Article · 6 min read

Dear SaaStr: How Do You Change the Price of Your SaaS Product Without Upsetting Existing Customers?

Jason Lemkin · SaaStr Free Beginner

The most sympathetic answer to this question: raise on new customers, leave the early believers alone while you are growing fast, and if you must move them, give six months or more on the old price as a thank you for taking a risk on you.

  • Default answer: raise prices on new customers only, which forces you to deliver more value for the higher price.
  • If you must move existing customers, give them six months or more on old pricing as a thank you.
  • Do not raise prices because growth slowed and you are out of ideas, that is a short term patch.
  • Angering early customers costs referrals and second order revenue, which usually exceeds the bump.
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The question it answers

  1. I want to raise prices. What happens to the customers who are already paying me, and should I grandfather them?

Read with it

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  2. Worked examples rather than theory, across hundreds of tracked price changes: who repackaged well (Ahrefs, Loom, Pipedrive),... Growth Unhinged Newsletter · 12 min read The good, bad and ugly of SaaS pricing changes Rob Litterst and John Kotowski
  3. A primary source rather than commentary: how India's largest software company actually told customers about a 15 percent rise.... Zoho Article · 5 min read Zoho Price Change Notice Zoho
  4. Video · 35 min Zapier’s Pricing Transformation: From Testing Gone Wrong to Usage-Based Wins | Beelieve 2025 Zapier monetization team
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