Cristina Vila spent 18 months giving Cledara away for free. She had no SaaS subscription billing system, no pricing plan, and activation was stuck at 50%. Then she started charging - and everything changed.

When Cledara introduced its first paid plans, activation jumped to 80% because paying customers felt compelled to actually use the product. A year later, Cristina raised SaaS pricing again with zero impact on sales. That single decision to add recurring revenue billing unlocked a path to $2.4M ARR and over 710 customers. This is a must-listen for any founder wrestling with the free to paid SaaS transition.

What You Will Learn

Why introducing SaaS subscription billing increased activation from 50% to 80%
How Cledara raised prices with zero impact on conversion rates
Why companies with fewer than 50 employees were not the right ICP
How outbound email campaigns grew customers from 100 to 710

🔑 Key Lessons

💰 SaaS subscription billing creates activation urgency: Cledara's free users activated at 50%, but paid plans pushed activation to 80% because financial commitment created urgency to onboard.
📉 Raising SaaS pricing revealed untapped value: One year after introducing paid plans, Cledara raised prices with zero impact on conversion, proving significant headroom.
🎯 Target companies where the pain is undeniable: Moving upmarket to 50-500 employees meant every prospect already felt the SaaS subscription billing problem acutely.
🤝 Use prospect education as a delayed sales tactic: When prospects denied having a problem, Cristina told them to audit their tools - most came back within 3-6 months after discovering 30-40 unknown subscriptions.
🚀 Create a forcing function to ship faster: Cristina committed to launching at SaaStock Dublin before she had a product, using the pitch competition as a non-negotiable deadline.

Chapters

Introduction
Cristina's motivational quote from her mom
What Cledara does and who it serves
Revenue, team size, and customer count
How Cledara differs from Brex, Ramp, and IT tools
Origin story at a neobank startup
What pushed Cristina to quit and start Cledara
Building the MVP in three months for SaaStock Dublin
How co-founder Brad joined the company
Hiring a dev agency as a non-technical founder
Defining the MVP scope with virtual cards
First customers from the SaaStock pitch competition
Why Cledara was free for 18 months with no payment system
Runway and pre-seed funding without revenue
How charging increased activation from 50% to 80%
Initial pricing tiers and raising prices with no impact
Getting to the first 100 customers through founder-led sales
Self-serve onboarding plus a fintech KYC requirement
Common objections and the delayed realization tactic
Fundraising during COVID and adapting to Zoom pitches
Outbound as the growth engine from 100 to 710 customers
How Brex and Ramp educated the market for Cledara
Lightning round

Resources

Full show notes: https://saasclub.io/321
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