“All of our main competitors are around the $80 price point. We believe our product is just as good as theirs. However our price didn't really reflect that. What are prices if not information about how something is valuable?”

Prices signal quality — a low price relative to competitors devalues your product

The product team at Lose It! pushed for the price increase, not just the revenue team. Their reasoning: price is the only signal a prospective user has about relative quality. When Lose It! charged half the price of competitors, it implicitly communicated an inferior product regardless of actual feature parity. Pricing parity with competitors is a brand statement, not just a monetisation choice.