I Analyzed the Pricing Pages of 20 Top Product-Led Companies and This Is What I Discovered

Akhil G
June 15, 2022

We’ve recently launched Inflection.io - a marketing automation platform for product-led growth. When I was working on its pricing page, I decided to check out how the pricing pages of other PLG companies look like. Yes, I did analyze the pricing pages of 20 well-known product-led growth companies and the list includes the following: 

1) Airtable

2) MURAL

3) Dooly

4) ClickUp

5) Figma

6) Snyk

7) Webflow

8) Calendly

9) Loom

10) PandaDoc

11) JotForm

12) Zapier

13) Zendesk

14) Pipedrive

15) Wistia

16) Polly

17) InVision

18) Retool

19) Heap

20) Amplitude

As you might have noticed, most of their products are completely different from each other, but they all thrive on the product-led GTM motion. So, let’s dig into their pricing pages and see what they have in common or as unique. I was surprised by the results and I made a list of key takeaways at the end of this article. Scroll down to the bottom to see them.

1) Airtable 

Airtable doesn’t require a detailed introduction as it is one of the most popular SaaS solutions for business. Airtable is a great example of a successful PLG company. Let’s look at its pricing page and offerings. 

Airtable pricing page (source: airtable.com/pricing)

Airtable offers a free version of their product for individuals with limited features, but they also offer two seat-based premium plans with free trial options. 

In addition to these 3 tiers, they boast an enterprise solution for companies with advanced security, control, and support needs. Airtable’s 4-tier pricing system is a well-tailored one for all kinds of teams and users. 

2) MURAL 

MURAL is a well-known PLG company that offers a digital whiteboard collaboration platform for teams. Let’s look at its pricing page and offerings. 

MURAL pricing page (source: mural.co/pricing)

Just like Airtable, MURAL offers a total of 4 pricing tiers, which include Free, Team+, Business, and Enterprise. MURAL’s free tier subscription is available for small teams to get started with visual collaboration and it offers unlimited seats as well. However, it lacks most of the advanced features and is limited to 3 whiteboards only. You get full access to their template library and member-built custom templates in the free tier.

If you are looking for privacy controls, unlimited whiteboards, and enhanced support options, you can opt for Team+ tier, which is the most basic paid plan. The Business tier is the most popular tier here, which offers a flexible membership model, priority support, single sign-on, unlimited guests, expert-guided onboarding, and flexible payment options. However, the Business tier requires a minimum of 10 users. 

MURAL has an enterprise subscription option for larger teams with much more advanced requirements and additional features. You need to connect with the sales team for the enterprise plan. However, MURAL doesn’t have free trial options for its premium subscriptions. 

3) Dooly

Dooly is a sales enablement platform that collects information and insights essential to close business sales. It is one of the well-known PLG vendors too. Let’s have a look at their pricing page. 

Dooly pricing page (source: dooly.ai/pricing)

Just like MURAL and Airtable, Dooly also offers 4 different pricing tiers. It includes a Free tier, Pro tier, Growth tier, and a Premier tier. The free version supports up to 3 users, access to the template library, and more. The Pro tier offers up to 10 users, shared templates, unlimited SFDC updates, and many more in addition to the features offered in the Free tier. You can easily sign up and get started with both of these plans instantly. 

The Growth tier offers up to 25 users, unlimited templates, and many more features in addition to the ones from Pro tier. The Premier tier can be considered as the enterprise option, which offers all the advanced features for larger teams. You need to connect with the sales team to get both of these plans. When you click on these CTAs, it will open up the request demo page. Just like MURAL, Dooly also doesn’t offer free trial options for the paid plans. 

4) ClickUp

ClickUp is a well-known product-led company that offers a customizable workplace productivity platform that serves all departments across an organization. 

ClickUp pricing page (source: clickup.com/pricing)

Unlike Airtable, MURAL, and Dooly, ClickUp offers five different pricing tiers: Free, Unlimited, Business, Business Plus, and Enterprise. You can sign up by yourself for the first three plans, but you need to submit a sales contact form for Business Plus and Enterprise plans. 

ClickUp’s Free tier boasts a ton load of features but comes with limitations and restrictions. It is well suited for individual personal users. The Unlimited tier offers everything from free and some other features without limitations. Just like the name suggests, the Unlimited tier offers the available features as unlimited, which include unlimited storage, unlimited integrations, and more. 

If you are looking for specific and additional features, you need to go for Business, Business Plus, or even Enterprise plan depending on your requirement. ClickUp offers a free trial for their paid plans, but you need to request the sales team for access. Additionally, the Unlimited plan offers an option for customers to make a deal on how much they can pay for the subscription. 

