01
Pricing
Pricing that reflects the value you deliver and supports where the business is headed.
+Introduce a net new pricing model for your core business
+Iterate on an existing model
+Add a secondary model for a new product
+Repackage tiers
Lexi Cardia · B2B SaaS pricing and product strategy advisor
Pricing, growth and product strategy you can ship.
I work with B2B SaaS founders to turn hard questions about pricing, product-led growth and product into clear recommendations, then help your team put them into practice. I dig into your product, team, customers, data and contracts, and roll up my sleeves on execution.
Services
Strategy and execution, across three areas.
02
Product-led growth
More of your users converting, expanding and finding their way to the right plan.
+Improve product conversion rates and upsells
+Add pricing strategies that support product-led growth
+Build internal processes that support both sales-led and product-led motions
03
Product
A clear roadmap, and the processes and habits that turn it into shipped outcomes.
+Clarify your product roadmap
+Iterate on the processes that make the roadmap a reality
+Establish product outcomes reporting
+Improve your product launch process
+Coach IC product managers and leaders on best practices
Background
A decade building and pricing products that grow.
Before advising, I led product teams at Hex and Fivetran, where I launched new pricing models, built & owned self-service and product-led growth motions, and grew product teams from the first hire. I started my career in data analysis and economic consulting, and I still start every engagement with the data. As an advisor, I've worked on 20+ advisory engagements across my offerings.
8 figures
of revenue growth driven by an updated pricing model at Fivetran
$20M
in revenue supported by a self-service motion I built and owned
$10M+
in ARR from a 0-1 secondary product I launched
2025 to present
Startup Advisor
Helping SaaS companies with product, pricing and PLG strategy, primarily in partnership with the Andreessen Horowitz infrastructure fund.
2024 to 2025
Hex · First Head of Product
First product leader at the AI-powered data platform. Helped Hex expand from a single product to a multi-product offering, identified monetization opportunities, reorganized the team into AI-integrated, persona-focused groups, launched the notebook agent, and set up processes tying the roadmap to measurable business outcomes.
2018 to 2024
Fivetran · First PM hire to Senior Director
+Senior Director, Self-Service & Monetization. Launched a Free plan, built a cross-functional self-service motion with Marketing and Sales, and created an experimentation framework for measurable innovation.
+Director, Core Experience. Led a team of 9 product people. Shipped an updated pricing model, free trials for every connector, a promotion framework for Marketing and Sales, and a full API and webhook platform.
+Senior Product Manager. As the first PM, launched usage-based pricing from existing subscription model, in-product purchasing (how most new customers first buy) and Powered by Fivetran.
2010 to 2018
Earlier career
Product Manager at UnitedMasters and Pandora, building self-service tools for artists and automating ad buying. Before that, product analytics and strategic planning at HERE, enterprise analytics at LinkedIn, and economic consulting at Analysis Group.
UnitedMasters
Pandora
HERE
LinkedIn
Analysis GroupEducation
B.A. in Economics, Government and Leadership, cum laude, Claremont McKenna College. Reforge Growth Series and Product Strategy. Lean Six Sigma Green Belt.Engagements
Two ways to work together.
Committed Sprint
DEEP DIVE
~40 hours
An in-depth look at your company to answer a defined question, end to end: internal team interviews, customer conversations, data analysis whatever the maturity of your stack, and contract review.
You get: a clear strategy recommendation and a plan to put it into practice at a discounted hourly rate.
On-Demand Advisory
FLEXIBLE
As needed
An experienced partner when you need one, without a fixed scope. Pressure-test a change, get input on a launch, or keep momentum after a sprint.
Best for: teams with a specific question or a decision coming up soon who value the flexibility.
How I work
What makes an engagement work.
01
Clear goals
Clarity on the business goals you want to move.
02
Open context
Existing materials and internal company context, shared early.
03
Introductions
Access to relevant team members and customers where possible.
04
Data access
Whatever data you have today, however mature your stack.
Embedded sprint structure
Product & pricing evolution touches every part of your business. It isn't the quickest change to make, but it has a huge impact on business outcomes. For embedded engagements, we usually move through four phases, and any of them can be shortened or skipped depending on your appetite for risk.
