👋 Hi, I’m Kyle from OpenView and welcome to my newsletter, Growth Unhinged. Every other week I take a closer look at what drives a SaaS company’s growth. Expect deep dive takes on product-led growth, pricing, benchmarks, and much more.

It’s also the most mysterious lever and one that doesn’t get the attention it deserves. Software companies don’t boast about their latest price increase and how much money it made them—it wouldn’t be a great look, especially in this inflationary environment.

If software companies won’t boast about pricing, I’ll boast on their behalf. Data from OpenView’s annual SaaS benchmarks survey shows that 98% of pricing changes had either a positive or neutral impact on growth. And two in five companies that altered pricing reported a 25% or higher increase in ARR as a result. There’s not much (anything?) else you’ll do that can have such a meaningful impact on your trajectory yet doesn’t require extra headcount or excessive risk.

Pricing is equally as important for PLG companies—although it’s even harder to get right. You have more users, which means you have more room for experimentation but also a bigger magnifying glass if you get it wrong. You have to build for transparency and self-service, meaning you don’t always have a sales rep who can explain things or offer a discount in order to close a deal. 

To help provide answers I turned to pricing expert and quant wunderkind Abel Riboulot, Co-Founder & CEO of Corrily. The YC-backed Corrily is on a mission to help tech companies optimize prices and they’ve now run pricing experiments on millions of users across the globe.

Abel shared five pricing insights that every PLG company needs to know—all supported by never-before-seen experimental data. Who else is ready to nerd out about pricing? 🤓🤑