B2B SaaS Pricing: How Thulium grew ACV by 30% without increasing churn

by Kris Szyszkiewicz, Partner & Co-founder

Client

+30% increase in Average Customer Value. 0% churn increase. 4 weeks to deliver. This is what happens when a SaaS price increase is backed by data, not guesswork.

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Thulium is a top-flight contact center tool to support any demanding customer service department, including those serving enterprise customers. It enables effective management of all the channels: helpdesk, IVR, chat, and more - from one place. Easy to use with a tasteful and non-overwhelming dashboard and dozens of possible integrations, including other top-class digital tools, Thulium is one of our favorite B2B SaaS products in this market segment.

"Working with Valueships was a pleasure from start to finish. They framed the problem correctly, provided us with a structured approach, calculated the impact of our potential decisions, and facilitated the change management process throughout a few months."

Łukasz Kozłowski, Thulium CMO

Situation

Thulium was preparing to re-launch their entire platform. They approached Valueships - their SaaS pricing consultant - with a request to create a new customer-oriented offer and a pricing design, enabling higher profitability. Thulium serves a diverse client base, including mid market companies focused on profitability and market expansion.

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The first interaction happened after the SaaStock event, where top SaaS companies from the CEE region met to network. Valueships experts attended that event as guest speakers - a reminder that the European SaaS ecosystem is tightly connected, and finding the right pricing consultant in Europe often starts with a conversation at the right event.

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After initial discussions, we confirmed that Thulium had their customers grandfathered into the old pricing modules, and in general, it had been a while since the last pricing changes. A platform re-launch was the perfect moment to fix that.

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Goal

The main objective was to positively impact ARPU with changes in service pricing and to maintain the leading position in the market by protecting and expanding market share. In other words: figure out how to increase ARPU without risking the strong customer relationships Thulium had built over the years.

Approach

We ran a focused SaaS pricing optimization engagement for Thulium - deep enough to get the answers right, fast enough to align with the platform re-launch timeline. The engagement aimed to align pricing with customer value and real-time market insights, ensuring a customer-centric, data-driven approach. Here’s how it played out.

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1. Revenue Engine Diagnostics & competitor pricing recon

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As usual, we began with a deep dive into internal client data and main competitors’ reconnaissance. But this time, we went a step further - we managed to gather mystery shopper insights through direct interactions with competitor sales teams. This allowed us to closely analyze competitor pricing and see exactly how Thulium’s prices compared to the rest of the market.

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What we discovered confirmed the hypothesis: Thulium had a much lower price point than the competitors. Setting a competitive price is crucial for attracting customers and benchmarking against the market, and Thulium’s pricing was well below the competitive price range established by others. Considering how much they were giving - dedicated onboarding, free implementation workshops, responsive support - there was a clear imbalance between offered value and service pricing. The product was significantly underpriced for the B2B SaaS market it operated in. The new pricing strategy aimed to create a competitive advantage for Thulium by better aligning price with value and market standards.

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On top of that, very positive client relations and low churn were a clear indicator that there was room for a price increase. When your customers love the product and barely anyone leaves, that’s not just a good sign - it’s a pricing signal. It means you can raise SaaS prices without losing customers, because the perceived value is well above what they’re paying. Companies that regularly review and adapt their pricing strategies based on market changes and customer feedback tend to maintain a competitive edge.

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2. Strategic alignment & value based pricing analysis

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As a next step, we ran an internal strategic alignment survey that helped frame strategic goals and prioritize feature pricing. It ensured the organization had a consensus about how they perceived the value generated by various product areas, with the marketing team included as a key stakeholder in the alignment process.

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This step is often underrated, but it’s critical for any value-based pricing strategy. If the sales team, product team, marketing team, and leadership all have different views on what the product is worth, execution will fall apart. The alignment survey eliminated that risk. Additionally, our pricing strategy was designed to align with all marketing materials, including case studies, website messaging, PR releases, and sales pitches.

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3. Pricing workshop & scenario modeling

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The Valueships team arranged a pricing page workshop to ensure that the whole Thulium team was going to be aligned when it came to implementing our recommendations. During the workshop, we reviewed and optimized the overall pricing plan structure, discussing how different plans could be positioned to meet customer needs and support growth. Workshops like this bridge the gap between strategy and execution - the team doesn’t just receive a recommendation, they understand the reasoning behind it and own the implementation.

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As always, we prepared a detailed calculation of the recommended actions’ potential impact to ensure that Thulium management got the proper perspective of risk to benefit ratio. We provided three scenarios varying by estimated price elasticity, based on B2B-specific benchmarks. In our scenario modeling and pricing page design, we also considered psychological effects such as the center-stage effect, which suggests that customers are more likely to choose the middle option when presented with multiple pricing tiers.

