Pricing Psychology

Put a pair of fresh eyes on how and when a customer sees pricing in the buying experience.

Perfect for reframing your current prices

We put the pricing experience under a microscope, identify behavioural nudges & set up a quick-win testing plan

Small changes and simple experiments can have a transformational impact on your business.

It’s as much about the way the prices are framed as the price itself. In one study, adding a photo of a person smiling increased loan demand by as much as a 25% drop in interest rate would have.

We make pricing psychology and behavioural science accessible and actionable.

Source: The Quarterly Journal of Economics "What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment"

How it works

We build enduring pricing capabilities (not slide decks). Plan to roll up your sleeves. We work together to make progress, break through roadblocks and set pricing that drives growth.

Pricing Psychology

Pricing Journey Review

Map the current pricing journey and gather insights through the eyes of the customer

Pricing Psychology

Expert Review

Multi-expert review to identify nudges from the perspective of pricing psychology and behavioural science

Pricing Psychology

Quick Win Showcase

Review quick wins and long-term opportunities, then set up a testing plan to quantify the impact of pricing nudges

Nudge buying behaviours

Pinpoint changes to how prices are framed in the purchase flow that will ‘nudge’ customer behaviours. You’ll measure, test and implement knowing…

  • Behaviours – The key behaviours that drive success for your business
  • Nudges – Concrete changes to improve purchase flow and price framing
  • Quantified Impact – How you will measure impact on conversion, retention & customer lifetime value (LTV)

Pricing design with a refreshing twist

Pricing Psychology

We do pricing communicaitons with a refreshing Design Thinking twist.

No boring Zoom calls here. We design every session to make progress at pace and accelerate collaboration.

Come as you are. Our expert facilitators leverage your team’s existing knowledge and remove the guesswork by bringing data-led, customer-centered decision making to the table.

We are so confident you will love the way we work, we offer teams a free, 90-minute session to get to know us.

What others say about our work

Pricing Psychology

Professor Ivo Vlaev

Behavioural Science
Warwick Business School

“How prices are presented to customers is as important as the price-points themselves.

Untapped have an impressive grasp of the psychology of pricing and the rigour to design & test how pricing information should be presented.

They know how to influence price perception and nudge desired behaviours, achieving remarkable results for their clients.”

We’ve boosted pricing confidence in these organisations

At Untapped Pricing there is no ‘B-team’

We pride ourselves on connecting our clients with world class talent, working directly with you to master your pricing.

We’re a lively bunch of pricing experts, Design Thinkers and behavioural psychologists who love to bring colour to the topic of pricing and thrive on making progress quickly.

Jenny Millar

Jenny Millar

Pricing Strategy

Luke Battye

Luke Battye

Pricing Psychology

Prof. Ivo Vlaev

Prof. Ivo Vlaev

Behavioural Science

Ann Padley

Ann Padley

Design Thinking

Daniel Pembroke

Daniel Pembroke

Pricing Strategy

Suzanne Lugthart

Suzanne Lugthart

Pricing Research

Rick Mather

Rick Mather

Dynamic Pricing

Felix Oesch

Felix Oesch

Pricing Strategy

Simon Lane

Simon Lane

Value Coaching

Selena King

Selena King

Pricing Research

Kate Thompson

Kate Thompson

Pricing Research

Tony Isaacs

Tony Isaacs

Pricing Research

Mohammed Sebti

Mohammed Sebti

Pricing Analytics

Jack Bottoli

Jack Bottoli

Client Experience

Josie O’Donovan

Josie O’Donovan

Pricing Comms

Dr. Bo Kelesyn

Dr. Bo Kelesyn

Design Thinking

Need to review your pricing strategy first?

Check out…

Pricing Design

Price your new product or service to maximise reach, revenue and brand alignment.

Pricing Change

Redesign your pricing strategy to react to recent market forces, grow sales or raise profitability.