Where pricing strategy meets the real world.
What actually happens when pricing theory hits a live pricing page?Where do companies get it right - and where do they quietly leave money on the table?
In our new podcast, Pricing Page Unpacked, we dive into exactly that.
Join Rob and Ulrik as they break down pricing pages, explore how they’ve evolved over time, and unpack the real impact of those changes. No scripts, no over-editing—just an honest, high-signal conversation between two pricing experts.
🎙️ What to expect:
Real-world examples of pricing pages (the good, the bad, and the confusing)
Sharp challenges and fresh perspectives
Deep interpretation of what pricing decisions actually mean for a business
Rob brings the framing, momentum, and tough questions.Ulrik brings the diagnosis, insights, and implications.
Together, it’s 100% pricing - unfiltered.
If you care about pricing, packaging, or how companies actually communicate value… this one’s for you.
Lovable: Two $50 plans, and what a credit actually buys
Lovable sells credits, with no seats at the entry tier, and its pricing page opens with a puzzle: the Pro and Business plans both start at $50 a month. The difference sits in the credit. Business buys half as many for the same money, and that premium pays for team features such as role-based access, team workspaces and SSO. Putting one number on both plans makes them easy to compare, and it gets harder to defend as an account grows, because a large customer pays double on every credit for a h...
30 Sept 2026
Clay: Everyone wants to price like Clay. Should they?
A decade ago every founder wanted to price like HubSpot. Now they want to price like Clay, the poster child for credit-based pricing in the AI era. In March 2026 Clay split its pricing into data credits, spent enriching contacts, and actions, spent running the workflows built on that data. With enrichment data getting cheaper everywhere, the money has moved to the work, and actions keep growing as an account gets more sophisticated even when its data stays the same. The episode also takes th...
16 Sept 2026
Canva: When freemium finishes its job, what replaces it?
Canva's free plan has already reached almost everyone it was ever going to reach. Canva says 95 percent of the Fortune 500 use it, and that is the moment most freemium companies never plan for: the free tier stops being an acquisition engine and turns into a conversion problem, with growth having to come from the users already inside rather than from new ones. This episode breaks down the live Canva pricing page to see how a company monetises a base it has already saturated, from where ...
2 Sept 2026
Okta: A la carte, bundles and AI agents
You spend a tremendous amount of time convincing a robot that you are not a robot. That is Okta from the outside. From the inside it is one of the better pricing stories in enterprise software right now. Okta sold identity the way a restaurant sells a menu, single sign on for a couple of dollars per user per month, then multi factor authentication, universal directory, workflows, device trust and about twenty other things. Each one felt cheap, and together they carried the company past 18.000...
19 Aug 2026
Salesforce: Pricing the Agentic AI Era (and Why It's Complicated)
Salesforce pulls in $35B in revenue but spends roughly $4.50 to acquire every $1 of growth - a byproduct of decades of "commercial debt" built into its seat-based pricing and sprawling product suite. Ulrik and Rob break down how Agentforce is testing consumption-based, credit-based, and outcome-based pricing all at once, why the "digital labor" pricing anchor is such a smart move, and why they land on a sell rating for Salesforce's pricing strategy. A must-listen for anyone thinking about Saa...
8 Jul 2026
SUMMER BREAK - we're back on August 19
We're on a summer break until August 19! Catch us on PricingSaaS.com or the Willingness To Pay YouTube channel for content if you can't wait for more pricing insights before we're back. For more information, catch us on https://www.willingnesstopay.com/
24 Jun 2026
Intercom (now Fin): Pricing the work, not the software
A quick note - this episode was recorded before Intercom's name change in May 2026 and their acquisition by Salesforce in June 2026. Intercom was growing at 4% year-over-year while the median SaaS company was at 19%. Instead of optimising their way out of it, they scrapped their seat-based model entirely and rebuilt around a single metric: the resolved conversation. Rob and Ulrik tear apart how Fin AI's $0.99-per-outcome pricing works, why it's already pushing $100M ARR on its own, and wher...
10 Jun 2026
HubSpot: Free Entry, Sticky CRM, and the Shift to AI Credits
HubSpot is the company every SaaS startup wants to copy when it comes to pricing — but most miss why it actually works. In this episode, Rob and Ulrik unpack the full arc of HubSpot's pricing strategy: the clever two-axis model that unlocked expansion revenue, the freemium CRM launch that took on Salesforce, and the bundle mechanics that turn complexity into a math game customers enjoy playing. Then they dig into where HubSpot is heading — AI credits, agent teams, and the shift from sys...
27 May 2026
Slack: The hidden costs of AI, price increases and margin impact
In this episode of Pricing Page unPacked we dive into Slack’s journey from a simple messaging app to an organizing app that can seem near ubiquitous for many industries. Ulrik Lehrskov-Schmidt and Rob Litterst share their insights on Slack’s AI rollout, tiered features, and dynamic pricing strategies. You’ll learn about their tiered AI features—basic summaries, advanced analytics, and enterprise-grade AI—and the surprising pricing tactics that drive user adoption while keeping margins ...
13 May 2026
Notion: Why Notion’s Pricing Works Better Than Most SaaS Companies
Notion has tens of millions of users. A huge chunk of them have never paid a dollar. And that's completely intentional. In our latest Pricing Page Unpacked episode, we dig into how Notion turned free personal users into an organic growth engine — and how that freemium model quietly spread the product across teams, departments, and entire organizations. We also get into the harder questions: • Is Notion AI priced correctly now that it's bundled into higher tiers? • What does margin pre...
29 Apr 2026
Figma: AI Credits, and the Future of SaaS Pricing
In this episode of Pricing Page unPacked, we break down Figma’s pricing page and explore what its pricing strategy reveals about how the company wants to grow. We talk through Figma’s evolution from a simple design tool into a broader product suite with FigJam, Dev Mode, Slides, Sites, Make, and more. We also dig into how Figma’s seat structure works across designers, developers, and collaborators, and why that approach may be better for expansion than for new customer acquisition. We also g...
28 Apr 2026
Pricing Page unPacked - trailer
Stay tuned for episode 1 on April 28. For more information, catch us on https://www.willingnesstopay.com/
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