I often wonder if the heads of marketing at Apple, Google, and Amazon get up every morning excited to go to work. (In fairness, I’ve met a couple of them, but job satisfaction never came up.) “Amazing! This latest glass and aluminum rounded rectangle changes everything! Increase the price to $1,400 and make it available in orange.”

And lo, there comes a point in every successful company’s marketing where the advertising and communications can largely sit on autopilot.

Thankfully – truly, I mean this – we at Piere aren’t there yet.

For our team, we are still in that sweet, exciting, invent-test-iterate-learn-repeat phase. It means I have the great privilege of waking up excited to start work everyday, since our top focus is innovation. It means our users get the benefit of a company that’s always actively looking for meaningful ways to improve.

Let’s take the newest version of Piere for example. It includes our newest feature, Moves, that lets you create smart automations that transfer money between all your banks and accounts to save, keep a minimum balance, or earn more interest. Since right before the holidays, we’ve been working rigorously to promote it, while testing and learning the costs, demand, and timelines that influence feature availability, and most importantly, pricing.

My Chase Sapphire card recently increased its annual membership assault fee to $795. My Amex Platinum went up to $895. And they justify it by giving me a coupon booklet filled with discounts on c—p I don’t want or need to offset the fees? What?! Cancelled – both so cancelled. Is that what this exercise would lead Piere to become? The mere thought made me salty, and my colleagues took notice.

At the very core of Piere is a soul. I like to think that’s what really sets us apart from every other PFM app out there. Yuval, me—the entire team—all care deeply about how our company and product are represented and what they mean to everyone who signs in. It’s with this simple truth that we can’t and won’t charge more and deliver less. Fortunately, we do have faith in each of you and how you guide us to making the right decisions. We never sell data, but we do pay attention to it, and follow the pathways it paves.

Moves went live last month, and we’re even giving you $25 back through February 28 to try it out. Moves also isn’t free to us. The feature along with all of the other enhancements we delivered in 2025 come at an increased cost to us. Yuval has repeatedly stated in past updates that passing along those costs to our users isn’t acceptable unless the outcome is significantly enhanced, measurable value.

So, where does that leave our current pricing strategy? First of all, we’ve measured the value of the combined MyPlan and Moves features, and there’s at least $120.00 of annual growth that’s guaranteed by using Moves. That’s a substantial figure, especially considering that our previous top-tier plan, Piere Plus+, only costs $79 annually. Next, we had to look at the cost of offering Moves to each of you. Spoiler alert: it ain’t cheap, y’all. Even so, our guiding principle is that financial growth shouldn’t come at greater financial cost. This is how we concluded a new subscription tier was necessary for us, and a benefit for all of you.

Piere Platinum, freshly introduced, is now our top-level subscription package, priced at $120 per year, with a guarantee that you’ll grow your money by $120 or we’ll make up the difference. Beyond the beauty of a money-back guarantee, offering Piere Platinum enables us to continue developing new features well into the future, while keeping our commitment to offering free financial clarity with Piere Purple, and deep financial intelligence with Piere Plus+ – without increasing their prices.

We have a company filled with intelligent, forward thinking, diverse individuals who all rally around doing what’s right by making financial growth possible for any experience level. We all deeply understand and never take for granted getting to invent, build, and listen. Having such resources available to us is, in my opinion, our biggest assets, and will keep Piere at the forefront of your growth for a long time to come.

When we make changes, it’s because they’re needed, and because we know they’ll deliver value. What’s even better is we do it without needing to push coupon booklets (still mad at you Chase and Amex) to seal the deal. Instead of selling you discounts to products you won’t actually use or don’t need, we’ll just put cold hard cash right into your bank account, and pay you back if we fail.
As the marketing guy, am I trying to sell you an upgrade? Nope. I don’t have to when we’re giving it away.