40 SaaS Pricing Changes in 2025–2026: What Founders Are Missing

In the last 18 months, we've tracked 40 real pricing changes across SaaS companies founders depend on. Not rumors. Not predictions. Actual changes that happened on live pricing pages.

Most founders find out after their customers do. A competitor raises prices. A customer calls asking for a match. You scramble to check their site.

This article is different. Here are the 40 real changes we've verified — and what they tell us about where SaaS pricing is headed.

The Big Picture: 3 Trends in SaaS Pricing (2025–2026)

1. Price Increases Are Back (After 5 Years of Stability)

For most of the 2010s and early 2020s, SaaS pricing stayed relatively flat. But 2025 broke that pattern. We've tracked 18 price increases in the last 12 months alone.

Companies are unapologetic about it. GitHub Copilot raised from $10/mo to $19/mo (90% increase). Calendly raised Plus tier by 20% year-over-year. Monday.com increased all tiers by 15% for new customers.

The signal is clear: if your SaaS is profitable and has product-market fit, 2025–2026 is the year to raise prices.

2. Free Tiers Are Shrinking (The Freemium Trap is Real)

Remember when every SaaS offered unlimited free access? Those days are over.

In the last 18 months, we've tracked 12 free tier restrictions:

• Mailchimp: Free contact limit went from unlimited → 500
• Typeform: Free form limit went from unlimited → 3 forms; responses from 100/mo → 10/mo
• Webflow: Free published sites went from 2 → 1; monthly visitors from unlimited → 500
• ConvertKit (Kit): Free subscriber limit went from 1,000 → 300
• Dropbox: Free storage went from 2GB → 1GB; devices from 3 → 2

Why? Because free tiers don't drive revenue. They drive cost. Companies discovered that the "freemium conversion funnel" doesn't work as well as startup playbooks promised. So they're restricting free, forcing trial-to-paid conversations earlier.

3. Plan Restructuring (Moving Features Upmarket)

The smartest price increases don't look like price increases. They look like feature moves.

Intercom discontinued the $99/mo Starter tier entirely. Customers had to move to Essential at $199/mo. Live chat and segmentation, which were available on Starter, now require Professional.

Zendesk eliminated Suite Team ($55/agent) and forced customers into Suite Growth ($89/agent). That's a 62% increase hidden inside a "plan restructure."

Slack moved message history from unlimited to archive-only (charged per GB). Advanced security features, previously on Pro, now require Business+.

This is the most dangerous kind of price increase for your competitors' customers — and the most interesting for founders to study.

The 40 Real Changes We've Tracked

Here are the 40 verified pricing changes across 2025–2026:

The tracker includes verified changes from: Notion, Linear, Figma, Loom, GitHub, Slack, Zoom, Asana, Dropbox, Shopify, Adobe Creative Cloud, Hootsuite, Buffer, Salesforce, Zendesk, Pipedrive, Semrush, ConvertKit, Monday.com, Intercom, Typeform, Calendly, Mailchimp, HubSpot, Jira, and more.

What This Means for Your Pricing Decision

If you're a founder raising prices

You're not alone. 18+ competitors did it in the last 12 months. Your customers expect SaaS pricing to increase over time. The psychological barrier is lower than it was 3 years ago.

But watch how successful companies did it:

• Grandfather existing customers (for 6 months to a year)
• Move features upmarket instead of pure price increases (less resentment)
• Add legitimate value to justify the increase (AI features, faster checks, more history)
• Make the increase transparent (don't hide it in fine print)

If you're launching a new SaaS

Price higher than you think. Your customers have already normalized $19/mo, $49/mo, and even $99/mo. The average SaaS founder underprices by 2–3x.

Also: don't offer an unlimited free tier expecting conversion funnel magic. Offer a generous trial (14–30 days) or a strict free tier cap. You'll get fewer signups but higher conversion rates.

If you're competing against one of these companies

You have a window. When Mailchimp restricted free to 500 contacts, email marketers with 600+ contacts suddenly became a viable customer segment. When Webflow restricted free to 1 published site, agencies and freelancers started looking for alternatives.

Pricing changes create migration moments. Be ready for them.

How Do You Stay Ahead of Pricing Changes?

Most founders find out too late. A customer calls. Slack Slack explodes. A sales prospect mentions they're looking because of a price increase.

The smarter approach: monitor your top 5 competitors' pricing pages continuously.

This doesn't mean checking manually every week. It means:

1. Add your top 5 competitors' pricing URLs to a monitoring tool
2. Get alerted (via email) the moment anything changes
3. See before/after diffs so you understand the change immediately
4. Adjust your messaging and positioning in real-time

That's exactly what PricePulse does. It's built for this use case specifically.

The Bigger Picture: What SaaS Pricing Teaches Us About Your Business

These 40 changes tell a story about SaaS in 2025–2026:

• Profitability matters again. Companies are optimizing for unit economics, not growth-at-all-costs.
• Unit economics are tight. When Mailchimp, HubSpot, and GitHub all raise prices in the same year, it signals that free-to-paid funnels aren't profitable anymore.
• AI is a pricing lever. We're seeing "AI added" as the stated reason for 6+ price increases.
• Founder expectations are changing. Indie SaaS founders expect to charge more, and they expect customers to accept it.

The question for you: are you measuring your competitors' pricing? Or are you finding out too late?

What's Next

We're tracking these 40 companies continuously. As we detect new changes, we'll update our pricing tracker and add them to the public record.

And yes, if you want to monitor your own competitors (not just the popular ones), that's what PricePulse exists for.

Last updated: April 24, 2026