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A new approach to pricing strategy for

innovation

Pricing sits at center of every business. It shapes market perception while directly impacting financial performance through margins, cash flow, and profitability.

Good pricing isn’t just about picking a number. It’s about understanding both brand positioning and customer segments alongside unit economics and cost structures. Effective pricing aligns market strategy with financial sustainability.

Roland Umlauft, financial economist, CFO and thought leader on digital pricing strategy

I hold a Ph.D. in financial economics from Universitat Pompeu Fabra and an engineering degree in computer science. I am working as independent strategy consultant and CFO with startups and corporates in the innovation space.

Learn more about me
15
years of strategy consulting & teaching
200
executive leadership trainings
10
years as CFO

Competencies

Throughout my career, I have developed across the three complementary key areas that I am offering as services to my clients.

Explore my competencies

Pricing & Business Strategy

Expert consulting in pricing strategy and business model design to optimize profitability, drive growth, and unlock competitive advantage.

CFO

Strategic CFO services focused on smarter financial decisions, driving growth, and building stronger businesses—clear, actionable, and results-driven.

Executive Training & Mentoring

Specialized executive training and mentoring in advanced business strategy, specifically around business model innovation and pricing strategy challenges, designed to equip leaders with the tools to navigate complex decision-making challenges.

What my clients say

Anastasia PavlovicCEO Eion / Former COO Agoro Carbon

Roland helped us to understand the granularity in unit economics and simultaneously has shown us how small changes will play out long-term. In the early days of Agoro, he was essential to our understanding of how we do what we do and how to move towards profitability.

Xavi SilvaCEO Hemav

As CFO, Roland brought strategic vision to our leadership team, successfully guiding our Series A fundraising and pivoting our business toward a scalable, profitable model for the long term.

Quim ZuranoCEO Paymefy

Roland transformed our approach to pricing strategy by showing us that price isn't just a number—it's how customers perceive our value and their problems. His insights helped us restructure our product and align our pricing with our true value proposition.

Oriol PascualCEO S2Xpeed

Roland's practical, experience-driven approach has significantly benefited the science and engineering startups in our portfolio. His hands-on contributions during group and individual support sessions and pricing strategy workshops have been invaluable to our program.

Candace SafferyCEO Bia Power

Roland built our first financial model and helped us figure out our pricing strategy when we first launched in 2019. Since then, we have relied on his strategic vision on growth, finance and funding over time. He recently helped us to swiftly restructure our corporate group to a more efficient setup.

Elliot FormalCEO Agoro Carbon

Roland was great addition to our leadership team - he was personable, very strategic, with creative solutions and could be counted upon to deliver. As CFO he built up our finance team and oversaw our pricing strategy.

Gianluca MauroCEO Epiphany

We initially hired Roland to build a financial model for fundraising, but he delivered far more. His guidance proved instrumental in market segmentation and developing a pricing strategy that's now yielding significant returns. He gave us the clarity we had struggled to find for months.

Alex RomeraCOO Parallel Solutions

Roland sat with our team to align pricing, market, and product until everything clicked. He then mapped out a flexible financial roadmap that scales with our growth.

Every business is unique, but they all run on the same basics.

After years of guiding innovation projects, I’ve noticed that success often comes down to a few key principles. On this page and my YouTube channel, I break down what works (and what doesn’t), along with the practical tools I use to solve real business challenges.

Latest Content

Business Model DesignPricing Innovation: How to design a Pricing Strategy from Scratch
02/06/2025

Pricing Innovation: How to design a Pricing Strategy from Scratch

In Chapter 3 of our Business Model Innovation series, we tackle one of the most critical—and often neglected—pillars: Value Capture. Even the most groundbreaking innovations fail if they can’t translate…
Business Model DesignHow to Quantify Value Propositions – A CFO Point of View
30/03/2025

How to Quantify Value Propositions – A CFO Point of View

In the second chapter of my Business Model Innovation series, we tackle the most common mistake tech companies make: leading with features instead of quantifiable outcomes and not understanding how…
Business Model DesignHow to Design a Scalable Business Model: A CFO’s Blueprint
24/03/2025

How to Design a Scalable Business Model: A CFO’s Blueprint

Every innovative product needs an equally innovative business model behind it. Yet too many tech founders and executives focus solely on features while neglecting the underlying economic engine that determines…