Untapped: The Award-Winning Pricing Consultants Helping Businesses Grow Smarter
Published: 2024-08-20 | Author: VisionariesNetwork Team
Untapped: The Award-Winning Pricing Consultants Helping Businesses Grow Smarter
Pricing is often underestimated in its ability to drive business success. In a marketplace where product innovation and marketing get the spotlight, pricing often takes a back seat until the last moment. But without a deliberate pricing strategy, companies risk leaving significant revenue on the table. Untapped, an award-winning pricing consultancy, is changing that narrative by helping businesses transform pricing from a guessing game into a strategic asset.
Why Pricing Needs a Strategy
Many businesses struggle with questions like: Are we charging too much? Are we underpricing and missing out on profits? What are our customers actually willing to pay? These questions are difficult to answer without a clear, structured pricing strategy. Without it, internal decisions around pricing become reactive. Teams lack the confidence to make bold moves, and the result is often inconsistent pricing, weak profit margins, and slow growth.
Untapped helps companies tackle this uncertainty head-on. By turning pricing into a well-designed, data-informed process, they equip teams to make confident decisions that improve customer value, revenue, and profitability.
A Modern Approach Rooted in Data and Psychology
Untapped’s approach is both analytical and human-centered. Their team brings together experts in pricing strategy, behavioural psychology, data analytics, design thinking, and market research. This diverse skillset ensures every pricing recommendation is both data-driven and customer-informed.
They don’t just talk about pricing; they help build internal capabilities so clients can sustain better pricing practices over time. Untapped’s methods are designed to be collaborative, fast-paced, and deeply impactful—ensuring the work doesn't stay on slides but leads to real-world results.
Transformative Services That Fit Every Business Need
One of the cornerstones of Untapped’s work is the Pricing Transformation program. This is a full-scale engagement for companies that want to completely overhaul their pricing strategy. It takes a comprehensive look at value perception, product positioning, customer willingness to pay, and competitive dynamics. Untapped then helps the team co-create and implement a strategy that strengthens alignment between pricing, brand identity, and market goals.
For companies with more targeted needs, the Pricing Sprint offers a faster, focused engagement. It’s perfect for tackling specific pricing challenges like launching a new product, entering a new market, or fixing inconsistent discounting. Teams walk away with aligned decisions, supporting data, and increased confidence in their pricing.
Untapped also offers a Pricing Appraisal, a short diagnostic project designed to uncover quick wins. It provides clarity on where current pricing falls short and lays out an actionable roadmap to improve pricing and profitability. This is particularly useful for teams unsure of where to begin or seeking validation for internal pricing challenges.
Price Testing That Drives Results
One of Untapped’s most powerful tools is real-world price testing. Rather than relying on assumptions or internal opinions, Untapped helps businesses experiment with different prices and promotions in the market. This testing reveals what customers actually respond to—what they’ll pay more for, what drives conversions, and what harms margins.
In one standout case, an eCommerce retailer working with Untapped saw an 18% increase in revenue, a 21% boost in gross margin, and a 31% reduction in discounting, all within six weeks. These results came from strategic, controlled experiments that produced real, actionable insights.
Their price testing framework includes defining hypotheses based on goals and risk tolerance, designing experiments that yield measurable data, and using the results to guide strategic decisions. Every test is rooted in real customer behavior—not internal assumptions—resulting in a pricing strategy that adapts to market needs while protecting profit.
Helping Startups and Innovators Get Pricing Right from Day One
Startups and product innovators often leave pricing until the last minute. According to research from Harvard Business Review, 72% of new products fail to meet revenue targets, with poor pricing being a primary cause. Untapped’s Pricing Design program helps teams avoid this mistake by building pricing into the product development process from the start.
Using a design thinking approach, Untapped works with teams to identify value drivers, define pricing models, and test early pricing prototypes with potential customers. This method not only helps teams understand how much customers are willing to pay, but also reveals which features are most valued, and which customer segments are worth targeting.
By validating pricing early, startups can go to market with pricing that is customer-aligned and revenue-optimized. It also builds investor confidence by showing that pricing decisions are backed by evidence, not guesswork.
A Global Team with a Practical Mindset
Untapped’s consultants are based across multiple countries and work remotely by design. This flexibility allows them to serve clients all over the world with ease. Despite being a global team, they maintain a highly personal, collaborative style of working.
They are known not just for their deep expertise, but for their engaging, hands-on workshops. These aren’t your typical Zoom marathons. Untapped designs sessions that move quickly, get everyone involved, and use data to drive decisions. Their work style encourages participation, alignment, and forward momentum—something clients repeatedly praise.
Proven Impact and Client Success
Untapped’s impact is reflected not just in numbers, but in the feedback from those they’ve helped. Leaders like Maren Kunfermann, Chief Marketing Officer at Ifolor, credit Untapped with helping unlock a new level of value through active price management. Meanwhile, James Porter, Director of Growth at HeliosX, called their engagement a “super low-effort, high-impact project” that changed the way the company thought about pricing and the customer.
These endorsements speak volumes about Untapped’s ability to drive both strategic clarity and financial performance. By blending science with creativity, and strategy with execution, they deliver results that matter.
Unlocking Growth Through Smarter Pricing
In today’s economy, pricing is not something to be guessed at—it’s a critical part of growth. Untapped helps companies shift from reactive pricing to proactive pricing strategy. With their guidance, businesses don’t just raise prices—they understand value, communicate it clearly, and capture it effectively.
Untapped’s award-winning team is ready to help you find your confidence, uncover your potential, and unlock measurable results. Book a call, explore your opportunities, and start transforming your pricing today.
Jenny Millar, Founder & Pricing Strategy Lead
Jenny Millar has worked closely with thousands of business leaders across the UK, Europe, and the US, helping them craft and refine pricing strategies that fuel sustainable growth.
With a decade of experience at eBay, Jenny spearheaded pricing projects across 11 European markets, turning complex data into clear, actionable strategies. In addition to her consulting work, she shares her expertise as a lecturer at both Warwick Business School and the London School of Economics.
Jenny bridges the gap between theory and practice, equipping future leaders with the skills to tackle real-world pricing challenges. Her approach combines academic rigor with hands-on experience, resulting in pricing strategies that consistently deliver measurable impact.
“Our team thrives on helping business leaders unlock new areas of growth and solve problems by using pricing to greater effect.”
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