How to Build SaaS Pricing That Scales with Bill Wilson Founder of Pace Pricing

Pricing shouldn't be a guessing game... especially when your SaaS growth depends on it. In this episode of Founders Only, we sit down with Bill Wilson, a 3X founder and the brain behind Pace Pricing, to unpack the strategies that help SaaS startups build pricing models that not only convert... but scale. Whether you’re pre-revenue or gearing up for your Series B, this episode is packed with tactical wisdom on how to stop undercharging, ditch ineffective per-seat pricing, and build a monetization engine that actually aligns with your product’s value.

Bill shares how his own startup exit led him down the path of becoming the go-to pricing advisor for early- and growth-stage B2B SaaS teams. We dive into common mistakes founders make, like copying competitors or avoiding pricing changes out of fear...and why even solid Product-Market Fit won’t save you from a broken pricing strategy. You’ll hear real-world insights on hybrid pricing models, customer-centric value metrics, and why your biggest opportunity for revenue growth might already be sitting in your existing user base.

Bill breaks down how to use the “Jobs to Be Done” method to shape packaging, how to test new pricing with live customers without triggering churn, and why experimentation, not perfection, is the path to pricing confidence.

If you’re serious about scaling your SaaS business and want pricing that grows with you — not against you — this episode is a must-listen.