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.

For more information, catch us on https://www.willingnesstopay.com/

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.

For more information, catch us on https://www.willingnesstopay.com/

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.

For more information, catch us on https://www.willingnesstopay.com/

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.

For more information, catch us on https://www.willingnesstopay.com/

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.

For more information, catch us on https://www.willingnesstopay.com/

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.

For more information, catch us on https://www.willingnesstopay.com/

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.

For more information, catch us on https://www.willingnesstopay.com/

Stay tuned for episode 1 on April 28.

For more information, catch us on https://www.willingnesstopay.com/