The Hidden Revenue Lever Most Founders Ignore

In this episode of Founders Future, with host Olivia Sammons, Bill Wilson—founder of Pace Pricing—shares his journey from building and exiting multiple SaaS companies to specializing in one of the most misunderstood growth levers in software: pricing. After exiting his SaaS startup SalesRight in 2020, Bill recognized a recurring pattern in conversations with founders—deep uncertainty around pricing, packaging, and value. That insight led him to build Pace Pricing, where he now helps B2B SaaS leaders rethink how they structure offers, position value, and align pricing with customer psychology.Bill breaks down why pricing is rarely about the number itself and more about strategy, positioning, and human behavior. He discusses his productized service model, working with companies ranging from early-stage startups to multi-generational software firms, and why LinkedIn content and long-term founder relationships drive most of his growth. The conversation also explores building a high-leverage, solo-led business, balancing delivery with consistent marketing, and designing a company that prioritizes autonomy, collaboration, and sustainable impact over traditional agency scale.🔗 Connect with BillLinkedIn: https://www.linkedin.com/in/wdrwilson/Website: https://www.pacepricing.com/