About Us
I built a SaaS company.
Then I got fascinated by pricing.
Bill's Story
Bill Wilson
Founder & CEO, Pace Pricing
In 2007, Bill founded MindSea, a product design studio that built apps for dozens of companies across North America. To sell their productized services, his team built an internal quoting tool. Clients kept asking for it.
That tool became SalesRight, a SaaS platform for B2B sales teams to present interactive pricing to prospects. Bill co-founded it in 2018.
Then something kept happening on demo calls. Prospects would stop mid-conversation and ask: “You see a lot of pricing pages — is ours any good?”
Bill started consulting on pricing strategy right there on the call. And the calls got longer. And the questions got harder. And he realized this was the work.
SalesRight was acquired in 2020. MindSea was sold in 2021. Bill went all in on pricing.
Since then, he's coached over 400 B2B SaaS companies and developed pricing strategies for teams ranging from $2M to $500M in ARR.
Through all of it, one pattern kept repeating: the engagements where the pricing actually stuck were the ones 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. Your sales team has confidence, your marketing has clarity, and your customers understand exactly what they're paying for.
When they don't, pricing takes the blame for problems that started somewhere else.
We start with pricing. But the real work is aligning all three.
Conviction matters as much as the math.
What We Value
Learn
We're students of this. Pricing, markets, buyer psychology, the way customers actually make decisions. The moment we stop learning, we stop being useful.
Lead
We learn so we can lead. We have a strong point of view on pricing and we share it openly. If something conventional wisdom says is wrong, we'll say so. That's what you're hiring us for.
Give Freely
No gatekeeping. Free consults, open frameworks, and real help before any transaction. We'd rather you walk away smarter than walk away sold. That's produced more good relationships than any sales process we could design.
Celebrate Wins
One of Bill's favorite moments is the message that says "we launched and it's working." When clients win, 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 now a pricing strategist. He's stared at a pricing page at midnight wondering if he's leaving half his revenue on the table.
You deserve better than guessing. You deserve pricing built on evidence, tested with real buyers, and backed by a team that's done the same hard work themselves.
That's Pace.
Let's look at your pricing.
We're always happy to have the conversation. Even if you're just starting to think about it. No pitch. No pressure. Just an honest look at where things stand.
30 minutes · With Bill, not a sales team · 400+ SaaS companies advised