Decide what to charge, with the evidence to defend it.
Pricing Lab is where the price gets decided — what your book says today, what the market charges, what customers will actually pay, and what a new architecture does to every customer before anyone sees it.
Most pricing decisions are made on the least evidence of any decision that size.
A company that would never ship a feature without research will move a price on a competitor screenshot and a founder's instinct. Not because the team is careless, but because doing it properly means first-party analysis, competitive normalisation, demand measurement and value modelling — four different disciplines, none of which is anyone's day job.
Pricing Lab is those four disciplines, run for you, ending in one recommendation with its evidence attached.
Three questions, answered in order.
Where you stand, what it's worth, and what happens if you move. Each answer grounds the next, and each one stands alone if that's all you need.
See what you're actually charging
Your own book, told as a pricing story — then set against what the market charges, tier by tier, with the source behind every competitor number.
| Tier | ARPU | Realized | List | Disc. |
|---|---|---|---|---|
| Free | $0 | $0 | $0 | — |
| Plus | $9.40 | $9.40 | $11.99 | 22% |
| Professional | $16.10 | $16.10 | $19.99 | 19% |
| Business | $18.20 | $18.20 | $24.00 | 24% |
- Realized price vs list, tier mix, revenue concentration, ARPU by segment
- MRR movement and NRR / GRR, so you know which way the base is drifting
- Competitive rate cards normalised to comparable tiers, not screenshots
Find out what it's actually worth
Demand measured with real instruments rather than opinion, and value modelled against the alternative your buyer would otherwise choose.
- Van Westendorp, Gabor-Granger, conjoint and MaxDiff on simulated respondents
- Validated against real panels when a number needs to survive a board
- Economic value against the next-best alternative — competitor, build, or status quo
Change the price without breaking your book
A complete architecture — segments, packages, tiers, rates and discount rules — projected onto every customer you have before a single one of them sees it.
- Per-customer current-vs-new subscription, discount and recurring revenue
- Net ARR delta, churn risk and break-even, as a business case you can take to a board
- Approved designs provision into Stripe with cohort migration and a dry run first
The architecture you approve is the one your reps can quote.
A price list that only exists in a deck is a price list your deal desk will quietly renegotiate. What Pricing Lab decides becomes the floor Deal Desk enforces — same evidence, same rules, no reconciliation step in between.
See Deal Desk →What runs today, and what doesn't yet.
Available means it runs today. Preview means your pricing expert delivers it by hand while the product surface is built — you get the output, not the screen.
Judge the method before you buy it.
We run this analysis on public pricing pages and publish what we find. Outside-in, no client relationship, every claim bounded — so you can assess the reasoning rather than take a reference call.
Notion folded AI into its Business plan and raised the price to $20. Who paid more?
Read the Notion teardownAnthropic added Max plans at $100 and $200 a month above its $20 Pro plan. Would heavy users pay five to ten times more?
Read the Anthropic teardownCalendly moved its AI notetaker out of the base plans and into new $18 and $24 tiers. Would buyers pay $8 more per seat?
Read the Calendly teardownSupabase started metering logs, then raised the free allowance from 5 GB to 20 GB. Which version would developers keep?
Read the Supabase teardownGranola replaced its free trial with a free plan and dropped its $18 Individual plan. Did it pay?
Read the Granola teardownMicrosoft put Copilot in Microsoft 365 Personal and Family and raised prices by $3. Who paid more?
Read the Microsoft 365 teardownGoogle put Gemini in every Workspace plan and raised prices by up to $4. Who paid more?
Read the Google Workspace teardownThe things people ask first.
Who actually operates this?
A senior pricing operator, working with Albi's agents on your data. You are not being handed software to learn — you review a proposal and decide.
What do you need from us to start?
Read-only access to your billing system, or an export of customers, subscriptions and invoices. Everything else we can bring ourselves.
What if we disagree with the recommendation?
Then it doesn't ship. Nothing reaches a customer without your approval, and the evidence behind every number is attached so you can argue with the reasoning rather than the conclusion.
How long does a pricing review take?
Weeks, not quarters — the constraint is usually how quickly we can get the data and how many people need to agree, not the analysis.
Can we scope it to one question?
Yes. Each capability stands alone, so an engagement can be just a competitive benchmark or just a willingness-to-pay study.
Let's look at your pricing.
A 30-minute conversation with a pricing operator. You'll get a read on your own pricing whether or not you work with us.