How We Fired Our Own Retainer Model and Charged by Impact

Episode 19 of The Agency Owner Podcast. Lucas and Luna unpack a radical pricing shift at a 15-person B2B agency that ditched the monthly retainer model entirely in favor of charging clients based on measurable business impact. They walk through the specific trigger—a client who paid $18,000/month for two years but saw no revenue growth—and how the agency redesigned its compensation around three tiers tied to lead volume, conversion rate lift, and revenue share. Luna challenges whether this creates misaligned incentives; Lucas shows how the agency built guardrails to avoid gambling on client execution. The episode includes real numbers from the first 12 months post-switch: average contract value rose 34 percent, client retention improved to 92 percent, and the agency's net promoter score jumped 18 points. They also discuss which types of clients resisted the model and how the agency handled that friction. If you've ever wondered whether retainer revenue is actually trapping your agency in low-value work, this episode gives you a concrete case to model your own shift. #AgencyPricing #RetainerModel #ImpactBasedPricing #ValueBasedFees #MarketingAgency #ClientRetention #RevenueGrowth #LeadGeneration #ConversionOptimization #BusinessModel #PricingStrategy #ServiceBusiness #B2BAgency #ClientSuccess #AgencyOwner #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo