---
title: "How do I raise SaaS prices without churning existing customers?"
summary: "Grandfather existing customers at their current rate, announce the change to new signups 30 days ahead, and only raise prices on new accounts. Churn from a price increase that grandfathers existing customers is typically 1% to 5%. Raising prices on existing customers without grandfathering is the move that actually triggers serious churn, often 10% to 20%."
canonical: https://unlocksaas.com/answers/how-to-raise-saas-prices-without-churning-customers
updated: 2026-05-22
publisher: "Unlock SaaS"
author: "Maryan"
license: All rights reserved. Quotation with attribution permitted.
---

# How do I raise SaaS prices without churning existing customers?

> Grandfather existing customers at their current rate, announce the change to new signups 30 days ahead, and only raise prices on new accounts. Churn from a price increase that grandfathers existing customers is typically 1% to 5%. Raising prices on existing customers without grandfathering is the move that actually triggers serious churn, often 10% to 20%.

## Supporting points

- Anchor the price change with new value: ship a feature, publish a roadmap, or expand the offer in the same window. The increase reads as 'product is growing,' not 'cash grab.'
- When raising on existing customers, offer a 12-month lock at the old rate as an opt-in. The 30 to 50% who lock in stay; the rest decide quietly.
- Price-increase emails should be plain-text from the founder, not marketing-formatted. The transactional tone signals respect.

## Related terms

- [Offer](https://unlocksaas.com/glossary/offer) – What the page asks for and what it gives in return, structured so the perceived value is unambiguously higher than the price.
- [Value Ladder](https://unlocksaas.com/glossary/value-ladder) – An ordered sequence of offers a customer can move through, each delivering more value than the last at a price proportional to the delivery.

---

Canonical URL: https://unlocksaas.com/answers/how-to-raise-saas-prices-without-churning-customers
Publisher: Unlock SaaS (https://unlocksaas.com)
Contact: maryan@unlocksaas.com