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41% ARPU increase. 29% MRR growth. 100% ARPU increase on new clients. Market capitalization up ~50%. And almost 0% churn increase. This isn’t a one-off pricing project - it’s what happens when pricing becomes a strategic function.
Brand24 is a publicly-traded company offering real-time social media monitoring and analytics. It is designed to keep track of online conversations about a brand and its products. Brand24 collects real-time social data from millions of sources around the web. Their web-based dashboard provides actionable customer insights, email alerts, influencer analysis, automated & customized PDF reports, infographics, and more. The tool allows measuring critical metrics around buzz and sentiment, and leverages advanced analytics to support data-driven decision-making and seamless feature integration.
Over 30,000 brands widely use its international version worldwide to monitor their PR & marketing efforts. The company serves some of the most prominent B2B SaaS customer logos globally, including H&M, IKEA, Intel, Carlsberg, Discovery, and Vichy - however, their main client focus is around small and medium businesses that generate the majority of revenue.
“As CFO, I've observed a notable shift in our approach to growth and business. We've transitioned from a client growth-based strategy to a value-based strategy to reflect the value of our tool for our clients. This approach has instilled a sense of calm in our management team and bolstered our business confidence in a way you cannot underestimate.”
We worked with Brand24 from March to November 2021. The management felt that their pricing wasn’t reflecting the tool’s actual value, causing users to pay less than they should.
With our first collaboration, we helped them increase ARPU by 23% while keeping user churn at a minimum. You can read the full case study [here].
A few months later, Michał Sadowski, Brand24’s CEO, contacted us again. As of early 2022, the company was transitioning to a more strategy-driven entity, and this time, our job wasn’t just about tweaking pricing - it was about revamping their entire SaaS pricing strategy. They didn’t need a one-off project. They needed an ongoing SaaS pricing consultant who would sit alongside management and help steer the ship.
Pricing consultants specialize in helping software companies maximize revenue, customer acquisition, and retention by developing data-driven, value-based pricing strategies. Our pricing consulting services involve analyzing market demand, customer data, and competitor behavior to ensure pricing aligns with user value. Leveraging a pricing consultant can enhance competitive positioning and create more predictable revenue streams for SaaS firms. Pricing consultants help SaaS companies develop effective pricing strategies that drive profitability and market competitiveness. Unlike other pricing consulting firms, we provide ongoing support and implementation assistance, not just reports, ensuring your pricing strategy is executed and optimized for long-term success.
As a publicly traded company, Brand24’s CFO Bartosz Kozłowski had a clear mission: increase profitability to a level that would relieve any financial stress for the foreseeable future regarding shareholders. The company had plenty of growth potential, but the challenge was to tap into it effectively. When setting prices, it was crucial to maintain healthy profit margins to ensure profitability while staying competitive.
Achieving this goal required a strategic approach to pricing, which was also a goal in itself. The management team recognized that reactive, one-time price changes were insufficient - the company needed a long-term plan for how to increase ARPU and MRR sustainably, not just through isolated price bumps. This meant developing a comprehensive commercial strategy that integrated analytics and real-world implementation to drive both pricing and overall business success.
On top of that, to fully capitalize on their growth potential, they needed to figure out the actual market value of the tool and strategize on how to upsell to users. Key factors in developing new pricing models include clearly defining the target buyer and ensuring profitability. This is the kind of challenge that requires a pricing consultancy operating as an embedded strategic partner - not an agency that delivers a deck and disappears.
This time, we provided strategic support by regularly consulting with Brand24’s management on crucial areas related to pricing and monetization. We operated as interim pricing managers, working alongside pricing experts and strategic pricing consultants to deliver data-driven strategies and market intelligence that optimize SaaS pricing - a source of strategic guidance embedded in the company’s decision-making process.
Whenever the B24 management team had a pricing-related dilemma, we provided a new perspective, suggestions, and recommendations and sought out potential risks and challenges. And when actual, hands-on work needed to be done, we rolled up our sleeves and got the job done. Consultants also emphasize the importance of continuous pricing strategy refinement to adapt to market changes.
