We Lowered Our Prices. On Purpose.
We just lowered our prices, and we'd like to explain ourselves.
Software companies do not, as a rule, lower prices. Prices climb. Features migrate up a tier. The plan you signed up for quietly becomes the "legacy" plan, which is a polite word for "the one we hope you'll leave." So when we sat down last week and came out the other side charging *less*, it felt worth writing down why.
The truth is, our original pricing was more complicated than it needed to be. A monthly-versus-annual toggle, asterisks doing quiet arithmetic under the cards, and a Pro tier priced at double Solo for a jump that didn't feel like double. Our pricing page was starting to read like an airline fare matrix, where the answer to "what does this cost?" is "well, it depends, please hold."
Coaches told us as much. Not in an angry way (coaches are lovely), but in the way that matters: they'd get to the plans page, tilt their heads, and leave.
So we simplified it. And while we were in there, we made every plan more valuable.
The fix
Here's CoachBase pricing now:
Solo is $39 a month. Pro is $59. Practice is $99. Billed monthly. Cancel anytime.
No annual toggle, no "as low as" pricing, no asterisks. If you were already on an annual plan, nothing changes for you (you keep your rate, and you can switch to monthly at renewal whenever you like). And if you were paying $79 for Pro before this week, you're paying $59 now. We didn't wait for anyone to notice or ask; the price just went down on your next bill. It seemed like the honest order of operations.
The part where every plan got better
Lowering prices and calling it a day felt like half a move, so each tier picked something up too.
Solo video calls now run a full hour instead of 40 minutes. The average coaching session is about an hour, which made a 40-minute cap a strange piece of penance (you'd start wrapping up right as your client got to the real thing). At 60 minutes, the built-in video on our cheapest plan now outlasts Zoom's free tier, which means a Solo coach can genuinely drop the separate Zoom subscription. We'd rather you pay for one tool that does the job than two that split it.
Pro automations are now unlimited. The old cap was ten workflows, which sounds generous until you actually start automating (a welcome email here, a session follow-up there, an invoice reminder, a re-booking nudge) and hit the ceiling right as it gets fun. If the whole pitch of Pro is "spend your energy coaching, not administrating," a workflow cap was the pitch arguing with itself. It's gone.
And referrals now do the math for you. Every coach you refer who subscribes takes $20 off your bill, and the referrals page now shows exactly what that adds up to: two referrals covers Solo. Three covers Pro. Tell two coaching friends about us and your subscription is, functionally, free. (We are aware this is a suspiciously good deal. We're at the stage of the company where we'd rather grow through coaches you trust than through ads you scroll past.)
Why we'd do a silly thing like this
Because the pricing should be the most boring part of the product. You should be able to read it once, know what you'll pay, and get back to the actual work of coaching people. Every ounce of cleverness we put into a pricing page is an ounce we didn't put into the product, and frankly the product is more fun.
Will we ever raise prices? Maybe someday, and existing subscribers would keep their rate if we did. But the bar we're holding ourselves to is simple: you should never need a spreadsheet to understand what CoachBase costs. If you ever catch yourself tilting your head at our plans page again, tell us. We'll deserve it.