by At Incisive Media, Andy Burden worked on the Financial Services Forum – reshaping its pricing strategy by connecting positioning, packaging and pricing directly to what the audience actually needed.
Pricing hadn’t been touched in a long time before this work, and there was real internal debate about whether to move it at all. The leadership view was that pricing was an important lever – but only if it didn’t damage the direct, strong link the Forum had with its audience. A blunt price rise risked exactly that.
There was a second, less visible problem underneath the pricing question: a buyer-and-seller dynamic within the Forum’s membership had drifted out of shape. The ratio between the two sides had become too weighted, which put the sustainability of the recurring revenue at risk even where headline ARR looked fine.
The fix addressed both at once – rebalancing that ratio while repositioning and repackaging the offer so the price increase reflected value the audience recognised, rather than a number handed down from finance. The result was more sustainable, better-supported recurring revenue, not just a one-off uplift.
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