Why Collaboration is Key to Pricing with Eva Feenstra, Director of Pricing & Commercialisation at Xero

Monetize: The Art Of Pricing

In this episode of Monetize: The Art of Pricing, host Abhishek Rajagopal chats with pricing expert Eva Feenstra to explore the nuances of pricing strategy in the SaaS industry. Eva is the Director of Pricing & Commercialisation at Xero, and she shares her unconventional journey to becoming a pricing leader and explains why pricing is a critical revenue driver for businesses. They discuss psychological pricing and usage-based models, citing real-world examples, including Xero's bundling strategies. Eva highlights the collaborative nature of pricing decisions, customer behavior insights, and the importance of adapting pricing strategies to market dynamics.
Here are some key discussion topics:

• The Importance of Pricing in Companies
• Case Study: Transitioning Legacy Pricing Models
• Customer Feedback in Pricing Decisions
• Developing Pricing Strategies
• The Art and Science of Psychological Pricing Strategies
• A Pivot to Usage-Based Pricing Models
• Xero's Pricing Strategy
• The Evolving Role of Pricing Teams

Eva Feenstra is the Director of Pricing & Commercialisation at Xero, a global small business platform with 3.5 million subscribers. Based in Sydney, Australia, Eva brings 15 years of expertise in pricing, monetization, and strategy across technology sectors, including fitness apps, marketplaces, and accounting software. Previously a Senior Director at Simon-Kucher, Eva excels at using data to drive results. Eva is passionate about growth and innovation and is committed to helping businesses thrive through transformative pricing strategies.
Episode Highlights
02:38 - The Importance of Pricing in Companies
05:23 - Case Study: Transitioning Legacy Pricing Models
07:55 - Customer Feedback in Pricing Decisions
10:27 - Developing Pricing Strategies
12:02 - The Art and Science of Psychological Pricing Strategies
18:34 - A Pivot to Usage-Based Pricing Models
20:02 - Xero's Pricing Strategy
25:52 - Downgrades in Pricing
27:52 - The Evolving Role of Pricing Teams
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