What Wiglaf Pricing does

Wiglaf Pricing (legal entity: Wiglaf LLC) is a Chicago-headquartered boutique pricing advisory firm founded by Tim J. Smith, PhD. The firm delivers strategic consulting, executive speaking, and corporate training built around a proprietary Value-Based Pricing Framework that addresses five areas (business strategy, pricing strategy, market pricing, price variance policy, and price execution), supplemented by specialized methodologies such as the Pricing Spineometer and Profit Bridge Analysis. Named past clients include Intel, Chevron, Symantec, Corning, Emerson, Dun & Bradstreet, Rio Tinto, Stryker, and Adama, served across industries (technology, manufacturing, life sciences, energy, agriculture, mining) and geographies spanning North America, Europe, and Asia.

The firm's product surface extends beyond advisory into recurring-revenue and content assets: SIGNY, an AI-generated price segmentation SaaS tool that analyzes historical transactions to produce Target/Expected/Low price ranges for sales teams; online courses hosted with the Professional Pricing Society eligible for Certified Pricing Professional (CPP) credit; free MOOCs on YouTube covering pricing analytics and Excel for marketing; and published books including Pricing Done Right (Wiley, 2016) and Pricing Strategy (Cengage, 2012). The team consists of approximately 5 to 10 employees, including Founder & CEO Tim J. Smith, Senior Consultant Nathan L. Phipps, and Consultant Yuhung S. Shen (based in Taipei, Taiwan).

Wiglaf Pricing operates as a privately held, founder-led firm with no external funding, no parent company, and no disclosed financials. Revenue is generated through quote-based consulting engagements (multi-year contracts), subscription SaaS for SIGNY, subscription online courses via the Professional Pricing Society (annual billing), and one-time book sales through Amazon and Barnes & Noble. The go-to-motion combines enterprise field sales (direct email outreach to executives), event-driven demand generation (Professional Pricing Society conferences, Chicagoland Pricing Professionals Network monthly meetups), and content-led top-of-funnel marketing (books, MOOCs, the Wiglaf Journal, LinkedIn, and media appearances).

Name

Wiglaf Pricing

Legal name

Wiglaf LLC

Website

https://wiglafpricing.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Wiglaf Pricing is a Chicago-based boutique pricing advisory firm that helps large enterprise clients across industrial, manufacturing, technology, and life sciences sectors improve pricing strategy, variance management, and organizational capability through consulting, training, and the SIGNY AI price segmentation SaaS tool.

Ownership category

akta.pro rank

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Strategic Consulting: Advisory consulting services for pricing transformation, price setting, price variance management, and organizational development. Delivered by experienced professionals using proprietary Value-Based Pricing Framework.
2. Speaking and Training: Keynote speeches and corporate training programs on pricing strategy topics. Includes standard courses and customized programs for corporate events.
3. Online Courses (Professional Pricing Society): Courses hosted with Professional Pricing Society including How to Price, Influencing Customer Price Acceptance, Quantitative Methods in Discount Management, Bundling's Impact on Profits, and Decisions in Add-on and Versioning Price Structures.
4. MOOCs (Free): Free Massive Open Online Courses including Online Pricing Analytics Training for Microsoft Excel and Excel 2013 for Marketing hosted on YouTube.
5. Books and Publications: Sale of pricing books including Pricing Done Right (Wiley 2016), Pricing Strategy (Cengage 2012), The New Invisible Hand (New Degree Press 2019), and Excel 2013 for Marketing.
6. SIGNY SaaS Tool: AI-powered price segmentation analysis tool for SMBs with automated transaction analysis and sales negotiation guidance.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Wiglaf Pricing is a boutique advisory firm that helps executives make better pricing decisions through strategic consulting, corporate training, and educational content built around a proprietary Value-Based Pricing Framework. Core deliverables include pricing transformation engagements, keynote speeches, online courses hosted with the Professional Pricing Society, published books, and SIGNY — an AI-powered SaaS tool that automates historical transaction analysis to deliver price range recommendations (Target, Expected, Low) for sales teams at small and medium-sized businesses.

Product overview

Wiglaf Pricing is a boutique consulting firm that offers a combination of consulting services, training programs, and digital products. The core AI-powered product is SIGNY by Wiglaf Pricing, which automates historical transaction analysis to provide sales teams with AI-generated price range recommendations. The company also provides educational products including online courses hosted with the Professional Pricing Society, free MOOCs on pricing analytics and Excel for marketing, and published books on pricing strategy. Supporting services include consulting, speaking/training workshops, white papers, and case studies, all organized around the company's Value-Based Pricing Framework.

Differentiator

Problem solved

Functional benefit

Brands

• SIGNY by Wiglaf Pricing: A pricing analytics tool that allows small and medium-sized businesses to analyze historical transactions to support sales in executing better pricing. The analysis is automated and no statistical knowledge is required.

