaS engagements Featured on Impact Pricing and The Pricing Spotlight
Partners CompeteraTogai by ZuoraAskValorB2B Growth ExpoNordic Tech Accelerators
Communities SaaStrSaaStockSaaSiestKiwiSaaS
The quick number
What could a pricing redesign be worth to you?
Set the slider to your ARR. The figure is modelled from completed pricing redesign engagements: smaller portfolios move further in percentage terms, larger ones in cash.
Backed by our performance guarantee, subject to T&Cs. Individual results in the case studies.
The cause
Your pricing was broken
long before the AI arrived.
Most companies bolted AI onto a pricing structure that was never designed to capture AI value: a toggle here, an AI-powered label there, a $10 per user add-on, and then a long wait for conversion that never came.
The product did its job. The pricing model around it never caught up, and the gap usually shows up at renewal first: softening NRR, inference costs eroding margin, a procurement question with no clean answer. If your pricing model was designed before you had AI in your product, it's probably due a rethink.
The adoption-to-revenue gap
Shipped AI features in 2025 76%
Seeing meaningful revenue impact <10%
Most of the gap comes from pricing rather than product. Source: Simon-Kucher.
What closing it is worth
01
120%
NRR where AI is priced on outcomes rather than access
02
+30–50%
valuation premium at 120% NRR vs 100%
Where to price
You are almost certainly pricing the wrong end of this.
Every AI feature runs from inputs, through actions, to outcomes. Most pricing was set at the input end, before the product had AI, and never moved. The further right you price, the more revenue tracks the value the customer actually receives.
- 01
Inputs
What goes inSeats · tokens · capacityYou charge for access. The cleanest model to sell, and the first to break: as the AI does more of the work, customers need fewer seats. Per-seat quietly becomes a contraction engine.
Where most SaaS still prices - 02
Actions
What it doesCredits · per-action · usageYou charge for work done: a record updated, a case resolved. Agentforce charges $0.10 an action. Better aligned to value, but credit complexity can stall the very deals it is meant to expand.
Where the market is moving - 03
Outcomes
What it's worthResolution · revenue · saved costYou charge for the result: the ticket closed, the hours given back. Hardest to instrument, highest pricing power. Where 110%+ NRR lives, and where customers stop comparing you on rate card.
Where pricing power compounds 110%+ NRR
The question every pricing model has to answer: what is yours actually rewarding your customers for? If the honest answer is "logging in," the model was built for a product you no longer sell.
The ceiling
Growth stalls at the same number every quarter for a reason.
A revenue ceiling is rarely one thing. It is usually four leaks running at once, and each is small enough on its own to be explained away.
- Discount leakage
List price says one thing, realised price says another. Nobody tracks the gap until an acquirer finds it in diligence.
- The wrong value metric
You charge for access while your customers buy outcomes. Revenue is capped by their headcount instead of scaling with the value you deliver.
- No expansion trigger
Growth depends on someone in customer success remembering to ask. It should depend on the product creating the moment.
- Renewal pricing you cannot defend
Without ROI data, a 10% increase reads as inflation. Customers who like the product still push back.
Any one costs a few points. Together they set a ceiling no amount of pipeline will break through. Finding which of the four is costing you most is the first week of a PROFIT+ engagement.
Take the pricing scorecard Scored across all four leaks, results in your inbox in five minutes.
The method
The system behind every number on this page.
PROFIT+ is a structured, data-driven framework: six steps, each tied to a number your board already tracks, run as a loop so pricing keeps improving after the engagement ends. It exists because most pricing advice, however experienced, is still a well-dressed guess.
Every step ladders back to a number your board already tracks, so pricing becomes a growth lever instead of an annual scramble to patch leaks.
Each case study below came out of this exact sequence.
Proof
Results with names and numbers attached.
GivePanel Bootstrapped → Series A · $3M–$12M ARR
−35% → +106%
ARR turnaround over 12 months
A product-market-pricing fit crisis turned into 106% ARR growth by re-anchoring the price to fundraising outcomes.
PROFIT+ Position · Research · Optimise Read
Workforce SaaS Series A · $12M–$35M ARR
42%
of customers upgraded within 90 days
An AI scheduling feature they were giving away became a tier priced at a fraction of the value it created.
PROFIT+ Research · Optimise · Fuel Read
CRM / RevTech Series B · $15M–$50M ARR
102% → 110%
NRR recovery in two quarters
NRR falling as AI made customers efficient with fewer seats was reversed with a hybrid usage model.
PROFIT+ Position · Optimise · Track Read
H&S Compliance SaaS Series A · $8M–$20M ARR
$4.5M
net new ARR, no product change
One pricing tier for everyone became three, aligned to value, adding $4.5M ARR from existing customers.