5) Figma

Figma doesn’t require an introduction in the B2B space as it is one of the most popular PLG companies out there. Figma is a design platform for teams who build products together. It is a powerful tool when it comes to design collaboration and product designing. In addition to the design tool, Figma offers a whiteboard tool named FigJam. Let’s jump into their pricing page. 

Figma pricing page (source: figma.com/pricing)

Figma’s pricing is pretty simple and easy to understand. Pricing plans are Free, Professional, Organization, and Enterprise. Most of us are familiar with the Free plan of Figma because the company achieved its explosive growth with this pricing tier itself. It lets you create 3 Figma and 3 FigJam files and comes with some useful features for individuals. 

The Professional tier doesn’t come with FigJam subscription, you will have to subscribe it separately. Professional tier offers unlimited Figma files, sharing permissions, and more features for small teams or professionals. The Organization tier is well suited for all types of teams and it offers everything in Professional plus organization-wide libraries, SSO, and more advanced features. 

The Enterprise tier is designed for very large organizations with specific requirements. It comes with all features from other tiers and some very specific additional ones. You have to get in touch with the sales team by submitting the form for the Enterprise plan. You can get started with the first three plans instantly, but you have the option to contact sales in the Organization plan. 

FigJam pricing page (source: figma.com/pricing)

FigJam’s pricing is very similar to Figma’s pricing and comes with only Starter, Professional, and Organization tiers. FigJam pricing tiers are very affordable and offer a lot of value. It doesn’t have an Enterprise tier though. 

It is worth mentioning that the Professional plans of Figma and FigJam are free for students and educators. When you click on that option, it will take you to a landing page and then a form to request student verification. 

6) Snyk

Snyk is a popular PLG company that offers a developer security platform that helps developers to find, prioritize, and fix security vulnerabilities in code, dependencies, containers, and infrastructure as code. 

Snyk pricing page (source: snyk.io/plans) 

Snyk offers four different pricing plans for all types of teams. The Free tier comes with most of the features of Team tier with limitations. Also the Team tier requires minimum 5 developers (users) and the Business tier requires minimum 25 developers. The Enterprise tier offers some more advanced features with limited developers. You get unlimited developers options in the Free tier only. You can select the required number of developers for Team and Business tiers from the available options. 

The Team tier is the unlocked version of the Free tier with license compliance and Jira integration; it doesn’t get any other advanced features. You can customize your products package in Team and Business tiers directly from the pricing page. You have the option to schedule a demo for the customizable Enterprise tier. 

It is important to mention that monthly billing is not available in the Business tier, you’ll have to go with an annual subscription. Also, the free trial is available for Business tier only. 

7) Webflow

Webflow is a popular product-led company that offers a no-code browser-based visual editing software that allows designers and marketers to build responsive websites easily. Webflow is growing aggressively as a result of its ease of use and no-code nature. 

Webflow’s pricing is probably the most confusing and complicated one as compared to the other companies included in this analysis. They have two different categories of pricing - Site plans and Workspace plans. You need one Workspace plan and one Site plan to start using the Webflow. Workspace lets you manage websites and invite team members and collaborators. Site plan lets you create, design, and publish websites. 

Site Plans

Site plans include five different pricing tiers: Starter, Basic, CMS, Business, and Enterprise. You can start for free with a Webflow.io domain with the Starter tier and design your website. If you want to have a custom domain, additional bandwidth, CMS items, and guest editors, you can opt for Basic, CMS, or Business tiers. 

Webflow Site pricing page (source: webflow.com/pricing)

The Enterprise tier lets you customize the bandwidth and the number of guest editors along with additional features and more CMS items. 

Ecommerce Plans

If you are into e-commerce business, Webflow has Ecommerce plans with three pricing tiers: Standard, Plus, and Advanced. They don’t have a free trial or free option for the Ecommerce plans. You get the option to add your desired Ecommerce plan to your Workspace plan. 

Webflow Ecommerce pricing page (source: webflow.com/pricing)

Workspace Plans

Workspace plans include four different pricing tiers: Starter, Core, Growth, and Enterprise. Starter plan comes with one seat and 2 non-hosted sites, whereas Core and Growth plans come with more offerings, features, and seat-based pricing. There is no free trial available for Webflow Workspace plans. 

However, you can only have a maximum of 3 seats in Core plan and 9 seats in Growth plan. You need to check out the Enterprise plan for more seats and additional features. Core and Growth plans are billed monthly and Starter plan is a free plan and you can get started with it immediately. 

