Legal tech
·
2026
·
Pricing Diagnostic
Proof the price was too low
A two-week diagnostic gave Ferngate the evidence it needed to raise its price by 35%.
72%
Would pay 2× today’s price
12
Customer interviews
+35%
List price increase
§1 SITUATION
Ferngate’s founders suspected they were cheap, but the board worried a price rise would stall growth.
The price had not changed since launch, while the product had added contract search, clause libraries and e-signature.
§2 APPROACH
I ran 12 interviews with buyers at law firms of different sizes and paired them with a short willingness-to-pay survey.
The memo compared Ferngate with the tools buyers actually considered, line by line.
§3 OUTCOME
72% of surveyed customers said they would pay twice the current price for the same product.
Ferngate raised its list price by 35% the next month. New-deal volume held steady.
“We had the gut feeling. Ines gave us the evidence the board needed.”
Clara Weimstedt
·
CEO, Ferngate