Willingness to Pay Named SaaStr AI App of the Week for B2B Pricing

Willingness to Pay completed 200+ pricing redesigns with an average of 125 days from signed contract to new pricing live in market. Clients include Microsoft, SAP, Samsung, Intel, and Bosch, plus PE and VC-backed B2B companies. The firm recorded zero pricing blow-ups across its portfolio.

Why Per-Seat Pricing Broke for AI

Per-seat pricing worked for about 15 years in B2B with three tiers and land-and-expand motions. AI changed two conditions at once. Cost to serve became variable because every AI action incurs token and inference expenses. AI also collapses seats when one person plus agents performs work previously done by five. According to SaaStr, these shifts make flat per-seat pricing unprofitable for high-usage accounts and misaligned with delivered value.

How Willingness to Pay Structures Engagements

The consultancy follows two principles. It prices the customer rather than the product by anchoring on customer value and next-best alternatives. It also treats structure as the primary lever through metering, bundling, and tier fences. Engagements run end to end: new model design, validation with teams and partners, and risk-first rollout that begins with new logos before strategic accounts. Work occurs on an all-in fixed fee.

Documented Outcomes from Redesigns

One engagement produced 325% MRR growth in six months after replacing a failed pricing model. A separate packaging redesign lifted ACV by 100% and grew ARR 37% in the first renewal cycle by adding usage-based components. Another reduced enterprise deal close time by half. According to SaaStr, the firm maintains a dedicated AI pricing practice and serves as exclusive consulting partner of PricingSaaS after co-authoring a guide on prepaid credits.