#38: Where software pricing is heading in an AI world | Alvaro Morales (Co-founder & CEO @ Orb)

Welcome to another episode of Supra Insider. This time, Marc and Ben sat down with Alvaro Morales, CEO and co-founder of Orb, a company revolutionizing modern billing infrastructure with notable customers like Vercel, Perplexity, and Replit.

Alvaro shared his journey from being an engineering manager at Asana to launching Orb after encountering challenges with pricing iterations.

He also discussed the evolving role of pricing in product strategy and the rise of usage-based and outcome-based pricing models. Additionally, he shared his insights into the psychology behind pricing decisions, the importance of building customer trust, and how Orb's platform enables cross-functional teams to refine pricing with the same speed and efficiency as their product updates.

If you're a product, engineering, or finance leader curious about transforming your pricing strategy or building more agile processes, this conversation is packed with actionable insights.

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In this episode, we covered the following topics:

* How Alvaro’s experiences at Asana inspired the creation of Orb

* The challenges modern teams face with pricing

* The psychology of pricing and how customer trust plays a pivotal role

* Outcome-based pricing as the “holy grail” and why it’s so difficult to achieve

* How Orb helps companies make pricing a dynamic, strategic advantage

* Alvaro’s journey with early design partners to refine Orb’s pricing

* Key trends in freemium, reverse trials, and usage-based pricing

* And much more!

If you’d like to watch the video of our conversation, you can catch that on YouTube:

Links:

* Alvaro Morales: https://www.linkedin.com/in/alvaro-morales/

* Alvaro Morales X: https://x.com/alvaromorales

* Orb: https://www.withorb.com/

* Alvaro Morales Email: alvaro@withorb.com

* Ben: https://www.linkedin.com/in/benerez/

* Marc: https://www.linkedin.com/in/marcbaselga/

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