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. 2 days ago

    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

  2. 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)

  3. 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/

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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/

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
    9
  • Rating
    Clean
  • Copyright
    © 2026 Pricing Page unPacked
  • Show Website
    Pricing Page unPacked
  • Provider

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