10x Overnight: Why Bending Spoons’ Pricing Playbook Gives Private Equity a Bad Name

Bending Spoons acquired Miro and Airtable this year and is all over the news, but my feed represents some last year acquisitions, Harvest being one of them.

Brad Williams and Jimmy Rosén are old friends and industry titans with decades of experience. Founders, leaders, authors, event organizers, and what not.

The ripple effect of suddenly charging 10x overnight after 13 years of service IN AN AI ECONOMY AND DURING SAASPOCALYPSE is what tends to give PE a bad name – and it shouldn’t.

It’s one thing hiking 20% or even 50% or in some cases, double (if you charged pennies or $1/mo for hosting for example). 10x is mostly insulting intelligence for users who receive the email and are expected to stay.

In a 50% hike, you can see 25% churning and still calibrate and growth, inflation-adjusted with R&D forward.

With 1,000% bump, is the math hoping to keep 10% of the customership?

And in an age where data and distribution means the world, this math is oddly disturbing.


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Mario Peshev is a 5x CEO and operator, founder of DevriX and Growth Shuttle, global value creation advisor, angel investor, and author of “MBA Disrupted.”

His original background in engineering rode the wave of IT entrepreneurship in the last 25 years, from product and service entrepreneurship through acquiring and selling businesses, to investing in global startups like beehiiv, doola, the Stacked Marketer, Alcatraz, SeedBlink.

Peshev spent over 10,000 hours in consulting and training contracts for mid-market and enterprise organizations like VMware, SAP, Software AG, CERN, Saudi Aramco since 2006. His books and guides are referenced in over 50 universities in North America, Europe, and Asia.


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