About Us
I built a SaaS company.
Then I got obsessed with pricing.
That's why Pace exists — to help B2B SaaS companies stop guessing and start pricing with conviction.
Bill's Story
Bill Wilson
Founder & CEO, Pace Pricing
Bill started as a software developer before founding MindSea in 2007, a product design studio that built top-tier apps for dozens of companies across North America.
To sell MindSea's productized services, his team built an internal tool. Clients kept asking for it, which led Bill to co-found SalesRight in 2018 — a SaaS platform for B2B sales teams to present interactive pricing to prospects.
Something unexpected kept happening on demo calls. Prospects would stop and ask: “You see a lot of pricing pages — is ours any good?” Bill started consulting on pricing strategy right there on the call.
After SalesRight was acquired in 2020 and MindSea was sold in 2021, Bill focused entirely on pricing. He has since coached over 400 B2B SaaS founders and co-developed pricing strategies for some of the biggest brands in SaaS.
Through all of it, one thing became clear: every engagement where the pricing actually stuck was one where they looked at the product, the positioning, and the pricing together.
The ones that failed? Someone had changed the price without changing the story. That's why he built Pace Pricing.
The Philosophy
Pricing is rarely just a pricing problem.
Your product delivers value. Your pricing captures it. Your positioning communicates it. When all three reflect the same truth about your customers, everything clicks. When they don't, pricing takes the blame.
We start with pricing. But the work is aligning all three.
Conviction matters as much as the math.
What We Value
Learn
Constantly pushing to understand more about pricing, markets, and what makes customers buy. The moment we stop learning, we stop being useful.
Lead
We learn so we can lead the conversation in pricing strategy. We have a point of view, share it openly, and challenge conventional wisdom.
Give Freely
No gatekeeping. Free consults, open frameworks, and genuine help before any transaction. We'd rather you walk away smarter than walk away sold.
Celebrate Wins
One of Bill's favorite things is seeing others win. This isn't a zero-sum game. When our clients and community succeed, that's the whole point.
Why Pace Exists
Built by a founder, for founders.
Bill's been in the seat — as a developer, a studio owner, a SaaS co-founder, and a pricing strategist. He knows what it feels like to stare at a pricing page and wonder if you're leaving money on the table. Pace exists because founders deserve better than guessing. They deserve pricing built on conviction.
Want to talk about your pricing?
We're always happy to have the conversation — even if you're not ready for an engagement.