Unlock Value. Capture Profit.
Forfeited Margin
Profit Erosion
Scalability Drag
Value Misalignment
Sales Friction
Eroded Confidence
It's cost clarity in motion.
Captured Margin
Margins Protected
Growth Runway
Market Readiness
Sales Velocity
Market Authority
Pricing Challenges
The Friction Holding You Back
Uncaptured value, forfeited margin.
Pricing that fails to differentiate based on customer value, leaving significant revenue untapped.
Runaway discounting, eroded profit.
Poor discount governance and pricing exceptions that systematically eat away at your bottom line.
Legacy models in a dynamic market.
Pricing structures that don't scale as your business evolves, creating friction and limiting expansion.
Price-value mismatch, impeding competitiveness.
Pricing out of sync with your growth strategy, undermining your offer and market position.
Complex pricing, stalled sales momentum.
Complex or opaque pricing structures that confuse customers and force sales teams into defensive negotiations.
Gut-feel pricing eroding confidence.
Making high-stakes decisions based on instinct rather than clear value frameworks and market intelligence.
Our Capabilities
Master Your Pricing Path
Capture fair value, not just cost-plus.
Move beyond cost-plus thinking to clear value frameworks that capture the true value of what you deliver.
Protected margins, controlled flexibility.
Robust discount frameworks and approval governance that protect margins while enabling sales agility.
Pricing that scales with ambition.
Pricing models designed to grow with your business, supporting product evolution and market expansion.
Teams equipped to win.
Tools and training that give your team the confidence to communicate value and reinforce customer positioning.
Clarity that accelerates sales.
Simplified structures that enhance customer understanding and remove the friction that slows down deals.
Data-driven pricing intelligence.
Performance tracking and analytics that inform your strategy and GTM execution.
Proven Results
Impact Where it Matters
SaaS & Technology Platforms
Optimising recurring revenue engines.
We transform subscription models to capture fair value, eliminate revenue leakage and build pricing architectures that scale with growth ambitions.
PE Portfolio Companies
Accelerating value creation through pricing.
We deliver rapid pricing diagnostics and optimisation that drive margin improvement and support exit readiness on compressed timelines.
Scale-ups & Growth Companies
Optimising pricing for profit and expansion.
We help growth teams move beyond cost-plus, creating scalable pricing strategies that protect unit economics and enable market expansion.
The Expertise
Expert hands on your
hardest problems.
A specialist team solving the complex pricing problems that stall performance, so you get the traction, not the friction.
Tunde Oloruntoba
Strategy & Analytics
Strategic pricing and commercial analytics leader with 15+ years driving revenue growth and performance improvement for PE-backed companies across UK, Europe and US markets.
Shaham Afsar
Pricing Strategy & Transformation
Strategic pricing transformation expert with 20+ years optimising revenue and profitability across B2B SaaS and B2C markets. Specialises in pricing models, monetisation strategies and go-to-market execution.
Zoltan Fodroczi PhD
AI & Machine Learning
Deploys AI and Machine Learning solutions for large-scale commercial applications, architecting cloud-native MLaaS platforms and scalable data lakes across Technology, Financial Services and Healthcare.
Ready to Sharpen Your Pricing Edge?
Let’s explore what’s possible for your situation.
Speak with an expert: 0208 004 3015
