The 2025 state of B2B monetization

Technology companies are realizing they can't solely rely on flat-rate or seat-based subscriptions in an age of AI, automation and APIs where value is disconnected with how many people are logging in.

But interest in disruptive pricing models doesn't always translate into adoption. And interest doesn't mean folks will accept new ways of buying. That left us wondering: what’s really going on with B2B monetization? To answer that question we surveyed 240 software and AI businesses between April-May 2025.

You can download the full 2025 State of B2B Monetization report here.

The key takeaways

1. Seats and flat-rate pricing are increasingly under threat.
2. As AI continues to gain traction, hybrid has become the ‘it’ pricing model.
3. There are a seemingly infinite number of ways to structure hybrid pricing. Choose wisely (or support multiple models).
4. Outcome-based pricing is seen as the 'holy grail'. It’s still out of reach for 95% of the market.
5. The shift toward pricing transparency seemed inevitable. This isn’t playing out.
6. Pricing models keep evolving. Most of the market is unprepared to keep up.