Pricing Page unPacked

Willingness To Pay

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 perspectivesDeep 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.

Episodes

  1. 14 Oct

    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 handful of admin features. From there it is credit policy and go-to-market. Rollovers that sound generous on annual plans and change almost nothing, top-ups at a 20 percent premium that people buy anyway in the middle of a build, and free credit grants and weekend promotions that feel closer to a consumer app than to SaaS. Then the enterprise layer, where Lovable will send a forward deployed engineer to build for you, and why services like that keep paying back in consumption long after the invoice. Underneath it all is the awkward fact behind most AI credit models: nobody can tell you in advance what a credit buys. IN THIS EPISODE 0:00 Intro 2:02 Two $50 plans, rollovers and free credit grants 15:27 Feature types, two credit pools and regional pricing 25:44 Top-ups, and a platform fee in disguise 30:42 Forward deployed engineers and the case for services 39:45 Nobody knows what a credit buys 43:13 The verdict, buy hold or sell Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Lovable: Two $50 plans, and what a credit actually buys

  2. 30 Sept

    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 the pricing page apart: plan gates that hold back the very features that drive consumption, two credit pools where one might do, and the agency tier Clay has not built yet. Then credit policy, from why every credit model ends up offering rollovers to why a partial rollover is barely better than none. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Clay: Everyone wants to price like Clay. Should they?

  3. 16 Sept

    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 the friction sits on the free plan to the six pricing changes tracked this year, including an A/B test on the annual Pro price. At Canva's traffic, rapid pricing experimentation genuinely works, which exposes the harder question underneath it: experimentation optimises the structure you already have, and never asks whether the structure is the right one. Then the AI layer, where SaaS pricing gets genuinely hard. Canva replaced a vague ladder of limited, high and higher AI access with AI allowances: three tiers of AI usage, a 40x AI Pass add-on, and no credit balance anywhere. It is more confusing than a credit model, and that looks deliberate. Credits imply you can always buy more, and they put a meter in front of a designer who is halfway through something, so the complexity moved to Canva's side of the table while a cost grid behind the label does the job credits would have done. Underneath sits an asymmetry with no clean answer: across the AI products we work on, roughly 1 percent of users consume the bulk of the AI cost, while in design tools a large share never touch the features at all. Add Claude Design turning out a report draft that beat a professional design team, and Canva ends up retroactively wrapping an LLM whose costs it also has to reprice around. Whether it can hold a simple allowance model while its own costs track someone else's infrastructure is the question. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Canva: When freemium finishes its job, what replaces it?

  4. 2 Sept

    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 customers at just under 150.000 dollars a year each. In Q2 of 2025 they stopped and made curated bundles the default instead, and Rob Litterst and Ulrik Lehrskov-Schmidt take the live pricing page apart to work out why. The answer is not that a la carte failed. It worked so well the product portfolio outgrew the sales motion that built it. What follows is the more for more repackaging that lets a company reprice its entire installed base in one move, and then the part nobody has solved yet, because Okta's newer products are priced per device, per API call and per machine to machine token, and the whole model assumes a user is a person. Agents are about to make that false. Ulrik ends up split, calling the human identity half of the business a clear buy and the machine identity half a sell, not because the technology is weak but because Okta will not say what any of it costs. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Okta: A la carte, bundles and AI agents

  5. 19 Aug

    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 SaaS pricing in the agentic AI era. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Salesforce: Pricing the Agentic AI Era (and Why It's Complicated)

  6. 8 Jul ·  Bonus

    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. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

  7. 24 Jun

    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 where the model starts to break - including the hidden risk of a price war and the uneven value problem between a private bank and a gaming company. Topics covered:  - Why outcome-based pricing works when the job-to-be-done is narrow  - The seat-based model death spiral and how AI accelerated it  - Fin's trojan horse GTM strategy: plug in on top of your existing helpdesk  - Where the $0.99 flat rate leaves money on the table Pricing Page unPacked breaks down real SaaS pricing decisions every week - the trade-offs behind the page, not just what's on it. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Intercom (now Fin): Pricing the work, not the software

  8. 10 Jun

    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 system of record to system of action. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    HubSpot: Free Entry, Sticky CRM, and the Shift to AI Credits

  9. 27 May

    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 healthy. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Slack: The hidden costs of AI, price increases and margin impact

  10. 13 May

    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 pressure from AI mean for SaaS pricing broadly? • Is Notion leaving money on the table — or playing a longer game? One of the most thoughtful pricing pages in software. Here's what's behind it. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Notion: Why Notion’s Pricing Works Better Than Most SaaS Companies

  11. 29 Apr

    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 get into one of the biggest pricing topics in SaaS right now: AI credits. We walk through how Figma is introducing AI-based packaging, why they are not fully enforcing limits yet, and what that means for cost control, user behavior, and the future of seat-based pricing. If you care about SaaS pricing, PLG, monetization, packaging strategy, or how AI is changing software business models, this episode is packed with practical insights. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

    Figma: AI Credits, and the Future of SaaS Pricing

  12. Season 1, Episode 1 Trailer

    Pricing Page unPacked - trailer

    Stay tuned for episode 1 on April 28. Pricing Page unPacked takes a real company's pricing page and breaks down the decisions behind it, the trade offs, and what it says about how the company actually wants to grow. Hosted by Rob Litterst and Ulrik Lehrskov-Schmidt For more information, catch us on https://www.willingnesstopay.com/

  • 1 Trailer
    11 Episodes

Trailer

About

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 perspectivesDeep 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.

Information

  • Creator
    Willingness To Pay
  • Years Active
    2026
  • Episodes
    12
  • Rating
    Clean
  • Copyright
    © 2026 Pricing Page unPacked
  • Show Website
    Pricing Page unPacked
  • Provider

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