Why we priced everything at ₹99/month

We decided the price before we decided the catalog. ₹99 a month, every assistant, flat. No tiers, no annual prepay discount, no first-month half-off theatre. This post is the long version of why.

The default in SaaS is tiered pricing.

Three plans. Maybe four. A free tier that exists to seed funnels, a mid tier with the actual product, a Pro tier with the limit you'll eventually hit, and an Enterprise tier behind a "contact us" button. The mechanics are well understood. Heavy users subsidise light users. The pricing page is a negotiation tool, not a price. You buy the tier you fear, not the tier you need.

It works. We are not denying that it works. We rejected it because the job we are doing is the opposite of a negotiation. Someone lands on a page, reads what the assistant does, decides in under a minute if ₹99/month is fair, and clicks. A tier picker breaks that.

Why ₹99 specifically.

Not ₹999. Not ₹49. ₹99 sits in a very specific psychological seat in India. It is small enough that the question stops being "is this worth it" and becomes "will I actually open it". That second question is the one that matters. The first one is theoretical. The second one is honest.

Most consumer subscriptions that do well at scale in India sit in this band. ₹49 reads as a gimmick; ₹99 reads as a real but light commit; ₹199 starts to feel like a "service" instead of a tool. We wanted a tool price, not a service price.

The honesty tax.

Flat pricing means we cannot pretend that the "Research Analyst" assistant is worth ten times the "Cold Email Operator" because the first one sounds more serious. They get the same shelf space and the same price tag. They earn their keep on their own.

This was uncomfortable to commit to. There is a real instinct to charge more for the assistants that took longer to tune or that serve a higher-paid job role. We resisted it. The minute you start pricing by perceived seriousness, you stop being a catalog and start being a consultancy.

What we lose.

A flat price is a margin compromise. Some assistants will, in practice, be more useful to a power user than to a casual one. A performance marketer running the Cold Email Operator on five accounts gets very different value from someone using it once a week. Tiered pricing captures that delta. We do not.

We accept the loss. The alternative is a price negotiation on every page, and that is a much bigger tax than the margin we are leaving on the table. We would rather under-charge a power user than make a casual user click through a comparison table to understand what they are paying for.

There is also a quieter loss. A pricing page is a place where some companies signal status. The Pro tier is half a marketing surface. With one price, we do not get that lever. The catalog has to do all the talking. That is a higher bar, and we think it is the right one.

What you gain.

No tier-up anxiety. No "wait, do I need the Pro plan to access this one". You see the catalog, you pick what fits the work you actually do, you pay ₹99, you cancel any time. Each subscription is to one assistant, billed once a month, cancellable from the account page in two clicks. The shelf is the shelf.

Operators do not want pricing puzzles. They want to know what something costs, what it does, and whether the second is worth the first. ₹99 lets that decision happen in seconds. The cost of getting it wrong is one month and a two-click cancel. That is the kind of downside an operator can absorb without thinking, which is exactly why they actually try things.

What we'd change later if we had to.

Bundles, maybe. If a meaningful number of subscribers pair two specific assistants together, a small bundle price for the pair is honest. It is not a tier, it is a discount on a real combination.

Annual prepay discounts, probably not. They sound friendly and they almost always hide the cancel-anytime promise. The whole point of ₹99/month is that it is monthly. The day we ship an annual plan, the monthly cancellation gets quietly demoted in the UI. We do not want to be in that business.