Here’s what the engagement covered:
We started with a strategy review to decide where Brand24 should head over the next five years. This involved competitor analysis, studying their product roadmap, comparing their market positioning with competitors’, and forging a new business strategy. Setting a competitive price through competitor-based pricing and thorough market analysis was essential to ensure Brand24 could attract customers while maintaining profitability. SaaS companies often experiment with different pricing models to meet the needs of different customer segments, and regularly set prices that are clear, value-aligned, and adaptable to market changes.
The strategy was built on in-depth internal and external research. This included a competition matrix and conjoint analysis — the latter being a top-tier method in statistical analysis for understanding customer preferences. Analyzing the competitive landscape with these tools can help position the product as premium, budget-friendly, or as a market disruptor. As a value-based pricing strategy, this approach ensured that every pricing decision was rooted in how customers actually perceive and value the product, not in internal assumptions. Additionally, dynamic pricing was considered to allow real-time adjustments in response to market feedback and customer data. Tiered pricing can also be integrated with other pricing models to improve flexibility and customer choice. Regular reviews and adjustments help keep pricing relevant and competitive in the SaaS market.
We ran workshops focused on value-based selling, teaching the team to communicate the company's worth more effectively. This significantly improved the marketing communication on both the website and sales materials.
This step is often overlooked in SaaS pricing optimization, but it's critical. The best pricing strategy in the world means nothing if your sales team can't articulate the value. Brand24's team learned how to sell on value, not on features — and that shift had a direct impact on conversion and ARPU.
We also lent a hand with RFP support for crucial deals in the pipeline for Insights24, a new Brand24 product, assisting the team in preparing offers and adopting a value-based pricing approach. On top of that, we were always on standby to help various teams tackle their pricing-related challenges, like developing custom pricing for specific customers. This often involves evaluating different pricing models, such as the per user model—which charges customers based on the number of users or team members accessing the software, making it attractive for small businesses—and tiered pricing, which offers multiple plans at different price points for different customer segments. Companies frequently combine multiple pricing models to maximize revenue and address diverse customer needs.
This is what makes the difference between a one-off pricing project and an ongoing pricing consultancy partnership. When your SaaS pricing consultant is embedded in the business, every deal, every new product, and every pricing question gets the attention it deserves.
We made subtle but impactful tweaks to the pricing structure to boost ARPU while keeping churn to a minimum. These adjustments included increasing prices, getting rid of heavily discounted accounts, or upselling them — continuing the work we started in the first engagement.
Another major accomplishment was establishing a whole price management process, resulting in four price changes overall, which brought significant financial impact. Regular reviews and adjustments were conducted to keep pricing relevant and competitive. Effective pricing isn't something you set once and forget; it's a continuous process of decision-making, experimentation, and iteration. This is how you raise SaaS prices without losing customers — not through one big bang, but through a disciplined, data-backed process of continuous optimization.
When implementing price increases, transparent communication with customers is crucial to maintain trust and minimize negative reactions. The pricing page plays a key role in communicating these changes clearly and building trust with both existing and prospective customers by showcasing updated pricing models and providing social proof.
For a publicly traded company, this kind of structured approach is essential. You can’t surprise the market or your shareholders with erratic pricing moves. Each change was modeled, planned, and communicated with precision.
In the financial report for the first quarter of 2023, Brand24 showcased stellar growth figures compared to the previous year:
Maximizing the customer's value over the entire customer lifetime played a crucial role in influencing pricing, retention strategies, and upselling opportunities. The presence of loyal customers, who continue to use and pay for the service even through product changes or imperfections, has been instrumental in supporting long-term growth and repeat business.
Michał proudly showed these results on his Twitter, Facebook, and LinkedIn profiles. And in the financial report, Brand24 cited two main reasons for the ARPU growth: a price change for existing customers and a pricing increase for new clients - precisely what we started working together on at the beginning of 2022.
“P.S. I recommend Maciej Wilczyński and Krzysiek Szyszkiewicz, who led us thru pricing changes 🤙”
Michał Sadowski, CEO Brand24
But the real victory lies beyond just the impressive figures and metrics. A more profound transformation has taken place.
Brand24’s team has truly understood its market worth, fueling newfound business confidence. They’ve transitioned from a reactive pricing approach to that of a mature, sustainable enterprise where pricing is yet another lever of value creation. Improved packaging of features and tiers has reduced confusion, better segmented the customer base, and encouraged upsells. As a pricing consultant in Europe, this is the outcome we’re most proud of — not just the numbers, but the capability we leave behind.