Webflow Workspace pricing page (source: webflow.com/pricing)

It is worth mentioning that Webflow offers great discounts if you go with annual subscriptions instead of monthly subscriptions. 

8) Calendly

Calendly is a growth rockstar that gained explosive growth in the past few years with its product-led approach and well-crafted product. Calendly is a modern scheduling platform for individuals and businesses. 

Calendly pricing page (source: calendly.com/pricing)

Calendly has a seat-based pricing model, which is pretty direct and easy to understand. The pricing includes five different tiers starting from Basic, which is 100% free and good enough for most individuals. If you are looking for a team solution or advanced features, you can check out their Essentials, Professionals, Teams, or Enterprise plans. 

Calendly promotes Basic and Essentials as the plans for individuals and others for small to big teams. The Teams plan comes with a free trial which you can use to check out the features available in that plan before making the purchase. Just like other companies, Calendly takes you to a contact sales form for Enterprise plan. Also, they offer a 20% discount for annual subscriptions. 

9) Loom

Loom is a professional video sharing tool that lets you record your screen and video at the same time and share with your coworkers. Loom is another good example of product-led growth GTM success. More than 14 million people across 200,000 companies use Loom as of today. 

Loom pricing page (source: loom.com/pricing)

Loom comes with three main pricing plans for you to choose: Starter, Business, and Enterprise. The Starter is a free version that comes with most of the necessary features, but with limitations and Loom branding. You can create up to 25 videos per person in this plan with 5 minutes duration for each of them. You get to add up to 50 Creators Lite accounts in this plan. 

If you are looking for some more features, custom branding, unlimited recording length, unlimited videos, and creator account, you can choose the Business plan. It has a seat-based monthly pricing and a 14-day free trial for you to try it out. 

The Enterprise plan offers advanced security, privacy, analytics, and more and you need to submit the sales contact form to get it. Also, Loom doesn’t show any discount for annual subscriptions of their paid pricing plans. 

10) PandaDoc

PandaDoc is a product-led company that offers an electronic signature and document automation solution. 

PandaDoc pricing page (source: pandadoc.com/pricing)

PandaDoc’s pricing page has  a simple presentation with all the information you need about their packages. It includes four different tiers starting from Free eSign, which is a free version with only the basic features but comes with unlimited eSignatures and document uploads. If you are looking for more features such as document analytics, approval workflows, custom branding, and more, you can check out their other pricing tiers. 

It has a seat-based pricing model and offers free trial for both Essentials and Business plans. You need to submit the contact sales form for Enterprise subscription, which comes with advanced security and other features. PandaDoc offers a 34% discount for annual subscriptions. 

11) JotForm 

JotForm is a smart forms tool that lets you use conditional logic, accept payments, generate reports, automate workflows, and more. 

JotForm pricing page (source: jotform.com/pricing)

JotForm offers five different pricing plans: Starter, Bronze, Silver, Gold, and Enterprise. The Starter plan is a free version that comes with most of the features from other plans, but with limitations and JotForm branding. They don’t have a seat-based pricing model and it doesn’t have a free trial as most of the features are available with limitations in the Starter plan. 

If you are looking for some advanced features and security, you can contact the sales to explore the Enterprise plan. JotForm offers a good discount for annual subscriptions, 50% discount for nonprofits, and 50% discount for educators. 

12) Zapier

Zapier is a well-known tool among marketers and in the B2B space. It allows the end-users to integrate the web applications they use and automate workflows. Zapier offers integrations with 4000+ apps. 

Zapier pricing page (source: zapier.com/pricing)

Zapier’s pricing page is straightforward and it lists all the features available on all available pricing tiers: Free, Starter, Professional, Team, and Company. The Free plan as the name suggests is completely free to use and comes with 5 Zaps, 100 tasks per month, and 15 minutes update time. 

The other plans come with shorter update times, support for more Zaps, more tasks per month, and many additional features. We can call the Company plan and enterprise plan because it brings the most advanced features and security offerings. 

You have the option to try out all pricing plans with their free trial options. In addition to that, if you want to talk to sales, you have the option to request a demo for Professional, Team, and Company plans. 

13) Zendesk 

Zendesk offers a customer service and sales solution for teams of all sizes. Over 150,000 companies are now using Zendesk for their customer communication, support, and sales. Zendesk has two different pricing pages, one for service and the other one for sales. 

Zendesk Service pricing page (source: zendesk.com/pricing)

Zendesk’s service pricing is available in two sections. The first section as shown in the above image includes three plans: Suite Team, Suite Growth, and Suite Professional. All these plans come with free trial options, but they don’t have a free plan for small teams. 

