“Monthly membership which is right now at $29, that will be $39 to $49 in next 6 months. And we're also doing a heavy 40% discount on yearly membership.”

Pre-announce a price hike to make today's price feel like a steal

Publicly committing to a future price increase creates urgency on today's price and signals confidence in the product's trajectory. Pair with a steep annual discount to lock in cash and reduce churn before the hike lands.