Introduction

Equals changed their pricing model three times in one year to figure out what really worked. This story shows why testing prices early matters more than getting them “right” the first time.

What's the Problem It Solves?

Most companies struggle to set the right price for their product. This article explains why you can’t wait for the “perfect” price and must try different ideas to find what fits your customers and your product.

Quick Summary

Pricing is one of the most powerful tools in a SaaS business, but it’s also one of the hardest to get right. The team at Equals changed their pricing six times over three years. The last three changes happened in just one year. They realized that there’s no perfect plan sitting out there waiting to be discovered-you have to test bold ideas and learn from them.

At first, they tried things like free plans, bundling too many features, and setting usage limits. Some of those ideas worked for other companies in the past but hurt them instead. Their best insights came from big, risky changes-like cutting freemium or changing the way they let people buy. They learned that customers wanted freedom, not restrictions. People didn’t want to pay for things they didn’t need, and they didn’t want to be pushed into talking to sales too soon.

Their newest and simplest pricing model now focuses on what matters most: how many data sources a customer connects. It removes confusing tiers, gives full access to features, and sets price based on actual use. While the system isn’t perfect, it’s helping more people succeed with the product and creates a better fit between the price and the value.

Key Takeaways from the Article

• Pricing is never done-you have to keep testing and changing it
• Big changes teach more than small tweaks
• Usage limits can hurt adoption and cause people to leave
• Don’t make customers buy features or seats they don’t need yet
• Your best customers often want to talk to you first
• Simple pricing based on how people use the product works better
• Connectors (data sources) are a better way to measure value than number of users
• Don’t wait until you’re big to try new pricing ideas-it gets harder later
• Pricing should grow with your product and market, not stay stuck
• Clear, honest pricing builds trust and leads to better results

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