TJ Joosten is the co-founder of RevFixr, a pricing and monetization consultancy that helps SaaS companies improve pricing, packaging, and revenue growth. Before starting RevFixr, TJ spent a decade building and selling software, helping early-stage companies find customers, refine product-market fit, and navigate pricing decisions from small startup deals to multi-million-dollar enterprise contracts.
Today, he works with SaaS founders, private equity firms, and software companies ranging from $1M ARR to $20M+ in revenues. TJ and his team have worked with more than 100 software companies, helping them identify monetization gaps, redesign packaging, move upmarket, and capture more of the value they create without necessarily building new products.
In our practical conversation, TJ explains why most founders systematically underprice their software, why private equity firms often see pricing opportunities founders miss. We also discuss what’s changing (and not changing) in pricing and packaging with AI and agents this year. He shares savvy advice on usage-based pricing, hybrid pricing models, AI agents, and why founders should continuously test pricing rather than treating it as a fixed decision.
Key Takeaways
- Monetization Gap Most SaaS companies create more value every year but fail to capture it through pricing and packaging.
- Pricing Courage Founders procrastinate price increases while private equity buyers immediately look for pricing opportunities.
- Hybrid Pricing Combining fixed fees with usage pricing often increases expansion revenue while reducing buyer risk.
- Founder Ownership Pricing works best when one person owns it while sales, product, and finance actively contribute.
- Constant Testing Pricing is not fixed; every new quote is an opportunity to validate a better monetization strategy.
Quote from TJ Joosten of RevFixr
“If you rarely get friction on pricing, it’s rarely a barrier to entry and closing sales, then you have a pricing opportunity. If at least 20% of your deals in the negotiating stage don’t push back on pricing, then you’re probably charging way too little.
“If let’s say 40 % keeps giving you pushback, then of course you might want to go down. At that stage, they have already invested time, so they’ll always also be honest about whether you’re simply too expensive, and therefore I’m not buying your solution.
“Or is there a different reason? You can just straight up ask someone, like, “Why didn’t you buy?” And if they don’t give the reason for the price objection, then you probably don’t have a pricing problem.”
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