WillingnessToPay.com

Name

WillingnessToPay.com

Legal name

Willingness To Pay ApS

Website

https://willingnesstopay.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pricing Consulting Services: End-to-end pricing transformation consulting for B2B SaaS companies. Projects include pricing redesign, strategic advisory, and implementation support. The firm charges all-in fees with no additional scope requests, working on objectives rather than deliverables.
2. Monetization Mastery Course: A 6-session executive online course on SaaS pricing and packaging for SaaS leaders. Priced at €2,500 per seat with cohorts capped at 15 participants. Includes live Zoom sessions, pre-reads, exercises, and online forum access via Skool.com. Certification issued on completion.
3. The Pricing Roadmap Book: Bestselling book on B2B SaaS pricing strategy. Over 10,000 copies sold, #1 Bestseller in 7 categories, 4.9/5 average rating. Available for purchase on Amazon and the company website with print-on-demand delivery.
4. Microsoft Preferred Pricing Partner: As Microsoft's preferred pricing partner for Western Europe, the firm receives referrals of ISVs and SIs requiring pricing assistance. They work independently without commercial involvement from Microsoft, providing unbiased pricing advice to partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

WillingnessToPay.com provides end-to-end B2B SaaS pricing transformation consulting, including pricing redesign, packaging strategy, value-based pricing implementation, and strategic advisory to SaaS companies from pre-revenue startups to $1B+ enterprises. The firm complements its consulting with two educational products: 'The Pricing Roadmap' book and the 'Monetization Mastery' 6-session executive online course priced at €2,500 per seat.

Product overview

WillingnessToPay.com is a B2B SaaS pricing consulting firm that offers a portfolio of advisory services and educational products. The core offering is end-to-end pricing transformation consulting for SaaS companies, complemented by 'The Pricing Roadmap' book (a #1 bestseller covering pricing strategy frameworks) and 'Monetization Mastery', a 6-session executive online course (€2,500/seat, max 15 participants) covering SaaS pricing and packaging. The company serves clients ranging from startups to $1B+ enterprises across industries including Native B2B SaaS, Hardware & SaaS, AI Products, Professional Services, and Private Equity. Key metrics include 200+ projects completed, 125-day average project timeline, and 242% average price increase on projects.

Differentiator

Problem solved

Functional benefit

Brands

• The Pricing Roadmap: A bestselling book on B2B SaaS pricing strategy by Ulrik Lehrskov-Schmidt; 10,000+ copies sold, #1 bestseller in 7 categories.
• Monetization Mastery

Products and services

• SaaS Pricing Strategy Consulting End-to-end pricing transformation consulting for complex B2B SaaS products, including pricing redesign, packaging strategy, value-based pricing implementation, and strategic advisory. Priced on an all-in fee basis with no additional scope requests, targeting B2B SaaS companies at various growth stages.
• Monetization Mastery (Executive Online Course) 6-session executive online course on SaaS pricing and packaging for SaaS leaders, including live Zoom sessions, pre-reads, exercises, online forum access, and a completion certification. Priced at €2,500 per seat with cohorts limited to 15 participants.
• The Pricing Roadmap (Book) Bestselling book on B2B SaaS pricing strategy with 10,000+ copies sold, #1 Bestseller in 7 Amazon categories and a 4.9/5 average rating. Covers pricing models, packaging design, metrics, and customer value-based approaches. Available in print and digital via the company website and Amazon.

Quantifiable outcome

• 242% average price increase on projects in 2022-2023
• +9 more outcomes

Named customers17 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Microsoft Western EuropecoreGTM or Marketing Partner · 1 January 2018Willingness to Pay serves as Microsoft's preferred pricing partner for Western Europe, working with Microsoft's network of Independent Software Vendors (ISVs) and System Integrators (SIs). Microsoft partner managers across 13+ countries regularly refer partners to Willingness to Pay for pricing, SaaS transformation, or hybrid revenue model assistance. The firm works independently without commercial involvement from Microsoft, providing unbiased advice in clients' best interest.
• TietoEVRYminorImplementation/ SI/ Consulting PartnerA Microsoft partner ecosystem client served through Willingness to Pay's preferred partner relationship with Microsoft Western Europe.
• AGFA GroupminorImplementation/ SI/ Consulting PartnerA Microsoft partner ecosystem client served through Willingness to Pay's preferred partner relationship with Microsoft Western Europe.
• CegekaminorImplementation/ SI/ Consulting PartnerA Microsoft partner ecosystem client served through Willingness to Pay's preferred partner relationship with Microsoft Western Europe.
• Saxo BankminorStrategic or Co-development PartnerSaxo Bank A/S was a client of Willingness to Pay, receiving pricing transformation services for their Saxo Advanced Solutions (SAS) institutional services business line, including pricing architecture redesign and contract framework enhancement.
• Saas Pricing CommunityminorOthersA community platform (community.pricingsaas.com) hosted by Willingness to Pay for pricing professionals to connect, share insights, and engage with the firm's content and methodologies.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BCG (Pricing and Revenue Management Practice): Global strategy consultancy with a dedicated Pricing, Revenue, and Monetization practice serving enterprise clients including SaaS and tech. Competes for larger enterprise pricing transformation mandates while offering a much broader consulting portfolio.
• McKinsey & Company (Pricing Practice): Global management consulting firm with a sizable Pricing and Revenue Transformation practice serving enterprise SaaS, tech, and industrial clients. Comparable on the 'management consulting for pricing' axis, but at significantly greater scale and a broader portfolio of services.
• Bain & Company (Pricing Practice): Global management consultancy with a long-standing Pricing practice serving technology, software, and industrial clients. Adjacent competitor for large enterprise pricing transformations, though not a SaaS specialist.

Emerging players

• PriceBeam: Pricing research and analytics firm offering price elasticity studies, willingness-to-pay research, and pricing optimization. Comparable to WTP in the pricing domain, but more research-and-data-driven versus WTP's hands-on consulting and implementation model.
• Ibbaka: Specialist B2B SaaS pricing and value consultancy producing research, frameworks, and advisory on pricing, packaging, and customer value. Directly comparable in niche focus on SaaS pricing strategy, though smaller and more research-oriented.

Direct peers

• Winning by Design: B2B SaaS revenue and GTM consultancy that previously employed WTP's Head of GTM Expertise, Roee Hartuv. Competes in adjacent SaaS revenue architecture and monetization advisory, including pricing and packaging support for SaaS companies.
• Pricing Solutions: Dedicated pricing strategy consultancy serving B2B and B2C clients globally with pricing research, segmentation, and pricing transformation services. A direct peer to WillingnessToPay.com in the pricing advisory category.
• Boost Pricing: Boutique SaaS pricing consultancy focused on packaging, pricing, and monetization for SaaS companies. Closely comparable in target customer (B2B SaaS) and service scope (pricing redesigns and strategy advisory).
• Simon-Kucher & Partners: The world's largest dedicated pricing and monetization consultancy, serving B2B and SaaS clients globally. Most directly comparable peer to WillingnessToPay.com given its pure-play focus on pricing strategy, packaging, and commercial transformation for software and technology companies.

Others

• SaaStr: Largest community, content, and conference platform for SaaS founders, executives, and revenue leaders. Not a direct competitor but a comparable ecosystem participant producing content and events that overlap with WTP's SaaS Pricing Community, podcast, and thought leadership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SaaSPricing/videos
• LinkedInlinkedin.com/company/willingnesstopay-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 WillingnessToPay.com