Zendesk Service pricing page (source: zendesk.com/pricing)

The enterprise pricing includes two different plans: Suite Enterprise and an additional enterprise-ready plan. They offer a free trial for Suite Enterprise plan, but not for the advanced enterprise plan, you will have to talk to the sales for that. 

Zendesk Sales pricing page (source: zendesk.com/pricing/sales)

Zendesk's sales offering includes three different plans: Sell Team, Sell Professional, and Sell Enterprise. You get the free trial option for all three plans and you don’t have to talk to the sales for accessing the enterprise plan. 

However, if you are looking for the foundational support solution, they have a different pricing page for that too: 

Zendesk Support pricing page (source: zendesk.com/pricing/support)

All of the three support plans offer free trials and you can start using them without talking to sales. Zendesk for service, Zendesk for sales, and the Foundational support plans come with annual billing and seat-based pricing. 

14) Pipedrive 

Pipedrive is an all-in-one sales platform that offers a pipeline sales approach to sell more with less manual work. Pipedrive’s pricing page is pretty straightforward and easy to understand. 

Pipedrive pricing page (source: pipedrive.com/pricing)

They have four different pricing plans: Essential, Advanced, Professional, and Enterprise. Pipedrive offers a free 14-days trial for all of their plans. You can directly subscribe to any of the plans immediately and get started, but you still get the option to talk to the sales if you need help choosing the right plan. 

In addition to the regular pricing plans, Pipedrive has a list of add-ons for the customers to choose from. Main pricing plans charge for each user and the add-ons charge for the company. All the main pricing plans and the add-ons come with discounts for annual billing. 

15) Wistia

Wistia is a popular video hosting platform built for B2B marketers. More than 375,000 companies use Wistia now and it has an easy-to-understand pricing page. 

Wistia pricing page (source: wistia.com/pricing)

Wistia comes with three pricing plans: Free, Pro, and Advanced. The Free plan comes with most of the features with limitations. It is a good plan for businesses that are just getting started. 

The Pro plan offers much more value and is good enough for most small to medium businesses. Advance plan is the enterprise offering here, you need to contact the sales for this plan. However, the paid plans do not come with a free trial for the customers to try out before buying. If you are not sure which plan to select, you can contact the sales team for help. 

16) Polly

Polly is one of my favorite PLG products out there. It is an instant feedback tool that works with Slack, Microsoft Teams, and Zoom. Polly has two different pricing pages and one enterprise request page. 

Polly for Slack 

Polly for Slack pricing page (source: polly.ai/slack-pricing)

Polly for Slack comes with four different pricing plans: Free, Standard, Pro, and Enterprise. The Free plan comes with 25 monthly responses and 45 days of history. If you are looking for more features, you can check out the other plans. You can submit the talk to the sales form for the Enterprise plan. All paid plans are seat-based (ie; senders) and monthly billed. Polly for Slack doesn’t have a free trial. 

Polly for Microsoft Teams

Polly for MSFT Teams pricing page (source: polly.ai/microsoft-teams-pricing)
Agile Polly for Microsoft Teams pricing page (source: polly.ai/microsoft-teams-pricing)

Polly for Microsoft Teams comes with three main pricing plans: Free, Standard, and Enterprise. Just like the pricing for Slack, the Free plan comes with many features for getting started, but you can check out other plans for more features and support. You need to talk to the sales for the Enterprise plan. At the same time, it offers a seat-based plan of Agile Polly for Microsoft Teams for automated standups. Agile Polly for Microsoft Teams offers a free trial. 

17) InVision

InVision is a product-led company that offers an online collaborative whiteboard and productivity platform similar to MURAL. If you go to the homepage of InVision, you will find the pricing page of their Freehand product and inside that page, you will find a link to the general pricing page which includes all products and features. 

InVision Freehand pricing page (source: invisionapp.com/freehand/pricing)

InVision Freehand is available in three different pricing plans: Freehand Free, Freehand Pro, and Freehand Enterprise. The Free plan is useful but comes with limitations. The Pro plan comes with unlimited free hands and more features. You can submit the contact form for the Enterprise plan. The paid plans are seat-based and offer a discount for annual subscription. They don’t offer a free trial of the paid plans. 

InVision pricing page (source: invisionapp.com/plans)

The general pricing includes three pricing tiers: Free, Pro, and Enterprise. The Free plan is designed for small teams and offers up to 10 active users, unlimited freehands, and unlimited public spaces. If you are looking for more users, you can check out the Pro plan. Bigger teams can submit the contact form for the Enterprise plan. All paid plans come with seat-based pricing and annual subscription discounts, and do not offer a free trial. 

