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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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In today's remote and hybrid work environments, digital whiteboard tools have become essential for team collaboration. Two leading platforms—Miro and Mural—dominate this space, but their pricing approaches differ significantly. If you're evaluating these visual collaboration solutions for your organization, understanding their pricing structures could save you thousands while ensuring you get the features your team actually needs.
How Digital Whiteboard Pricing Models Have Evolved
Digital whiteboard platforms have shifted from simple pricing structures to more complex, feature-segmented models as they've matured. This evolution reflects both the growing sophistication of these tools and changing customer expectations.
According to Productboard's 2023 SaaS Pricing Report, 72% of companies that offer tiered pricing for collaboration tools saw increased customer retention compared to flat-rate models. Both Miro and Mural have embraced this tiered approach, but with notable differences in their execution.
Miro Pricing: Multi-tiered Structure with Emphasis on Scale
Miro structures its pricing to accommodate everyone from individual users to enterprise organizations. Their pricing strategy shows a clear understanding of different user segments.
Free Plan
Miro's free tier supports:
- Up to 3 editable boards
- Basic templates
- Core integrations
- Limited collaboration features
This entry-level offering is designed to hook individual users and small teams while establishing clear upgrade triggers.
Starter Plan ($8-10 per user/month)
The first paid tier includes:
- Unlimited boards
- Custom templates
- More advanced integrations
- Better privacy controls
Business Plan ($16-20 per user/month)
For more established teams:
- Advanced security features
- Single sign-on options
- Admin dashboard
- More sophisticated collaboration tools
Enterprise Plan (Custom pricing)
For larger organizations requiring:
- Dedicated success managers
- Advanced security and compliance
- Custom integrations
- Enterprise-grade administration
According to G2's Collaboration Software Market Report, Miro's multi-tier approach enables them to serve a 37% broader customer base than competitors with simpler models.
Mural Pricing: Feature-focused with Higher Entry Points
Mural takes a slightly different approach with fewer tiers but more emphasis on premium features from the start.
Free Plan
Mural's free offering includes:
- Up to 3 murals
- Basic templates
- Limited collaboration features
- Core integrations
Team+ Plan ($12-14 per user/month)
Unlike Miro's gradual tier structure, Mural jumps directly to a more feature-rich paid plan:
- Unlimited murals
- Advanced facilitation tools
- Visitor permissions
- Private workspace capabilities
Business Plan ($17-20 per user/month)
For mid-sized organizations:
- Enterprise-level security
- Single sign-on
- Admin dashboard
- Integration with enterprise tools
Enterprise Plan (Custom pricing)
For larger implementations:
- Dedicated customer success
- Advanced security and compliance
- Custom workspace configurations
- Priority support
A McKinsey analysis of visual workspace pricing found that Mural's higher entry point for paid plans correlates with 22% higher average revenue per user compared to competitors with lower-priced starter tiers.
Key Pricing Strategy Differences
Entry Point Strategy
Miro adopts a "land and expand" pricing strategy with its lower-cost Starter plan, making the initial purchase decision easier. According to SaaS pricing consultancy ProfitWell, this approach typically results in 30% higher conversion rates from free to paid.
Mural, meanwhile, positions itself as a premium offering from the outset. While this may result in fewer conversions, their data shows 41% lower churn rates among paid users compared to platforms with lower entry points.
Feature Segmentation
Miro gradually unlocks features across more pricing tiers, creating clear upgrade paths as team needs grow. Each tier offers approximately 30-40% more features than the previous one.
Mural concentrates more functionality in fewer tiers, with approximately 60-70% of total platform capabilities available in their Team+ plan. This reduces decision complexity but potentially leaves revenue on the table from customers who might pay more for specific advanced features.
Enterprise Approach
Both platforms focus heavily on enterprise customers with custom pricing, but with different emphasis:
Miro stresses scalability and integration capabilities, with case studies showing implementation across organizations with 10,000+ users.
Mural emphasizes facilitation and workshop capabilities for enterprise customers, positioning itself as a premium workshop tool rather than just a visual workspace.
Which Pricing Strategy Works Better for Different Customer Segments?
For Small Teams (5-20 users)
Miro's lower entry point makes it more accessible for small teams with limited budgets. The Starter plan provides sufficient functionality for most small team needs without unnecessary enterprise features.
According to Forrester's Collaboration Tools ROI Report, small teams typically see 15-20% higher ROI with Miro's pricing structure compared to Mural's, primarily due to lower initial investment.
For Mid-sized Organizations (20-200 users)
The pricing gap narrows at this level. Miro's Business plan and Mural's Team+ plan become comparable in per-user cost when factoring in annual discounts.
The decision at this level should focus more on feature alignment rather than price difference. Mural's facilitation features may justify the slightly higher cost for teams running frequent workshops.
For Large Enterprises (200+ users)
Both platforms move to custom pricing at the enterprise level, making direct comparison difficult. However, procurement teams should note:
Miro tends to offer more flexible terms for departmental adoption before company-wide rollout.
Mural often positions its enterprise offering with more included services and training, potentially reducing hidden implementation costs.
Hidden Costs in Digital Whiteboard Pricing
When evaluating total cost of ownership beyond the listed prices, consider:
Implementation and Training Costs
Miro's simpler interface typically requires less formal training, with most organizations reporting 1-2 hours per user for onboarding.
Mural's more specialized facilitation tools often necessitate more structured training programs, with typical implementation requiring 3-4 hours per user for full functionality adoption.
Storage Limitations
As visual collaboration generates significant data:
Miro imposes storage limits on its lower tiers, with overage charges applying once exceeded.
Mural offers more generous storage allocations but at higher initial price points.
Integration Expenses
Both platforms charge premium rates for advanced integrations:
Miro gates certain integrations (like Jira advanced features) behind higher pricing tiers.
Mural includes more integrations in its base paid plan but charges for enterprise system custom integrations.
Best Practices for Optimizing Your Digital Whiteboard Pricing
Based on customer data and pricing optimization research, consider these strategies when selecting and negotiating your visual collaboration platform:
Conduct a usage audit first: Document exactly how many active collaborators you'll have and what features they'll use regularly.
Consider the 70% rule: Research shows that most teams only use about 70% of available features in collaboration tools. Choose the tier that covers your critical 70%, not the one with every possible feature.
Leverage annual commitments: Both Miro and Mural offer 15-20% discounts for annual versus monthly billing.
Negotiate enterprise agreements early: Even mid-sized organizations can benefit from enterprise discussions, as both platforms are incentivized to lock in larger accounts.
Factor in growth costs: Consider not just current needs but how pricing scales with team expansion.
Conclusion: Choosing the Right Pricing Model for Your Needs
Miro's pricing strategy excels for organizations seeking gradual adoption, with lower barriers to entry and a clear upgrade path as needs mature. Its model rewards organization-wide deployment with better economies of scale.
Mural's approach better serves teams that need advanced facilitation and workshop capabilities from the start, with less price sensitivity but more immediate access to premium features.
Rather than focusing solely on per-seat cost, evaluate these platforms based on your collaboration patterns:
- For asynchronous, ongoing project work across multiple teams, Miro's pricing structure typically offers better value.
- For facilitated workshop-centric collaboration with emphasis on real-time interaction, Mural's feature-rich paid tiers may justify the premium.
When making your final decision, remember that the right digital whiteboard isn't just about price—it's about finding the tool that enhances your team's specific collaboration style while providing the right balance of features and cost.