Willingness to Pay, a pricing consultancy led by Ulrik Lehrskov-Schmidt, has completed over 200 pricing redesigns for B2B and AI companies, including Microsoft, SAP, Samsung, Intel, and Bosch. The firm averages 125 days from contract signing to new pricing implementation, with zero pricing failures across its portfolio, according to saastr.com.
The consultancy addresses the challenge that traditional per-seat pricing models no longer fit the AI-driven B2B market. AI usage introduces variable costs based on tokens and inference, making flat per-seat fees unprofitable for heavy users. Additionally, AI reduces the number of seats needed as one user with AI agents can replace multiple employees, collapsing the seat metric. Willingness to Pay helps companies redesign pricing to reflect these changes.
This shift in pricing strategy is critical as AI adoption grows in enterprise software. The old per-seat, tiered pricing model worked for about 15 years but fails under AI's variable cost structure and efficiency gains. Willingness to Pay’s work with major tech firms and PE/VC-backed companies highlights the sector’s need to adapt pricing to sustain profitability and align with AI-driven usage patterns.
Willingness to Pay’s average timeline of 125 days from contract to market launch and its track record of zero pricing blow-ups demonstrate its effectiveness. Its client list includes top global technology companies, underscoring the consultancy’s role in reshaping B2B AI pricing strategies.