How to Price for Both B2B and B2C Subscriptions with American Home Shield’s Braeden Russell

Episode 77 October 02, 2024 00:44:57
How to Price for Both B2B and B2C Subscriptions with American Home Shield’s Braeden Russell
Subscription Stories: True Tales from the Trenches
How to Price for Both B2B and B2C Subscriptions with American Home Shield’s Braeden Russell

Oct 02 2024 | 00:44:57

/

Show Notes

Making pricing simple can be really complicated, especially in the world of subscriptions, where every pricing change can affect how much your members trust you. How do you manage different pricing for different segments? And how do you change that pricing over time?

Today's guest, Braeden Russell, is the Director of Pricing for American Home Shield, a home warranty provider with over 2 million members. He needs to optimize the price for the realtors, who often gift the first year of coverage to new homeowners, with the pricing needs of the homeowners themselves, who will eventually be responsible for the relationship.

In this episode, you'll learn how to balance the pricing needs of your B2B and B2C members, when to bill monthly versus annually, and how you can use pricing to drive loyalty among your best members.

 

 

Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts!

Join the Subscription Stories Community today:

Other Episodes

Episode 68

February 21, 2024 00:41:30
Episode Cover

Lessons in “Service-First Product Leadership” from Ford, PlayStation and Beyond with Ross McGregor

Building a new subscription model in a large, successful company is hard enough, but when your company's core competency is manufacturing and the subscription...

Listen

Episode 33

September 29, 2021 00:43:38
Episode Cover

How Profit and Purpose are Combining to Create New 21st Century Iconic D2C Companies Like Tesla, The RealReal and Bellwether Coffee with DBL Ventures' Ira Ehrenpreis

There is no bigger topic when it comes to consumer sentiment than the rising demand and focus on Environmental, Social, and Corporate Governance related...

Listen

Episode 51

November 30, 2022 00:35:37
Episode Cover

Product-Led Growth for Subscriptions, Using Examples from Medium, LinkedIn and The Athletic with Caitlin Roman

Everyone’s talking about “product-led growth” in the subscription world right now. Companies are seeing the connection between the way the product is designed and...

Listen