“We launched at $99.99 but one of our early tests was raising it to 129 and we saw the magical like more users and more revenues at the same time. And so that's where we've been for most of it. But I do think we are one of the more expensive options on the market.”

Raised price from $99 to $129 — got more users AND more revenue at once

Brett bumped the annual price from $99 to $129 early on and hit the rare 'both go up' outcome — more signups AND more revenue. The premium price signaled reliability (critical when users are trusting you with their lecture recordings) and attracted higher-intent customers willing to pay for a serious tool.