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This is the core of our SaaS pricing strategy approach: you never go to market with a single number. You go with scenarios - best case, base case, and conservative - so the team can make an informed decision based on their risk appetite.

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Results

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The results speak for themselves - and they set the standard for what a well-executed B2B SaaS pricing engagement looks like:

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+30% increase in Average Customer Value (ACV) on newly acquired customers and higher conversion of potential users into paying customers

0% churn increase - the best retention outcome in our entire portfolio, demonstrating improved retention of paying customers

4 weeks time-to-develop - from kickoff to actionable recommendations

1 Engagement Manager + Data Analyst - lean Valueships involvement, maximum impact

Increased pricing capabilities of the executive team - the team walked away with tools and frameworks they can use for years

Transparent pricing improved Customer Lifetime Value (CLV) and accelerated sales cycles, contributing to overall revenue growth

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Zero churn. That’s worth repeating. Thulium raised their effective pricing by 30% and didn’t lose a single customer because of it. The mystery shopper insights, the strategic alignment, and the scenario modeling all pointed in the same direction — and the execution confirmed it.

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SaaS pricing models

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Selecting the right pricing model is a critical decision for SaaS companies, as it shapes how customers perceive value and how revenue is generated. There are several common SaaS pricing models, each with its own advantages and challenges:

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Tiered pricing: This model offers multiple pricing tiers, each with distinct features and price points, allowing companies to serve different customer segments and maximize average revenue.

Usage-based pricing: Customers pay based on their actual usage, making this model attractive for those seeking flexibility and aligning price with value received.

Flat-rate pricing: A single price point for all customers simplifies the buying process but may limit appeal to only a subset of the market.

Value-based pricing: Prices are set according to the perceived value delivered to the customer, often resulting in higher profit margins and stronger customer relationships.

Choosing among these SaaS pricing models requires a deep understanding of customer needs, perceived value, and the competitive landscape. The most effective pricing model is one that aligns with the company’s product strengths, target market, and long-term business goals, ensuring that customers pay a fair price for the value they receive.

Pricing psychology

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Understanding pricing psychology is essential for SaaS companies aiming to optimize their pricing strategy and drive customer acquisition. The way prices are presented can significantly influence how potential customers perceive value and make purchasing decisions. Techniques such as charm pricing-setting prices just below a round number, like $49.99 instead of $50 - can make offers appear more attractive. Anchoring leverages higher-priced plans or features to make standard options seem more reasonable, guiding customers toward preferred choices. Additionally, showcasing social proof through testimonials and customer reviews can reinforce the value of a SaaS product and justify its price point. By thoughtfully applying these psychological principles, SaaS businesses can enhance their pricing pages, increase conversions, and strengthen their position in a competitive market.

Tiered pricing and customer segmentation

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Tiered pricing is a powerful pricing model for SaaS companies looking to address the diverse needs of their customer base. By offering multiple pricing tiers with varying features and price points, businesses can effectively segment their market and provide tailored solutions for different customer groups—from startups to large enterprises. This approach not only broadens the appeal of the product but also enables companies to increase average revenue per user (ARPU) and improve customer retention by allowing customers to upgrade as their needs evolve. However, it’s crucial to design pricing tiers that are clear, logical, and aligned with customer needs to avoid confusion and ensure each segment perceives fair value. A well-structured tiered pricing model can drive growth, maximize customer satisfaction, and support a scalable SaaS pricing strategy.

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Price increases and communication

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For SaaS companies, price increases are sometimes necessary to reflect enhanced product value, rising operational costs, or shifts in the competitive landscape. However, communicating these changes to existing customers requires a thoughtful approach. Transparency is key: clearly explain the reasons behind the price increase, highlight the additional value or improvements customers will receive, and provide advance notice to allow for adjustment. Offering grandfathered pricing or special concessions to loyal customers can help ease the transition and maintain trust. By handling price increases with sensitivity and open communication, SaaS companies can preserve strong customer relationships, minimize churn, and reinforce their reputation for fairness and reliability.

SaaS pricing and market trends

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The SaaS industry is constantly evolving, and staying ahead of market trends is essential for maintaining a competitive edge. Modern SaaS pricing strategies increasingly incorporate usage-based pricing models, allowing customers to pay for what they use and aligning costs with value delivered. The integration of artificial intelligence (AI) and machine learning (ML) is also transforming how companies analyze customer data and optimize pricing decisions in real time. Additionally, there is a growing emphasis on customer success and retention, with pricing structures designed to reward loyalty and maximize customer lifetime value. Economic factors, such as inflation or market downturns, further influence pricing strategies, requiring SaaS companies to remain agile and responsive. By continuously monitoring market trends and adapting their SaaS pricing models, businesses can drive growth, improve customer satisfaction, and secure their place in a dynamic, competitive market.

