Context
SurePay is a tech-driven company known for its strong product innovation and engineering capabilities. However, over time, the company recognized that its pricing strategy had not kept pace with its growth. Packaging had become complex and difficult for customers to understand, leading to missed opportunities in both direct sales and partner channels.
Why Northlane
Introduced through the Amsterdam network, Northlane’s practical and implementation-focused approach immediately stood out. Unlike traditional advisory firms that emphasize lengthy analysis, Northlane focused on rapid execution, embedding change across teams, and ensuring that pricing transformation would stick. Their deep expertise in B2B software and technology allowed them to quickly grasp SurePay’s market context and strategic challenges.
Collaboration
Northlane worked closely with SurePay’s leadership and cross-functional teams in a true partnership model. Operating senior-to-senior, they engaged marketing, product, and sales teams to co-create a scalable, value-based pricing strategy. The collaboration was built around alignment, ownership, and tangible outcomes, ensuring that pricing became a strategic growth lever rather than a back-office exercise.
Results
- Shifted from a transactional model to value-based, bundle-oriented pricing
- Structured and simplified packaging, enabling value-driven sales conversations
- Converted partner channels into subscription-based models for predictability
- Achieved a 30% uplift in revenue purely through pricing and packaging
- Sharpened customer focus, prioritizing scalable, profitable segments beyond the Benelux
Recommendation
We would strongly recommend Northlane to other scale-ups and technology companies. Their unique strength lies in combining deep pricing expertise with a pragmatic, results-oriented mindset. With Northlane, you don’t just receive a report — you gain a partner who drives meaningful change and ensures it takes root within your organization. For SurePay, this partnership marked the shift from knowing what needed to improve to actually making it happen.