PROFIT+ Research · Optimise · Implement Read
Some clients are named, some are not, depending on what each has agreed to. Full references available on a call. Six more case studies, across LegalTech, EdTech, HRTech, RegTech, document intelligence and enterprise governance, on the case studies page.
After it lands
What the work looks like after it lands.
GivePanel on the twelve months that followed the engagement 3 min
ARR was declining 35% year on year when the engagement started. The founder describes the turnaround to 106% growth, on camera, with the numbers.
“Ayon and the team at Biz Growth Spurt stripped our pricing back to the bare bones — what, why and how customers think about value — and helped us build a tiered pricing model aligned to real use cases. It's easier to explain, gives us more control over the customer journey, and lets us capture far more value from every account. I'd recommend BGS to any SaaS business at the $5M–$10M ARR stage looking to make pricing more scalable and sustainable.”
Who it's for
None of these are sales problems.
These are the lines we actually hear on first calls. The same broken commercial architecture underneath, described from a different chair each time, so there is a page written for each of them.
Founders and CEOs
$5M–$25M ARR
“We set our pricing two years ago and we have not really touched it since.”
“Growth has flattened, and the AI revenue line investors keep asking about does not exist yet.”
- Find the AI pricing wedge before the next raise
- Build the investor pricing narrative
- Stop discounting becoming culture
Revenue leaders
$15M–$50M ARR
“My reps hit quota. We still missed NRR.”
“We keep losing to the same competitor on price and I cannot tell whether to match them or reframe.”
- Reposition the model around outcomes
- Arm the team to defend value in deals
- Fix the comp-to-NRR misalignment
Product leaders
$20M–$75M ARR
“We price per seat, but our best customers barely add seats. They just do more with each one.”
“20% of customers use the AI daily and generate 10x the sessions, on the same plan and price as everyone else.”
- Rebuild packaging around delivered value
- Design the credit or usage metric
- Recover the margin AI usage is eroding
Finance leaders
$15M–$75M ARR
“Our list price looks healthy. What we actually collect is about a third lower.”
“We moved to consumption pricing and now finance cannot forecast a quarter.”
- Make realised price a tracked number
- Put discount governance in before you need it
- Rebuild the forecast around commitment
AI-native companies
Any stage · agent or LLM-first
“Every agent run has a compute cost. Our pricing does not move with it, so our best customers are our least profitable.”
“Deals reach final stage and stall on budget concerns that do not feel real.”
- Set a metric that tracks cost as well as value
- Design commitments procurement will accept
- Price compliance as value
Which of these have you said out loud this quarter? That's the page written for you.
Which of these have you said out loud this quarter? That's the page written for you.
The scorecard
Score your pricing in five minutes.
A short set of questions on your pricing metric, discount governance, expansion triggers and renewal defensibility. It mirrors the first week of a PROFIT+ engagement, which is the week that usually pays for the rest of it.
- A score you can put in front of a board, not a generic maturity grade.
- The two or three moves that close the gap fastest at your size.
- A read on how you compare with the other companies in your ARR band.
Take the pricing scorecard Five minutes. We only ask for your email, to send you the results.
Your report, previewed
Pricing power score Sample
54/100
Illustrative scores. Yours are generated from your answers.
5 minutes, start to score
Live teardown
Salesforce Agentforce: pricing AI around value, in public.
The teardown we run on a client's own pricing during diagnosis, applied to the clearest live case study going: what they got right, and what they're leaving on the table.
Read the full teardown$800M
Agentforce ARR
169%
growth
50%
of Q4 bookings from credit top-ups
Every engagement starts with a leak map of your pricing.
Thirty minutes. You leave with a view of where the revenue is going. Not ready to book? Start with the pricing scorecard and get a scored read on your own.
Ready to price what the AI actually does.
Thirty minutes. Bring your current price card and a quarter of pricing-related sales notes. You leave with a clear view of where the revenue is leaking and the two or three moves most likely to close the gap fastest.
Pricing norms in agentic AI are being set right now, by whoever moves first and gets it roughly right. The companies that cannot iterate on pricing through 2026 will spend the next five years negotiating against anchors somebody else chose. This is the part that does not wait.
Not ready for a call? Start with the scorecard: the same four areas in five minutes, and the results give the call a concrete agenda when you are.
What happens next
- The call.
Thirty minutes, no deck, no pitch.
- A leak map.
A one-page read on your commercial architecture, within a week.
- A proposal, only if there is something worth doing.
Plenty of these conversations end at step two.