Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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A third dimension is the switching cost the agentic agency creates for its clients. When a client’s engagement data, brand guidelines, performance history, and institutional context are encoded in the agency’s memory system, switching to a competitor means starting from a blank memory state. The new agency’s agents would need to relearn everything the current agency’s agents already know about the client.
In the human agency world, this switching cost existed but was bounded: a good strategist at the new agency could get up to speed in a few weeks by reading past campaign reports. In the agentic agency world, the switching cost is dramatically higher because the memory is not a stack of reports that a human can read. It is a structured, compressed, queryable knowledge system that has been shaped by hundreds of agent-client interactions, and it cannot be exported or transferred. The client’s history is, in a meaningful sense, embedded in the harness itself.
For the agentic AI era, the lesson is the same at every scale. Value, defensibility, and pricing power all concentrate in the harness. Every other layer in the stack (compute, raw model capability, generic AI tooling) will face commoditization pressure. The harness, by its nature, resists it.
The companies and agencies that recognize this earliest and begin encoding their domain expertise, institutional memory and proprietary methodologies into deeply integrated agentic systems will be the ones that command premium pricing in a world where everyone else is selling the same underlying intelligence at margin-destroying prices.
Established agencies are sitting on a major opportunity in the agentic AI era. What has historically been trapped inside people’s heads, meetings, workflows, and relationships can now be encoded into software. This makes for a radically new type of company. The question is whether they are ready for this change.
Join companies like Zoom, DocuSign, and Twilio using our systematic pricing approach to increase revenue by 12-40% year-over-year.