18) Retool

Retool offers a platform solution to build internal tools with drag-and-drop building blocks. Retool has separate pricing pages for different locations including the United States, United Kingdom, Eurozone, India, and Canada. It has two different pricing for Cloud and Self-hosted. 

Retool Cloud pricing page (source: retool.com/pricing)

Retool Cloud is the version of Retool hosted by Retool. It includes four main pricing tiers: Free, Team, Business, and Enterprise. The Free plan offer is completely free and comes with unlimited apps and many more features and is well suited for individual developers. 

Team and Business plans are for teams and their pricing is seat-based. Enterprise plan provides advanced security and additional features and you need to book a demo to choose that plan. Team and Business plans are available for free trial as well. 

Retool Self-hosted pricing page (source: retool.com/pricing)

Unlike the cloud, the self-hosted plans come in three different tiers: Free, Starter, and Enterprise. As the name suggests you can use the Free tier without any payments. The Starter offers a free trial and it has a seat-based monthly pricing. You need to book a demo for the enterprise plan. 

In addition to the above-mentioned pricing plans, Retool offers one year free credits for early-stage startups. Eligible startups can submit the request form to get this offer. 

19) Heap

Heap is a top-rated product analytics solution for product-led growth. Their pricing comes in four different tiers: Free, Growth, Pro, and Premier. 

Heap pricing page (source: heap.io/pricing)

Their pricing page is very straightforward and easy to get started immediately without too many steps or confusions. You can either get started with the plans directly or talk to an expert using the demo request form. 

Heap’s Free, Growth, and Pro plans allow self-serve options and the Premier plan requires you to submit the contact form. Heap doesn’t have a seat-based pricing model, it charges for the product features. All the non-enterprise paid plans offer free trial as well. 

20) Amplitude

Amplitude is a leading product-led company that offers product analytics solutions for teams of all sizes. Amplitude features its three products on the pricing page and only Amplitude Analytics has a PLG pricing model. 

Amplitude Analytics pricing page (source: amplitude.com/pricing)

Amplitude Analytics pricing includes three tiers: Starter, Growth, and Enterprise. Starter is a free plan and you can directly sign up for it. It offers many features for small businesses. Growth and Enterprise plans provide much more advanced features and you need to contact the sales team to get them. The CTAs for contact sales take you to a demo request form. 

Amplitude Experiment pricing page (source: amplitude.com/pricing)

Amplitude Experiment offers a feature management solution powered by customer behavior. You need to submit the request demo form to go with this solution. 

Amplitude Recommend pricing page (source: amplitude.com/pricing)

Amplitude Recommend offers a self-serve personalization engine for businesses. Similar to the Amplitude Experiment, you will have to submit the demo request form to get this solution. They don’t provide a free trial option for any of the products and pricing tiers. 

What I Learned From the Analysis? 

  1. 11 out of 20 companies offer 4 tiers of pricing: Free > Small > Medium > Enterprise which makes more sense to the potential buyers because it's pretty simple and clean. 

  2. Most of the product-led companies prefer seat-based pricing. In our analysis, 15 out of 20 companies have seat-based pricing. Interestingly, the PLG companies with seat-based pricing like Retool, Airtable, MURAL, PandaDoc, Calendly etc., have 4 pricing tiers.

  3. Companies without seat-based pricing have more complicated pricing and packaging. For example, Webflow has three different product bundles with different types of pricing tiers and they offer seat-based as well as usage-based pricing. Also, JotForm offers five different pricing tiers to make it more sensible.   

  4. It is evident that most PLG companies prefer to include a free tier for running PLG motion instead of free trial.

    a) 18 out of 20 companies offer a free version of the product
    b) Only 13 out of 20 offer a free trial for their paid plans
    c) 11 out of 20 companies offer both free trial and freemium
  5. 18 out of 20 companies support monthly billing and 15 out of that 18 provide special discounts for annual subscriptions. It is evident that most PLG companies don’t want to turn away their customers in the name of annual commitment, but attract the users to the annual subscription with discounts.
  6. Only a minority of the analyzed companies offer a self-serve option for enterprise plans, but 55% of the companies offer a contact sales/request demo option for non-enterprise plans.
  7. 55% of the companies on the list provide special offers, discounts, or free subscriptions for early-stage startups, nonprofits, or educators which makes me extremely proud to be a part of the PLG fraternity.