LegalTech / Contract Intelligence
A confusing cost-plus credit model was rebuilt around the value a contract review delivers to the buyer.
The challenge
A contract-intelligence platform had an AI review engine that analysed and summarised contracts in minutes. It launched a credit system with no design framework: credits priced at cost-plus, with no mapping to the value a review delivered. Law-firm buyers found it confusing and enterprise buyers demanded flat-rate pricing to avoid budget uncertainty — usage was inconsistent and conversion was low.
The approach
Each step below is a step of PROFIT+, named so you can see which part of the method did the work.
- Research
Conducted buyer research across law-firm and in-house legal segments.
- Research
Found the primary value metric was risk identified and time saved per review rather than the number of contracts processed.
- Optimise
Redesigned the credit architecture so cost mapped to review complexity rather than document length, and built a spend-modelling tool.
- Implement
Introduced pre-committed enterprise tiers with rollover rights and credit allowances that created natural upgrade triggers.
The outcome
- Credit relaunch achieved materially higher conversion than the original model.
- Enterprise buyers moved to pre-committed tiers with rollover rights.
- Average revenue per account increased as the upgrade path became clear.
In one line
A LegalTech company had built excellent AI but a credit model buyers could not understand. We redesigned the commercial architecture around what buyers actually valued, and conversion improved significantly.
Relevant to Product teams · LegalTech / Document Intelligence
Could this be your pricing?
Most of these outcomes started with one 30-minute call and a look at the price card.
More work
All case studiesA product-market-pricing fit crisis turned into 106% ARR growth by re-anchoring the price to fundraising outcomes.
One pricing tier for everyone became three, aligned to value, adding $4.5M ARR from existing customers.
Overlapping tiers buyers couldn't tell apart became clear, value-differentiated ones, lifting ASP 17%.