Willingness to Pay

What is Willingness to Pay?

Willingness to Pay is a pricing consultancy that helps technology companies unlock recurring revenue. They’re recognized as global experts in pricing for complex tech products and have delivered 150+ commercial redesigns across six continents. Their team works across B2B SaaS, hardware, and consulting businesses to add ARR for companies from pre-revenue start-ups to $1B+ enterprises. Typical projects include SaaS pricing and packaging, growth planning, on-prem to SaaS transitions, revenue model shifts, organizational development for non-SaaS firms, metrics setup, and geo-localized pricing. Whether you need to monetize an open-source platform or convert service revenue into ARR, they provide the strategic and operational roadmap to rethink how much you charge.

Key Features & Benefits

How Willingness to Pay Helps

Willingness to Pay partners with ambitious B2B technology companies—typically in the $50–200M ARR range, but spanning from $10M to $10B—who are ready to take on transformational pricing challenges. Each engagement begins with a discovery call to discuss goals, followed by defining success metrics and project objectives. The firm then develops a tailored methodology and timeline, and once both sides reach conceptual agreement, a formal proposal is submitted to begin the work. Willingness to Pay does not engage with B2C companies, businesses without recurring revenue, or short-term, hourly-based projects. Instead, they focus on high-impact, structural pricing changes that deliver meaningful business results. If you’re ready to rethink your pricing from the ground up, they’re ready to help.

Why Willingness to Pay?

Clients praise Willingness to Pay for delivering measurable, transformative results. Across their most recent 23 projects, the firm achieved an average ARR uplift of 242%—a reflection of their focus on meaningful change rather than minor optimization. Past clients consistently report higher ARR (often exceeding 50%), simplified pricing structures, stronger unit economics (ACV, CLTV/CAC, churn, and NRR), shorter sales cycles, and greater enterprise value. By aligning pricing with customer value and addressing the structural levers that drive growth, Willingness to Pay helps businesses unlock new revenue streams and improve margins across products and segments. This blend of bold strategic insight and disciplined execution has earned them the trust of founders, CEOs, and product leaders seeking to redesign and elevate their monetization strategy.