Products and services

• Consulting Services
• SIGNY by Wiglaf Pricing
• Speaking and Training
• Online Courses (Professional Pricing Society)
• Pricing Done Right A 320-page hardcover business book by Tim J. Smith (Wiley, 2016) that provides a pricing framework proven successful by the world's most profitable companies and addresses how to build a pricing organization within a larger organization.
• Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures A textbook by Tim J. Smith (Cengage, 2012) covering cutting-edge B2B and B2C pricing research with mathematically backed statistical analysis of price levels, discounts, and structures.
• The New Invisible Hand: Five Revolutions in the Digital Economy An Amazon bestseller by Kyle T. Westra (New Degree Press, 2019) exploring the effect of revolutionary technologies on business and pricing strategies.

Quantifiable outcome

• Margins improved by up to 6 percentage points in some business units within first quarter after pricing transformation implementation
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Professional Pricing SocietycoreStrategic or Co-development PartnerMajor partnership for hosting online pricing courses (How to Price, Influencing Customer Price Acceptance, Quantitative Methods in Discount Management, Bundling's Impact on Profits, Add-on and Versioning Price Structures). Tim Smith serves as Academic Advisor to the CPP (Certified Pricing Professional) program. Wiglaf Pricing presents workshops and keynotes at PPS Annual Conferences.
• Sawtooth SoftwareminorStrategic or Co-development PartnerWebinar partnership for presenting on pricing market research and new product development topics. Tim J. Smith discussed different forms of market research including Economic Value to Customer, Gabor-Granger, van Westendorp Price Sensitivity Meter, and Conjoint Analysis.
• LeveragePointminorStrategic or Co-development PartnerWebinar partnership on customer value-based pricing strategies. Tim J. Smith presented on price setting from Economic Value to Customer studies and voice of customer research.
• Sciative SolutionsminorStrategic or Co-development PartnerWebinar partnership on pricing strategy topics including 'Pricing Done Right, or at Least Not Wrong' and 'How to Strategically React to Competitive Price Structures'.
• PricefxminorGTM or Marketing PartnerEvent sponsor for Chicagoland Pricing Professionals Network and pricing conferences. Hosted Pricing AI Summit in Chicago (June 2026).
• VendavominorGTM or Marketing PartnerEvent sponsor for Chicagoland Pricing Professionals Network. Tim Smith presented at Vendavo Business Forum on AI and machine learning topics.
• VistexminorGTM or Marketing PartnerEvent sponsor for Chicagoland Pricing Professionals Network.
• 1871 (Chicago Tech Hub)minorGTM or Marketing PartnerVenue partner for public workshops including 'How to Price Anything', 'SaaS, DaaS, and IaaS Pricing', and 'Pricing Habits of Highly Successful Entrepreneurs' workshops.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PROS: Public pricing and revenue optimization software company (NYSE: PRO). Broad incumbent competing in the same B2B pricing analytics space as SIGNY, though operating at much larger scale and broader scope across multiple industries.
• Vendavo: Enterprise B2B pricing and margin optimization software vendor. Broad incumbent in the pricing software market overlapping with SIGNY's target; also an active GTM partner (sponsors Wiglaf's Chicagoland Pricing Professionals Network and Vendavo Business Forum).
• McKinsey & Company: Global management consultancy with a large pricing transformation practice. Broad incumbent competing for enterprise pricing strategy engagements at the largest multinationals, though operating at much greater scale and broader strategic scope.
• Vistex: Enterprise pricing, rebate, and revenue management software provider. Broad incumbent overlapping with SIGNY in mid-market and enterprise pricing; also a GTM partner sponsoring Wiglaf's Chicagoland Pricing Professionals Network.
• BCG (Boston Consulting Group): Global management consultancy with a leading pricing optimization practice. Broad incumbent competing for enterprise pricing transformation engagements, particularly in B2B and industrial sectors — overlapping client profile with Wiglaf's Fortune 500 client base.

Direct peers

• Simon-Kucher & Partners: The world's largest dedicated pricing and growth strategy consultancy. Direct peer — both firms are pure-play pricing strategy advisors serving global enterprises with value-based pricing methodologies, competing for the same type of pricing transformation engagements.
• Zilliant: Pricing software and advisory provider. Direct peer — Zilliant competes with SIGNY in pricing software and overlaps with Wiglaf in pricing advisory, while also being an industry partner (Zilliant publishes the '25 Pricing People to Follow' list that recognized Tim Smith).
• Pricefx: Cloud-native pricing software vendor. Direct peer to SIGNY — both target the mid-market and enterprise pricing analytics space with SaaS solutions, and Pricefx has been a Chicagoland Pricing Professionals Network sponsor alongside Wiglaf.
• Pricing Solutions: UK-based mid-sized pricing consultancy with a similar value-based pricing methodology and global enterprise client base. Direct peer in service model, methodology, and target customer profile — closest mid-sized direct competitor to Wiglaf.

Emerging players

• LeveragePoint: Value-based pricing software and services vendor. Emerging player in the value-based pricing technology space — directly comparable to Wiglaf's methodology focus, and an active GTM partner (joint webinars on customer value-based pricing strategies).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvShYLTLlVQi7X9HWcrP2AA
• Facebookfacebook.com/wiglafpricing

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wiglaf Pricing