THE VALUE & PRICING BLOG

The latest stories, blog articles, and pricing news from the Ibbaka team

Liam Hannaford Liam Hannaford

From Pricing to Profit: 5 Critical Webinars Every B2B SaaS Leader Must Watch

Witness the strategies shaping the future of B2B SaaS with exclusive access to our 5 most essential recent webinars—with our VIP decks now available for download. These sessions bring together the latest thinking from the industry’s top pricing and monetization experts, covering everything from Q1 2025’s biggest pricing shifts and the evolution of agent-based packaging, to actionable frameworks for AI pricing, mid-year trend analysis, and what’s really happening in B2B SaaS monetization.

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Steven Forth Steven Forth

Agents everywhere, but what kinds, and how to price them

Agents are popping up everywhere. Vibe coding and good tooling have made it easy to develop agents. Users and buyers are looking for simple solutions that leverage AI. Agents are the result. There are two broad trends: net new agents and agents built to access functionality and data in existing apps. How do pricing approaches differ in these two cases?

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Edward Wong Edward Wong

Why Pricing Teams Demand Specialized AI Agents (And What It Means for Your Value Strategy)

Professionals have a growing realization of the power of agents to take their work to the next level and are looking for ways to leverage AI. Pricing is a focal point for this as it has always been tool and data heavy and has long leveraged AI in different parts of the value chain. Pricing experts are looking for agents that complement them and that are specialized for specific customers or pricing challenges rather than generalist AIs.

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Steven Forth Steven Forth

The team as a frame for agent packaging and pricing

One emerging strategy for designing and pricing a family of agents is the team. Agents are being designed as complements or replacements for well established functional teams. An example of this in the data space is Brighthive. They have designed their agents to reflect well established roles on a data team.

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Steven Forth Steven Forth

How to assess your pricing model

Many companies are considering revising their pricing model given the rapid changes in the economy, technology advances and the emergence of agents a packaging pattern. Ibbaka has been working with Michael Mansard on a framework for pricing model assessment. We assess from the perspective of the vendor and the buyer. Intercom’s popular FinAI agent is used as an example.

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Steven Forth Steven Forth

Changing patterns in AI packaging and pricing: Intercom, Adobe, Gainsight

Over the past three months there has been a sea change in packaging and pricing for AI. The biggest change has been the rise of agents. But there has also been a shift to making AI the default. We can see that in recent moves by some of the world’s leading software companies: Intercom, Adobe and Gong.

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Steven Forth Steven Forth

Your customers will be building their own agents for your platform - how will you price this?

An emergent pattern in the agent economy is for companies to provide their customers with the ability to build custom agents that sit on their platforms and help the customer get more value. These are often called User Built Agents. How is value created for customers with this new functionality? How will it be priced? Ibbaka used it value model generation AI to explore these critical questions.

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Steven Forth Steven Forth

Prompts to read Value Pricing and Billing for the agent economy

On April 24 Ibbaka published some important research on pricing and billing in the agent economy. This is the first in depth report on the emergent Agent Economy. Agents are becoming one of the primary ways that generative AI functionality is being brought to market. The report is rather long, more than 80 pages, and in today’s high paced world not everyone will want to invest the time to read in depth We get that. Here are a series of prompts, and responses from Perplexity, that give different entry points into the report.

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Steven Forth Steven Forth

A concept blend of Jobs to be Done and pricing of AI Agents

Pricing of agents is a hot topic in business circles. As we move to an agent economy how will pricing change? We explore this question by using the concept blending technique to create concept blends of Jobs to be Done and B2B SaaS and then Jobs to Be Done and Agent AI in the context of pricing. We then compare the two.

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Steven Forth Steven Forth

How to price AI agents

Pricing AI Agents is a critical challenge for pricing and innovation in 2025. Two approaches have emerged so far, the Ibbaka Agent Pricing Layer Cake and the Growth Unhinged Agent Pricing Matrix. Let’s look at how these work and how they can be used to price AI agents. As credit based pricing is becoming common for AI agents the two approaches are combined to address this.

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Steven Forth Steven Forth

Value Pricing and Billing in the Agent Economy

The Agent Economy is rewriting the rules for B2B software and launching a revolution as important as the one Salesforce launched back at the beginning of the 21st C with its ‘No Software’ SaaS business model. Ibabka has compiled extensive research, including primary research, on the implications of agents for value, packaging, pricing and billing. This extensive report will help you execute on the changes we all need to make.

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Steven Forth Steven Forth

AI Subscriptions and Ethics

AI and AI agents are emerging as a dominant form of economic activity. How we price these agents has deep implications for the kind of economy we live in. Series 7 Episode 1 of the UK science fiction series Black Mirror asks us to think about the ethics of subscription models and what kind of world we want to live in. We need a framework for ethical decisions in pricing AI agents.

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Steven Forth Steven Forth

Pricing in the agent economy

The agent economy will replace the subscription economy and most value currently captured within enterprise software will be delivered by agents. This will require new approaches to pricing. By combining the Jobs to be Done approach to pricing with the Ibbaka AI agent pricing layer cake there is a path forward for Agentic AI companies.

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Amar Dhaliwal Amar Dhaliwal

“Sell with Clarity. Price with Confidence” The Meaning of Ibbaka's Tagline

Sell with clarity. Price with confidence. This is the heart of Ibbaka’s offer. We are here to stand with you as you go to market. We make sure your pricing is grounded in data and that your sales teams have what they need to sell the value you create for customers.

Price with confidence. Sell with clarity. The two are closely linked.

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Steven Forth Steven Forth

Will Annual Predictable Revenue (APR) replace Annual Recurring Revenue (ARR)?

Historically, SaaS companies have used ARR or Annual Recurring Revenue as their key metric. As pricing models diversify and access, usage and outcomes are combined with subscriptions to build hybrid pricing models ARR becomes less relevant. At the same time, more volatility in churn numbers is undermining the utility of ARR as a predictor of future revenue. We need a new metric. Ibbaka proposes that this be APR for Annual Predicted Revenue.

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Steven Forth Steven Forth

How buyer AIs see pricing pages

AI is playing a growing role in the buying process. One of the things these AIs look at is the pricing page. How do the pricing pages of some well know B2B SaaS companies perform when looked at by a buyer AI?

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Amar Dhaliwal Amar Dhaliwal

Value-Based Pricing: A Smarter Way to Sell in Uncertain Times

Tariffs continue to threaten international trade patterns and B2B SaaS companies are not immune. One of the key ways to defend, and even leverage these changes, is to move to value-based pricing and its corollary value based selling. Here is a quick guide to how you can use value-based pricing in a time of growing tariffs.

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Steven Forth Steven Forth

Key value pricing questions and how to answer them

Our customers often come to us with a standard set of question about value and pricing. To help everyone answer these questions and to show how Ibbaka goes about answering these questions we are sharing a series of LinkedIn carousels. Here are the first six.

Do you need hybrid pricing?

Will your pricing become transparent?

Should you increase prices?

Good & bad discounting

Best practices in introducing new pricing

Quantify differentiation to capture more value

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