Ulrik works as a an advisor to tech companies across Europe, US and Asia-Pacific to unlock commercial potential in the product and organisation by creating pricing models that radically accelerates growth and unlocks the value of the underlying technology.

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He has done commercial redesigns for over 150+ B2B SaaS companies, including dozens of business model transformations from perpetual license and on-prem legacy solutions to cloud based SaaS. He has worked for both privately held and publicly listed companies, from early stage venture to $10B+ recurring revenue enterprises.

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In this capacity Ulrik is also the preferred pricing partner for Microsoft Western Europe on their ISV programme, for SamsungNEXT, Intel Ignite and SAP.io and works closely with several notable VC and PE firms as a portfolio advisor.

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Prior to becoming an advisor and investor Ulrik started and sold three companies (PropTech, Media, Manufacturing) and is also a prolific writer and an active keynote speaker on the topics of Pricing & Monetization, Business Models, Market Validation of Products, Commercially Driven Product Design and SaaS Economics.

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Ulrik holds a graduate degree in Analytical Philosophy on Model Theory and an MA in Finance from Harvard University.

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He is based on Copenhagen, Denmark, but serves clients internationally across all timezones.

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Selected Publications

• Pricing Psychology - 6 behavioural steps to pricing design. 2017 (in Danish only)

• The Pricing Roadmap - How to Create B2B SaaS Pricing Models That Your Customers Will Love. 2024. A #1 Amazon bestseller across 7 categories - including 'Sales & Sales Management'.

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Ulrik can be found on LinkedIn here, on YouTube here and can be emailed here.

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