Case / 019
Pricing, re-cut
Three tiers rebuilt around what customers actually used, not what was easy to build.
SaaS
US
9 weeks
Hero still
The problem
Pricing had been set five years earlier against a product that no longer existed. The top tier held features nobody used; the middle tier held the one feature everybody wanted.
The result was predictable: almost every account sat in the middle, and there was no reason to move up.
Before / after screens
What we did
Usage data first, interviews second. Then a repackaging that put the high-value feature where it justified the step up, and a migration path that let existing accounts keep their price for a year.
We modelled churn against the migration before anything shipped, and priced the grandfathering to make staying easy.
+18%
Average revenue per account
2.1%
Churn during migration
41%
Of accounts moved up a tier