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 76

September 18, 2024 00:43:36
Episode Cover

How Membership is Transforming Magazines with Katie Vanneck-Smith, CEO of Hearst UK

The subscription stories of publications like The Times, The Wall Street Journal, and Tortoise Media have one person in common, Katie Vanneck-Smith. In her...

Listen

Episode 63

August 30, 2023 00:33:40
Episode Cover

Subscription Models and Innovation with Columbia’s Rita McGrath

 To launch a successful subscription business, you need to think like an innovator. But what does that really mean? Rita McGrath is widely recognized...

Listen

Episode 0

July 20, 2020 00:02:20
Episode Cover

About Subscription Stories

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software,...

Listen