For the first year I was terrified to touch pricing. $19/month felt safe. Felt approachable. Felt like the kind of number that wouldn’t scare anyone off.

Then I raised it to $39. Lost about 40 users in the first month. Sat with that feeling for a while because it genuinely felt like failure.

Revenue went up.

Turns out the customers who churned were also the ones filing the most support tickets, asking for the most exceptions, and referring nobody. The ones who stayed barely flinched. A few of them emailed to say the product was underpriced.

I’d spent a year optimizing for the wrong thing. Volume felt like traction. It wasn’t. It was just noise with a low price tag attached to it.

The customers who value what you built will pay for it. The ones who don’t were never really yours to keep.

What’s one pricing decision that surprised you with the result?