Phase 1 · 1 to 2+ weeks
Research
+Data review
+Customer review and interviews
+Internal review and interviews
Phase 2 · 1+ week
Recommendation
+A recommended path with options, validated with your team and customers
Phase 3
Decision
+Your team aligns on the final direction
Phase 4 · Timing varies
Rollout
+Paced around your internal constraints
The goal of our work together is to reach your business goals quickly and efficiently, and to leave your team able to keep evolving pricing on its own. Most businesses tweak pricing & product regularly as they improve product-market fit.
Example engagements
B2C TO B2B PRICING
A B2C company layering on a B2B offering.
NEW PRICING MODEL
A seed-stage startup designing its first pricing model.
PRICING ITERATION
A Series B company increasing ACV by adjusting price points and packaging to appeal to the enterprise market.
PRODUCT-LED GROWTH
A Series B company updating its onboarding.
PRODUCT HIRING
Advising a Series B founder on their first product hire.
NEW PRODUCT LINE
Advising a Series B founder on an add-on product for enterprise customers.
Recommendations
1 / 3
Lexi is a truly remarkable person. She has a rare and powerful combination of intellectual horsepower, leadership chops, and organizational ability that I've not only admired, but learned from. Hex is a better company, and I'm a better leader, for having spent time with Lexi.
Barry McCardel
Co-Founder and CEO, Hex
Press, talks & awards
Talks, interviews, press and awards.
Conversations and recognition for my work in product management, growth and building product teams. Some pieces appear under my previous name, Alexa Maturana-Lowe.
Jul 2022
AMA
SMB product management: an AMA for aspiring and early-career PMs
Sharebird
Apr 2022
Award
Moxie Award winner, honoring rising women in tech
Built In
Sep 2021
Talk
Speaker, ProductCon Online
Product School
May 2021
Award
Top 25 Software Product Executives of 2021, ranked #6
The AI & Software Report
Apr 2021
Press
Fivetran expands Powered by Fivetran to fuel new data products
Business Wire
Apr 2021
Video
Fivetran product director on managing product managers
Products That Count
Mar 2021
Interview
Women's History Month spotlight
Fivetran blog
Blog
Notes on pricing, growth and product.
October 19, 2026
Why product should own pricing
Pricing touches every part of the business, which is exactly why it needs one owner. Here's why that owner should be the product team.
Read post
September 18, 2026
Stop asking for features. Start sharing outcomes.
Why founders and product leaders get more from their teams by managing to outcomes instead of feature requests, especially now that AI makes building fast and cheap.
Read post
August 21, 2026
The 9 best free resources on pricing
You don't need to hire an expert or take an expensive course to get good at pricing. Here are the nine free resources I recommend most, plus the one book worth buying.
Read post
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One post a month on pricing, growth and product. No spam, unsubscribe anytime.
FAQ
Common questions.
What does a pricing advisor do for a startup?
A pricing advisor helps founders decide what to charge, how to package plans and when to change them. I start by interviewing your team and customers, analyzing usage and revenue data and reviewing contracts, then turn that into a clear recommendation and help your team put it into practice.
When should a startup revisit its pricing?
Common triggers are launching a new product or AI features, moving upmarket or adding a self-serve motion, discounts becoming the norm in deals, costs that grow with usage, or simply not having revisited pricing in over a year.
How do you help with product-led growth?
Self-serve signup, onboarding and activation, free plans and trials, in-product purchasing and upgrade paths, and the experiments that show what's working. The goal is a product that can win, convert and expand customers on its own, alongside your sales team.
What's the difference between a Committed Sprint and On-Demand Advisory?
A Committed Sprint is about 40 hours focused on answering one defined question end to end, ending with a strategy recommendation and a plan to put it into practice. On-Demand Advisory has no fixed scope: bring me in to pressure-test a change, get input on a launch or keep momentum after a sprint.
Who do you work with?
B2B SaaS founders and their product, growth and go-to-market leaders, including infrastructure, data and AI companies, often in partnership with the Andreessen Horowitz infrastructure fund.
How do we get started?
Book a free 30-minute call or email hello@lexicardia.com with a little about your company and the decision you're facing.
Have a pricing, growth or product question on your mind?
Book a free 30-minute call to talk it through, or email me about your company and what you're working on.
© 2026 Lexi Advises
Pricing, growth and product strategy for B2B SaaS founders
Lexi Wanders: personal notes