Soldo pricing teardown
https://www.soldo.com/en-gb/pricingSoldo's pricing page uses a clever interactive calculator (users/cards/wallets inputs) to dynamically recommend a tier, with transparent starting prices for Standard and Plus but an opaque 'Price on request' Unlimited tier for enterprise lead-gen. The two self-serve plans are clearly scoped with a feature comparison table and FAQ, but the value metric mixing users, cards, and wallets with a 'minimum 3' floor and per-user card bundling adds complexity that could confuse smaller buyers.
Tier structure
Standard
£21/mo +VAT
Plus
£33/mo +VAT (Recommended)
Unlimited
Price on request
Value metric
hybrid: base price scales with users, cards, and wallets, with feature gating at higher tiers
How limits scale
Escalation logic
Standard covers basic card issuance and spend tracking, Plus adds multi-wallet, multi-currency, OCR automation and reporting, and Unlimited removes all caps with enterprise integrations and dedicated support — a fairly standard good-better-best ladder gated by both scale limits and feature depth.
Psychological anchors
- Interactive calculator anchor — Users input their team size, card count, and wallet needs, and the tool highlights a 'Recommended based on your answers' plan — a personalized decoy/nudge effect rather than a static 'Most Popular' badge.
- Enterprise price-on-request anchor — Unlimited tier shows no price and lists 'unlimited' everything, anchoring the two visible plans as reasonably priced by comparison and funneling larger prospects to sales.
- Free trial as entry hook — 'Try it FREE for 30 days' appears on Standard and Plus CTAs despite the verified data showing no free trial flag — page text confirms 30-day trials exist, softening the lack of a free tier.
- Charm-adjacent round pricing — £21 and £33 are used instead of true charm pricing (e.g., £19/£29), giving a slightly more premium, less 'discounted SaaS' feel.
- Feature-depth escalation — 'Everything in Standard, plus...' and 'Everything in Plus, fully customised and scaled' framing reinforces upgrade logic and justifies price jumps.
What this page is optimizing for
The page blends self-serve conversion for SMB buyers (visible starting prices, instant 'Get started' CTAs, 30-day trial) with enterprise lead-gen for the top tier (Price on request, 'Book a demo'), suggesting a dual-motion funnel that qualifies leads by company size via the calculator itself.
Red flags
- Starting prices are described as minimums scoped to 3 users/cards/wallets, so actual cost for most real teams will be higher than the advertised £21/£33 headline figures — this isn't disclosed clearly upfront.
- No annual billing option or discount is shown anywhere on the page, missing a common upsell/retention lever.
- Unlimited tier has completely opaque pricing with no indication of typical enterprise cost range, forcing a sales conversation even for mid-market buyers who might self-serve elsewhere.
- The value metric mixes three variables (users, cards, wallets) plus feature gating, making it harder to predict total cost as a business scales versus a single clean per-seat metric.
- Free trial availability contradicts the verified data flag (false) — page text clearly advertises '30-day trial' for Standard and Plus, creating inconsistency that could confuse prospects if not actually applied at checkout.
Best-practices scorecard
What works · 5
- Clear recommended tier — Dynamic 'Recommended based on your answers' banner personalizes the highlighted plan based on calculator inputs.
- Tier differences are scannable — Each tier lists starting limits and a short feature list, plus a full comparison table for deeper detail.
- FAQ or objection handling — Extensive FAQ covers plan selection, trials, cancellation, fees, and integrations.
- Trust signals present — Trustpilot rating, Forrester-commissioned ROI stats (62%/80%/50% time savings), and customer volume claims are featured.
- Clear CTAs per tier — Each tier has a distinct CTA ('Try it FREE for 30 days', 'Book a demo') matched to its funnel stage.
Half measures · 2
- Visible prices — Standard and Plus show starting prices, but Unlimited is 'Price on request' and true cost scales with inputs beyond the headline figure.
- Value metric matches usage — Scaling by users/cards/wallets is usage-aligned but the three-variable combination adds cognitive load versus a simple per-seat model.
What's missing · 1
- Annual discount offered — No annual-vs-monthly toggle or discount is present anywhere on the page.