# WillingnessToPay.com

- **Website:** <https://willingnesstopay.com>
- **Primary alias:** `willingnesstopay.com`
- **Founded:** 2017
- **Employees:** 2+
- **Location:** Copenhagen, Capital Region, Denmark
- **Company kind:** PRIVATELY HELD

## Description

WillingnessToPay.com is the home of Ulrik Lehrskov-Schmidt, a B2B SaaS pricing expert, business angel, and author, and a specialist consultancy serving complex B2B software and AI businesses. The firm helps organizations rethink how they charge by designing pricing and packaging that reflect customer value, budgets, and buying behavior. Its services include pricing strategy, model and metric selection, package and tier design, customer segmentation, price increases, enterprise wallet structuring, and credit-based pricing. The team also supports pricing redesign and implementation, strategic advisory, new customer verticals, and the transition from perpetual software to SaaS. Its work spans native SaaS, AI, hardware, professional services, and private equity, with projects across industries including healthcare, finance, HR technology, compliance, manufacturing, and cybersecurity. The consultancy emphasizes commercial outcomes over fixed deliverables, treating pricing as part of the broader sales and service model. Its approach combines stakeholder and customer validation, quantitative analysis, and staged rollout to manage risk and refine new frameworks.

## Industries

- 📊 Business Services _(under Business and Consumer Services)_
- 📊 Business and Consumer Services

## Links

- [linkedin](https://linkedin.com/company/willingnesstopay-com)
- [twitter](https://twitter.com/Lehrskov)
- [youtube](https://youtube.com/channel/UCPsiSZ0K6iETeXno8PJmgDg)

## Logos & icons

- logo _(primary)_ — PNG, SVG — [download](https://cdn.brandfetch.io/idxkWNuH8e/w/820/h/218/theme/dark/logo.png?c=1bxid64Mup7aczewSAYMX&t=1793084436144)
- icon _(primary)_ — JPEG — [download](https://cdn.brandfetch.io/idxkWNuH8e/w/400/h/400/theme/dark/icon.jpeg?c=1bxid64Mup7aczewSAYMX&t=1793084436257)

## Colors

| Name | Hex | Theme |
| --- | --- | --- |
| Pomegranate | #ed3622 | accent |
| Gondola | #140d0c | dark |
| White | #ffffff | light |

## Fonts

- Arial — asset _(custom)_
- DM Mono — asset _(google)_

## Imagery

- banner _(primary)_ — JPEG — [download](https://cdn.brandfetch.io/idxkWNuH8e/w/1584/h/396/idahiMaPx1.jpeg?c=1bxid64Mup7aczewSAYMX&t=1793084436446)

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_Source: <https://brandfetch.com/willingnesstopay.com>_
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