Award winning pricing consultants

Unlock the power of pricing

Untapped Pricing helps ambitious leadership teams turn pricing into a strategic growth lever, boosting revenue, margin, and confidence in every commercial decision.

...or try our free Pricing Scorecard

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Don’t let outdated pricing hold your business back

You’re focused on growth and delivering value to customers, but you can’t help wondering: Are we leaving money on the table?

• You’re unsure what customers are truly willing to pay.
• Prices haven’t kept pace with how your offer has grown.
• Your team struggles to defend prices confidently.
• Margins are under pressure.

If any of these sound familiar, you’re not alone. Many growing businesses outpace their pricing before they realise it.

The good news? You’re sitting on one of the fastest levers for profitable growth.

or explore our approach to pricing strategy

Turn pricing into your competitive advantage

Untapped’s proven Pricing Sprint™ method helps teams explore, design, validate, and implement pricing strategies, with buy-in at every stage.

The result: A clear framework for pricing decisions that fuel sustainable growth.

Four overlapping circles labeled "Explore," "Design," "Validate," and "Implement," each in different colors, representing steps in a process.

Explore

Diagnose what is holding you back

Design

Turn opportunities into actionable ideas

Validate

Test and validate with real customers

Implement

Align the team and launch with confidence

or meet the team

Bring the Pricing Sprint® methodology into your business

The Pricing Sprint (published by Bloomsbury Business, 2026) introduces Untapped’s proven process for turning pricing into a growth lever.

During a Pricing Sprint®, we turn complex pricing questions into clear commercial decisions. We’ll transform your team’s market knowledge—strengthened by commercial analysis, customer insight and behavioural design—into a pricing strategy your team can back and put into action.

Two women, appearing as pricing strategy consultants, stand back-to-back against an orange background, holding a book titled "The Pricing Sprint" toward the camera.

Trusted by leadership teams and investors worldwide

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Strategic pricing services to unlock your business’s full potential

Untapped Pricing helps teams build pricing that works in the real world.

We look at the full commercial picture across commercial data, customer insight, value proposition, market behaviours, and internal decision-making.

By taking a holistic view of pricing, we help you uncover powerful growth opportunities.

Whether you’re looking for a full pricing transformation, a focused sprint to tackle specific challenges, or a quick diagnostic to pinpoint opportunities—we’ve got you covered.

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Pricing Strategy

Unlock the full potential of pricing

Take a holistic approach to pricing
Define, validate and implement a comprehensive pricing strategy
Enable evidence-led decisions with a robust understanding of value
Test how price and presentation changes perform in the real world

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Pricing Sprint®

Accelerate pricing confidence

Address specific pricing challenges
Align the team around key pricing decisions
Build the evidence to underpin your pricing strategy

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Pricing Appraisal

Pinpoint areas of opportunity

Diagnose internal roadblocks
Explore pricing levers
Identify quick wins
Craft a clear, actionable pricing roadmap

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James Porter
Director of Growth — HeliosX

“It was a super low effort, high impact project that was masterfully run.

It helped us level up how we’re thinking about the customer and future pricing.”

There’s no time like today to get started.

Step 1

Book a call

Set the foundation for your pricing project.

Schedule a call to discuss your goals and challenges. We’ll explore your current pricing, identify key opportunities, and build a tailored proposal.

Step 2

Set a strategy

Collaborate to create an evidence-driven strategy.

We work collaboratively with your team to develop and implement strategic pricing decisions that align with your product, brand, and market positioning.

Step 3

Get results

Unlock measurable growth.

Watch as your optimised pricing drives measurable growth. From improved profitability to better customer retention, you’ll see the impact of a strategic, value-driven approach.

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Maren Kunfermann
Chief Marketing Officer — Ifolor

“Untapped have opened our eyes to a whole new marketing lever. Active price management and breaking established norms have reaped instant value and rewards for us.”

Work with the best, anywhere in the world

Our international team of consultants is remote by design, enabling us to work seamlessly with businesses across the globe.

We combine deep expertise in pricing strategy, data analysis, design thinking, behavioural psychology, and market research. This breadth of knowledge allows us to adapt our approach to the unique challenges and opportunities of any industry.

With a passion for making pricing practical and impactful, we bring clarity, creativity, and energy to every project—helping you make progress quickly.

or schedule a call with our founder

Frequently Asked Questions (FAQ)

Have a question for the Untapped Pricing team? Reach out at hello@untappedpricing.co.uk.

What industries does Untapped Pricing specialise in?

Untapped Pricing works across B2B and B2C — pricing everything from beauty products, sports apparel, and photo books to funeral services, business software, and seismic technology — always with measurable impact.

Untapped’s Pricing Sprint® methodology is built to cut through industry complexity and apply evidence-led pricing principles in any market.

Because we are industry-agnostic by design, our approach doesn’t rely on having niche insider knowledge. Instead, it surfaces what customers truly value and builds commercial strategies around that. This adaptability is what makes it effective across such a wide range of industries and customer contexts.

Is Untapped Pricing right for businesses at our stage of growth?

Untapped Pricing typically works with scaling founder-led businesses, private-equity backed firms, and established organisations facing new complexity, such as expansion into new markets, product or service launches, cost pressure, or inconsistent discounting.

If pricing decisions feel high-stakes, hard to reverse, or increasingly debated internally, it’s usually a strong signal that the business is at the right stage to benefit from a structured pricing approach.

To explore whether Untapped Pricing is right for your business, book a short introductory call here.

What outcomes can we expect from working with Untapped Pricing?

Clients work with Untapped Pricing to make pricing decisions with greater confidence, clarity, and commercial impact.

Outcomes typically include clearer value propositions, more consistent pricing structures, reduced discounting, and pricing models that scale with growth. Teams also gain a shared language and decision framework for pricing, making it easier to move faster and align across product, sales, and leadership.

The result is pricing that better reflects customer value and supports sustainable revenue and margin growth.

For example, here are some outcomes our clients have seen:

An online retailer saw a 5:1 ROI in just 6 weeks through our Price Testing service. The project generated a significant increase in revenue and profit, without eroding sales volumes:
+18.4% increase in Revenue Growth
+21.1% increase in Gross Margin Growth
-31.1% reduction in Discounting spend

A Pricing Sprint with one HealthTech client resulted in 50% of new customers transitioning from one-off purchases to extended contracts (3, 6, or 12 months), which drove significant improvements in Average Order Value (AOV), Retention, and Customer Lifetime Value (LTV).

A Pricing Sprint with a manufacturing company identified a new, high-value customer segment that unlocked higher willingness to pay.

How is Untapped Pricing different from other pricing consultants?

Untapped Pricing combines commercial analytics, customer research, and behavioural design into a single, evidence-led methodology called the Pricing Sprint®.

The process is designed to build alignment and conviction across finance, sales, marketing, and product. It brings structure and discipline to pricing decisions around revenue growth, margin, discounting, and risk.

The Pricing Sprint® is deliberately collaborative, using real customer insight, rapid testing, and practical trade-offs to help teams both define a clear pricing strategy and build the capability to make better pricing choices over time.

This approach is codified in the book The Pricing Sprint, written by Untapped Pricing’s Founder and CEO Jenny Millar and Senior Partner Ann Padley, and published by Bloomsbury.