Frequently Asked Questions

Can you really raise B2B SaaS prices by 30% without any churn?

Thulium is the proof. A 30% ACV increase with literally 0% churn increase. But it doesn’t happen by accident. It requires three things: competitive intelligence showing you’re underpriced (mystery shopper insights confirmed this), internal data showing customers are happy and sticky (low churn and positive relationships), and scenario modeling that gives you confidence in the numbers before you pull the trigger. When all three align, significant price increases become low-risk. When companies raise prices, it’s crucial to ensure the new pricing structure aligns with customer expectations and perceived value to avoid the pain of paying that can deter purchases. B2B buying decisions are often influenced by emotion, so clear communication and social proof, such as customer testimonials, can help maintain trust and retention.

How do you know if your SaaS product is underpriced?

There are a few reliable signals. First, your churn is low and customer satisfaction is high - meaning customers perceive far more value than they’re paying for. Second, competitive benchmarking (especially mystery shopper research) reveals that similar products charge significantly more. Third, you’re offering premium services - like dedicated onboarding or free implementation - that aren’t reflected in the price. Thulium had all three, and the 30% ACV increase with zero churn confirmed there was substantial room to grow. Additionally, if your pricing model is simpler or more transparent than competitors, you’re less likely to confuse potential customers, which can improve acquisition and retention.

What is a mystery shopper analysis in SaaS pricing?

It’s a competitive intelligence technique where we interact directly with competitor sales teams as potential buyers. We request demos, ask about pricing, negotiate - just like a real prospect would. This gives us real-world pricing data that public pricing pages don’t always show, especially in B2B SaaS where pricing is often negotiated. For Thulium, mystery shopper insights were a key input that confirmed their pricing was significantly below market level. This process also helps identify different pricing models in the market, such as usage based pricing models, per user pricing, and flat rate pricing models, and how software companies position themselves for profitability and market growth.

How do you increase ARPU when re-launching a SaaS platform?

A platform re-launch is the perfect moment for a pricing reset. Customers expect changes, the product is genuinely improved, and there’s a natural communication hook. For Thulium, we combined revenue engine diagnostics with competitive benchmarking and internal alignment to design new pricing that reflected the re-launched platform’s value. The key is doing the homework before the launch - not adjusting prices after the fact. Introducing new pricing tiers or switching to a usage based pricing model can help align costs with actual consumption, making the pricing fairer and more scalable for target customers. Companies like Mailtrap and Coupler.io have successfully evolved their pricing models after analyzing customer data and feedback, supporting both ARPU growth and customer satisfaction.

How do you align a SaaS team around a pricing change?

Internal alignment is one of the most underrated elements of a successful price increase. We use two tools: a strategic alignment survey (to surface different perspectives across teams on feature value and pricing priorities) and a pricing workshop (to align on strategy, scenarios, and execution). For Thulium, this meant the sales team, product team, and leadership all understood why the price was changing and how to communicate it. That alignment is what makes the difference between a smooth rollout and internal chaos. Understanding target customers and their expectations is essential to ensure the new pricing model - whether it’s tiered, per user, or usage-based - meets their needs and doesn’t confuse potential customers.

How long does a SaaS pricing project take?

It depends on scope. A full value-based pricing engagement with willingness to pay research, competitive analysis, and packaging redesign typically takes 8–12 weeks. But focused engagements can move much faster. Thulium went from kickoff to actionable recommendations in just 4 weeks - with a lean team of one Engagement Manager and one Data Analyst. When the scope is clear and the data is available, speed doesn’t mean cutting corners. Regular reviews and continuous testing are important to keep your pricing model relevant, especially as market growth and customer expectations evolve.

Why should you hire a pricing consultant for a SaaS platform re-launch?

Because a re-launch is a once-in-a-cycle opportunity to reset your pricing - and getting it wrong is expensive. Price too low and you lock in underpriced contracts for years. Price too high without data and you risk churn at the worst possible moment. A SaaS pricing consultant brings the competitive benchmarks, the scenario modeling, and the execution framework that turns a high-stakes decision into a confident one. Thulium’s 30% ACV increase with zero churn shows what that confidence looks like in practice. Consultants can also help you evaluate different pricing models (such as usage based, per user, flat rate, tiered, and hybrid models), introduce new pricing tiers, and ensure your pricing structure is simple enough not to confuse potential customers while still supporting long-term market growth and profitability.