Almavie Postpartum Care
Almavie is a Chicago-based postpartum care provider offering three service tiers. The team wanted to understand how customers valued its differentiated care model, where willingness to pay shifted across tiers, and how confidently it could move beyond its existing pricing.
The question was behavioral, not financial. Postpartum care is chosen during a time of exhaustion and uncertainty, shaping how families think about value and price.
What We Delivered
- A custom consumer pricing study with 147 qualified respondents across two fielded waves
- Demand and margin modeling at every tested price point, across all three tiers
- Analysis of customer motivations and emotional drivers behind willingness to pay, mapped to four emotional purchase mechanisms
- A repricing recommendation for all three tiers, framed as one portfolio decision
- A high-income supplement and a directional read on geographic expansion
How It’s Being Used
Almavie is using the findings to:
- Set tier pricing based on observed willingness-to-pay thresholds, rather than relying primarily on competitor pricing.
- Position each tier around the customer need it serves, with security and peace of mind emerging as key purchase drivers.
- Rewrite service descriptions around vetting and guarantees, where parents actually anchored trust.
Ryan’s process was thoughtful, responsive, and highly actionable. The research gave us greater confidence in our pricing decisions and a much clearer understanding of what our customers truly value. He brought a high level of care to the engagement, and the insights have been genuinely valuable as we continue to grow.
Specific price points, thresholds and demand figures are Almavie’s commercial property and are not published here.
Pricing a decision people make emotionally?
Most pricing research measures what people say they would pay. The harder and more useful question is why the number moves. If that sounds like your category, it is worth a conversation.
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