All work
Fintech
2024
Northvale
Pricing & packaging overhaul
(01) — Overview
Northvale sold one plan to everyone. We found three very different buyers hiding in their data and priced for each of them.
Client
northvale
Category
Fintech
Year
2024
Services
Pricing research, Packaging, Sales playbook, Web
(02) — The numbers
Contract value
Discounting
New tiers
(03)
Challenge
Northvale sold one plan at one price to startups and enterprises alike. Small customers felt overcharged, large ones were massively underpaying, and every renewal became a negotiation.
(04)
Approach
Pricing interviews and usage data revealed three distinct buyers with very different willingness to pay. We designed three packages around their jobs, not around feature counts, and gave sales a playbook for each.
The pricing page was rebuilt to let buyers self-select in seconds, with a clear path up as they grow.
(05)
Outcome
Average contract value rose 2.6× within a year and discounting dropped by more than a fifth. Upgrades now happen on the pricing page instead of in procurement.
They rebuilt our pricing in three weeks. By the next board meeting our deal size had doubled.
Daniel Reyes, CEO
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