AI for high-yield greenhouse growing

Source.ag develops AI software for greenhouse growers to optimize crop yields and sustainability.

Stage during collaboration

Venture

GTM Motion

Sales-led

Industry

Agriculture / AI for Greenhouses

Funding raised

$23M (Astanor Ventures, Acre Venture Partners)

Impact

The point where started

Increase in MRR at pricing launch

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"Working with Northlane was a game-changer for us at Source.ag. Their team helped us refine our product packaging and pricing strategy based on real customer insights. Through interviews, they identified a gap between price perception and value, as well as unnecessary complexity in our offerings. By optimizing our packages and fine-tuning our pricing framework, we saw a measurable increase in sales funnel conversion and accelerated upsell and cross-sell opportunities. Their expertise in aligning strategy with execution made a real impact, and we couldn’t be happier with the results."

Ernst van Bruggen

Co-founder & CPO at Source.ag

Context

Source.ag is an AgTech company that empowers growers through AI-driven greenhouse optimization. As the company prepared to launch a new product and scale internationally, it needed a clear commercial framework to support sustainable growth and consistent go-to-market execution.

Challenge

Before working with Northlane, the team lacked a clear reference point for pricing and packaging. There were ideas on positioning, yet limited confidence on price levels and structure. Rapid growth and new product introductions created urgency to build a model that improves conversion, retention, and scalability.

Approach

Northlane partnered with Source.ag to design a tailored packaging and pricing framework aligned with the company’s strategy. The collaboration defined value tiers, refined the pricing architecture, and ensured the model supports customer expansion. A structured methodology and practical startup experience brought clarity and momentum.

Impact

The new framework enabled differentiated packaging that supported faster customer upgrades and stronger deal conversion. Source.ag gained a scalable commercial model that links value creation with revenue growth and supports international expansion and product innovation.

Why Northlane

Source.ag valued Northlane’s pragmatic and founder-minded approach, combining strategic depth with hands-on execution. The engagement was focused on tangible outcomes and left behind a clear framework that continues to guide commercial decisions.