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 pricing psychology 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 Journey Review

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

Expert Review

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

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 psychology with a refreshing twist

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

A man in a blue suit is smiling about 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

Silhouette of a city skyline with varying building heights on a plain white background.

A blank white square with no visible details or elements.

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.