Founders who changed prices mostly raised them: 88 raises, 33 cuts
382 pricing moves are documented across these journeys. The pattern is one-directional: raises outnumber cuts 3 to 1, and the post-raise notes are mostly relief, not churn.
Based on 462 documented journeys · data regenerated 2026-08-31
Every documented pricing move
Restructure135
New tier added126
Price increase88
Price decrease33
What founders charged at launch
Under $20/mo176
Free128
$20-50/mo57
$100-500/mo27
$50-100/mo22
Custom Pricing14
Over $500/mo3
The median documented first transaction was $20 — first customers rarely arrive at premium prices, they arrive at accessible ones and the price climbs afterwards.
What happened after the raise
“This is only the third price increase in our 10-year history”
Ajay Goel, GMassUpcoming Changes to GMass Pricing (Jan 2026) (GMass Blog, Ajay Goel)“next one I said 10. Next one I said 12. And everyone was like done, sure”
Alex Hormozi, Gym LaunchAlex Hormozi, "How I Started Gym Launch" (MoreMozi, his own channel)“it's currently $290/year but increasing to $390/year March 1st.”
Andrew Gazdecki, Acquire.comAndrew Gazdecki, "AMA - Bootstrapped my SaaS to $265k ARR in 12-months" (Indie Hackers, post plus his own answers)Run this against your own numbers
Filter the full dataset by industry, channel and founder type in the benchmark explorer.