Setting Agency Pricing for the Year: A Margin-First Approach

Pricing set off competitors or gut feel drifts into trouble. Start from cost and work up.

Start from true cost

Wholesale fee plus account time, support, and processing — your true cost per client. That is the floor.

Set a target margin per service

Decide the margin you need per service, not per client average. Aggregate hides the underpriced lines.

Plan for wholesale increases

Vendor prices rise during the year. Build in room or commit to syncing costs and adjusting on renewal.

Make margin visible

Real-time per-client margin means pricing decisions are based on data, not hope — HubWho.