James D. Wilton - Freemium, Premium, or Hybrid? How to Choose the Right SaaS Pricing Model

Are you leaving money on the table? Most SaaS founders are—and don’t even realize it. In this episode of SaaS Fuel, Jeff Mains sits down with James D. Wilton, managing partner at Motivate and former senior pricing expert at McKinsey. James shares how to align pricing with value, avoid the biggest monetization mistakes, and build a pricing strategy that actually supports growth. We cover the science and psychology behind pricing, the dangers of freemium gone wrong, why founders underprice out of fear, and how to choose the right value metric for your product. If you’ve ever struggled with pricing tiers, packaging, or just knowing what to charge—this is the episode that will change everything.Key Takeaways 00:00 - Why most founders don’t know what their customers will pay 02:00 - Why pricing is a growth lever, not a math problem 07:00 - Why even smart SaaS companies guess at pricing 12:00 - The psychology of discounting and its lasting effects 15:00 - How perceived value drives pricing power 18:30 - Misconceptions about willingness to pay 22:00 - How to move from gut feel to data-driven pricing 26:00 - Pricing reactions vary wildly—here’s why 29:20 - Choosing the right pricing metric for your SaaS 34:00 - Misaligned pricing metrics can kill retention 38:00 - Freemium pitfalls: Free riders vs real conversions 42:30 - How to build a freemium model that actually works 46:00 - How many pricing tiers should you really have? 50:00 - A simple 3-step framework to rethink your pricingTweetable Quotes “If you don’t know what your customer is willing to pay, ask—but ask with a skeptical lens.” — James Wilton “Pricing is about perception, not production cost.” — Jeff Mains “Discounts change how customers value your product—even when the discount ends.” — James Wilton “Founders often price based on fear. That’s how you end up in the freemium trap.” — Jeff Mains “Pick a value metric that scales with the customer, not just your bottom line.” — James Wilton “The biggest growth lever most SaaS companies ignore? Pricing.” — Jeff MainsSaaS Leadership LessonsPricing is perception – Your value isn't just what you deliver, it's what customers believe they’re getting.Freemium can be fatal – If your free tier attracts the wrong audience or discourages usage, it hurts more than it helps.Your best price metric is tied to your customer’s success – Not your costs, not your features. It’s about their value.Discounting can damage trust – Shaving off dollars may feel good short-term, but it lowers long-term perceived value.Founders should evolve from instinct to insight – Start with your gut, but shift to customer data and behavior fast.Keep pricing simple – Too many tiers confuse buyers and stall conversion. Good > Better > Best usually wins. Guest Resources Email - james.wilton@monevate.com Website - http://monevate.com/ Linkedin - https://www.linkedin.com/in/collinstewart/Episode Sponsor Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code...