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A close friend of mine, a serial entrepreneur, launched a fintech platform with an unbeatable value proposition: it was entirely free for businesses. The strategy was to monetize later through third-party transaction fees, effectively stripping away all upfront friction for enterprises and catalyze rapid adoption.

His company raised a few million in seed, and lifted the curtain, and … crickets. Nothing happened. Businesses didn’t sign up. My friend was confused while prospective clients hesitated. This simply didn’t sit well with them.

Then the founder decided to do something odd. He charged money on top of the original monetization plan. Same product, same value proposition, but now there is a monthly subscription. Almost overnight, new businesses began signing up.

Today, that startup is worth billions.

This highlights a counterintuitive truth in strategy: In real-world markets, free or lower prices don’t always drive demand. Frequently, they achieve the opposite.

Higher prices amplify perceived value

The price-quality heuristic is a cornerstone of behavioral economics. When buyers lack complete transparency, they use price as a shortcut for quality. This is why identical items, from fine wines to electronics, are rated higher when they cost more. In B2B, this effect is amplified: A cybersecurity solution priced far below the market doesn’t look like a bargain; it looks like a risk.

Pricing dictates customer behavior and expectations

Low entry points tend to attract price-sensitive users who optimize for cost over outcomes. These cohorts are often more prone to churn and demand excessive support. Conversely, premium pricing attracts partners who value reliability and performance. Opting for higher pricing means going after clients with a different mindset. Even in strategic advisory, I see premium pricing as a filter for commitment.

Your price defines your competitive landscape

Pricing at the bottom floor frames the company within a commoditized segment where differentiation is minimal. Pricing at a premium forces a higher standard of depth, service and trust. Price defines who you are competing against and how you will be compared to them.

is a strategic adviser to tech companies and investors, specializing in strategy, growth and M&A, a guest contributor to SA¹ú¼Ê´«Ã½ News, and a seasoned lecturer. Learn more about his advisory services, lectures and courses at . for further insights and discussions.

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