Pricing AI Agents is a critical challenge for pricing and innovation in 2025. Two approaches have emerged so far, the Ibbaka Agent Pricing Layer Cake and the Growth Unhinged Agent Pricing Matrix. Let’s look at how these work and how they can be used to price AI agents. As credit based pricing is becoming common for AI agents the two approaches are combined to address this.

In B2B SaaS, value isn’t just delivered—it’s discovered, shaped, and refined through ongoing conversations. As generative AI and new pricing models transform our industry, the ability to understand, communicate, and optimize customer value has become a vital skill for every organization. We are excited to launch the Customer Value Community on Reddit as a dedicated space for professionals who believe that value emerges not in isolation, but in dialogue.

The Agent Economy is rewriting the rules for B2B software and launching a revolution as important as the one Salesforce launched back at the beginning of the 21st C with its ‘No Software’ SaaS business model. Ibabka has compiled extensive research, including primary research, on the implications of agents for value, packaging, pricing and billing. This extensive report will help you execute on the changes we all need to make.

AI and AI agents are emerging as a dominant form of economic activity. How we price these agents has deep implications for the kind of economy we live in. Series 7 Episode 1 of the UK science fiction series Black Mirror asks us to think about the ethics of subscription models and what kind of world we want to live in. We need a framework for ethical decisions in pricing AI agents.

The agent economy will replace the subscription economy and most value currently captured within enterprise software will be delivered by agents. This will require new approaches to pricing. By combining the Jobs to be Done approach to pricing with the Ibbaka AI agent pricing layer cake there is a path forward for Agentic AI companies.

Sell with clarity. Price with confidence. This is the heart of Ibbaka’s offer. We are here to stand with you as you go to market. We make sure your pricing is grounded in data and that your sales teams have what they need to sell the value you create for customers.

Price with confidence. Sell with clarity. The two are closely linked.

Most agree that value based sales is the best practice and that value based pricing consistently delivers higher prices. Value based sales increases win rates, reduces discounting and leads to higher average contract value. But most companies struggle to execute. Why is this?

2025 is shaping up to be an interesting year, and a lot has already happened. In Q1 we have seen some important developments.

Join Steven Forth from Ibbaka, Marcos Rivera from Pricing I/O, and Karan Sood for a dynamic webinar on "What Happened in Pricing in Q1 2025". Marcos, Karan, and Steven are all informed, opinionated and outspoken.

Historically, SaaS companies have used ARR or Annual Recurring Revenue as their key metric. As pricing models diversify and access, usage and outcomes are combined with subscriptions to build hybrid pricing models ARR becomes less relevant. At the same time, more volatility in churn numbers is undermining the utility of ARR as a predictor of future revenue. We need a new metric. Ibbaka proposes that this be APR for Annual Predicted Revenue.

AI is playing a growing role in the buying process. One of the things these AIs look at is the pricing page. How do the pricing pages of some well know B2B SaaS companies perform when looked at by a buyer AI?

Tariffs continue to threaten international trade patterns and B2B SaaS companies are not immune. One of the key ways to defend, and even leverage these changes, is to move to value-based pricing and its corollary value based selling. Here is a quick guide to how you can use value-based pricing in a time of growing tariffs.

Our customers often come to us with a standard set of question about value and pricing. To help everyone answer these questions and to show how Ibbaka goes about answering these questions we are sharing a series of LinkedIn carousels. Here are the first six.

Do you need hybrid pricing?

Will your pricing become transparent?

Should you increase prices?

Good & bad discounting

Best practices in introducing new pricing

Quantify differentiation to capture more value

Once upon a time it was enough to have a simple ROI calculator that you kept in a spread sheet or pushed to the web. Those days are gone.

Today we need dynamic value models that adapt to market conditions and competitor actions.

These value models are used across the customer experience, for pricing, value based sales and customer success.

The resurgence of tariffs under the Trump administration’s 2025 trade policies has sent shockwaves through global industries. While B2B SaaS companies don’t ship physical goods, they’re far from immune. Clients grappling with disrupted supply chains, inflated costs, and regulatory chaos will inevitably reshape their spending priorities. Here’s how SaaS leaders can adapt pricing strategies to protect margins, retain customers, and even capitalize on shifting demand.

OpenAI is testing a new framework for packaging and pricing AI agents. One that resets the anchor prices for AI from tens or hundreds of dollars per month to thousands or tens of thousands of dollars per month. What is happening here? Will it work? What does this mean for other types of agent?

Tokens and credits are becoming a popular way to price AI agents and applications. Why is this? They offer a unique combination of predictability that is important when pricing early stage general purpose technologies or when there are too many use cases for conventional value based pricing. Design of credit or token based pricing requires special attention to balancing the different pricing incentives.

B2B AI Agents are attracting a wave of interest and investment. One of the best known examples is Intercom’s Fin AI with its outcome based pricing model. Ibbaka generated a value model for Fin AI and then looked at what this suggests about the pricing model. Generated value models are a recent innovation by Ibbaka where generative AI is used to generate value models from publicly available data.

B2B SaaS companies are all over the map when it comes to sharing their pricing online. Will the incursion of AI into the buying process change that? In this post we explore how buyers might use prompts to estimate price and value. And then we test it in our own category of value based pricing and customer value management. We end with some predictions and recommendations on if, when and how to present your price so that generative AI can use it in recommendations.

How will AI agents restructure the B2B SaaS sector? One frame for this is Clayton Christensen’s framework of disruptive innovation. Are B2B AI agents an example of sustaining or disruptive innovation? How does this impact go-ot-market strategies? What are the implications for pricing?

What are the key trends that will impact pricing in 2025? What decisions will SaaS leaders need to make on pricing? Join this PeakSpan master class with Edward Wong and Steven Forth to prepare for change and get practical advice on how to lead pricing in a year of transformation. The shift to consumption and usage based pricing, outcome based pricing, hybrid pricing models will all be covered.