# Willingness to Pay

> Leading global experts in B2B SaaS pricing. 200+ pricing redesign
> projects completed, specializing in end-to-end pricing and
> packaging transformations for complex B2B SaaS, hardware & SaaS,
> perpetual-to-SaaS, and professional services companies. All
> engagements run on an all-in fee model with no upsells.

## About

Willingness to Pay helps B2B SaaS companies redesign pricing and
packaging to unlock revenue they're currently missing. The firm
works end-to-end: strategy, pricing and packaging design, internal
validation, sales enablement, and rollout — not just analysis or
recommendations. Founded and led by Ulrik Lehrskov-Schmidt.

## Key pages

- [Home](https://www.willingnesstopay.com/): Overview, track record, and active projects
- [Work With Us](https://www.willingnesstopay.com/work-with-us): How engagements are structured
- [Case Studies](https://www.willingnesstopay.com/case-studies): Client results across industries
- [All Projects](https://www.willingnesstopay.com/all-projects): Full list of completed and active engagements
- [About Us](https://www.willingnesstopay.com/about/about-us): Company background and philosophy
- [Our Team](https://www.willingnesstopay.com/about/our-team): Team profiles
- [Careers](https://www.willingnesstopay.com/about/careers): Open roles
- [Contact](https://www.willingnesstopay.com/contact): Book a call

## Pricing guides

- [SaaS Pricing Strategy](https://www.willingnesstopay.com/saas-pricing-strategy): The system tying metric, model, packaging, and segmentation together
- [SaaS Pricing Models](https://www.willingnesstopay.com/saas-pricing-models): Subscription, usage-based, tiered, and hybrid models
- [SaaS Pricing Metrics](https://www.willingnesstopay.com/saas-pricing-metrics): Choosing value metrics
- [SaaS Packaging](https://www.willingnesstopay.com/saas-packaging): How plans, tiers, and limits are designed
- [SaaS Price Increases](https://www.willingnesstopay.com/saas-price-increase): How to raise prices without churn
- [Wallet Structuring](https://www.willingnesstopay.com/wallet-structuring): Pricing every budget in an enterprise deal
- [Commercial Debt](https://www.willingnesstopay.com/commercial-debt): Why B2B SaaS growth stalls, and how to clear it
- [Pricing Segmentation](https://www.willingnesstopay.com/pricing-segmentation): Charging different customers different prices
- [AI Pricing](https://www.willingnesstopay.com/ai-pricing): Repricing for AI-native products
- [Credit-Based Pricing](https://www.willingnesstopay.com/credit-based-pricing-how-saas-credit-systems-work): How SaaS credit systems work
- [Fair Usage Policies](https://www.willingnesstopay.com/fair-usage-policy): Designing and enforcing fair usage limits

## Resources

- [Podcast](https://www.willingnesstopay.com/podcast): Pricing Page unPacked and related episodes
- [Open Office Reports](https://www.willingnesstopay.com/open-office-report): Public pricing teardown reports
- [Video Resources](https://www.willingnesstopay.com/videos): YouTube library
- [Newsletter](https://www.willingnesstopay.com/newsletter): The Monday Price Point
- [The Pricing Roadmap](https://www.willingnesstopay.com/product/the-pricing-roadmap): Product offering

## Industries served

- [Native B2B SaaS](https://www.willingnesstopay.com/industry/native-b2b-saas)
- [Perpetual & On-Prem](https://www.willingnesstopay.com/industry/perpetual-on-prem)
- [Hardware & SaaS](https://www.willingnesstopay.com/industry/hardware-saas)
- [Perpetual-to-SaaS](https://www.willingnesstopay.com/industry/perpetual-to-saas)
- [Hybrid](https://www.willingnesstopay.com/industry/hybrid)
- [Professional Services](https://www.willingnesstopay.com/industry/professional-services)
- [AI Products](https://www.willingnesstopay.com/industry/ai-products)
- [Private Equity](https://www.willingnesstopay.com/industry/private-equity)

## Contact

- Email: contact@willingnesstopay.com
- Phone: +45 2714 4127
- Address: St. Kongensgade 68 st tv, DK-1264, Copenhagen K, Denmark