It’s also important to highlight that these outcomes were only possible with the incredible efforts of the Brand24 team. Mike’s company is remarkably organized and proactive in learning and implementing changes.
Remember that we are merely advisors, helping to structure things and provide counsel — the amazing client’s team did the massive work! So a big shout-out to the entire B24 team for their outstanding work - and hey, we’re not done yet, right?!
Choosing the right SaaS pricing model is a cornerstone of any successful pricing strategy. With the SaaS market becoming increasingly competitive, companies must align their pricing structure with customer needs, revenue management goals, and the realities of their operational costs. Let’s explore the most popular SaaS pricing models and how they can support growth, customer retention, and profitability.
1. Tiered pricing model The tiered pricing model is one of the most widely adopted approaches among SaaS companies. It offers multiple pricing tiers, each with distinct features, usage limits, and price points. This structure allows businesses to address different customer segments-from startups to large enterprises-by providing options that match varying needs and budgets. Tiered pricing models also create clear upgrade paths, making it easier to upsell additional features or higher usage limits as customers grow. By segmenting the market and offering tailored solutions, SaaS businesses can maximize revenue and improve customer satisfaction.
2. Usage-based pricing model Also known as pay-as-you-go, the usage-based pricing model charges customers based on how much they actually use the software. This approach is ideal for SaaS products with variable usage patterns, as it ensures customers pay a fair price that reflects their consumption. Usage-based pricing promotes transparency and can attract cost-conscious buyers, but it requires robust systems to track usage and communicate value. For SaaS companies, this model can help align pricing with customer value and support revenue management pricing strategies.
3. Per-user pricing model The per-user pricing model is straightforward: customers pay a set price for each user or seat. This model is easy to understand and forecast, making it attractive for small businesses and IT buyers who value predictable costs. However, it may discourage adoption among larger teams or create internal friction over who gets access. SaaS companies using per-user pricing should carefully consider their target customer segments and ensure the model supports both customer acquisition and long-term retention.
4. Flat-rate pricing model With a flat-rate pricing model, there’s a single price point for all customers, regardless of usage or features. This simplicity can be appealing and easy to communicate, but it may not suit SaaS businesses with diverse customer needs or usage patterns. Flat-rate pricing can lead to some customers feeling underserved and others overpaying, which may impact customer retention and limit upsell opportunities. It’s best suited for niche SaaS products with a well-defined, homogenous customer base.
5. Value-based pricing Value-based pricing focuses on the perceived value customers assign to the software, rather than production costs or competitor pricing. This approach requires deep market research and a thorough understanding of customer pain points, preferences, and willingness to pay. When executed well, value-based pricing can significantly boost profit margins and revenue growth, as customers are often willing to pay more for solutions that deliver measurable business impact. SaaS companies adopting a value-based pricing approach must continuously gather customer feedback and adjust their pricing structure to reflect evolving needs and market trends.
6. Freemium pricing model The freemium model offers a basic version of the software for free, with paid plans unlocking additional features or premium support. This strategy is effective for customer acquisition and building a large user base quickly. However, it requires careful segmentation and a compelling upgrade path to convert free users into paying customers. Without a clear value proposition for premium tiers, SaaS businesses risk margin erosion and may struggle to achieve sustainable revenue growth.
7. Cost-plus pricing Cost-plus pricing sets prices by adding a markup to production costs. While simple to calculate, this model often overlooks customer value, willingness to pay, and the competitive landscape. For SaaS companies - where incremental costs are typically low - cost-plus pricing can result in missed revenue opportunities or uncompetitive price points. It’s generally less effective for SaaS businesses aiming for long-term growth and market leadership.
When selecting a SaaS pricing model, it’s essential to consider your customer segments, revenue management objectives, and the broader competitive landscape. Regularly reviewing customer data, monitoring usage patterns, and soliciting customer feedback will help you refine your pricing strategy and stay ahead in the market. By choosing the right pricing model and optimizing it over time, SaaS businesses can drive revenue growth, support customer loyalty, and maintain a strong competitive edge.
100% increased ARPU on new clients
41% increased ARPU
29% increased MRR
almost 0% churn increase
increased confidence in the value of a product
clear go-to-market strategy
Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.
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Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.
