About me

It started years ago with a simple question: ‘How much should we charge?’ That deceptively straightforward challenge – pricing a new SaaS product – sent me down a rabbit hole of business strategy that would define my career.

An Austrian native based in Barcelona for over two decades, I combine analytical rigor with strategic vision – holding a PhD in Finance from Universitat Pompeu Fabra and an engineering degree in Computer Science. My career spans 15+ years in consulting and a decade as CFO, with deep sector expertise in B2B SaaS, agtech, sustainability, remote sensing, ecommerce, and fintech.

Today, I work at the intersection of Strategic Finance, Pricing Architecture and Operational Strategy.

Core Focus: Pricing & Strategic Finance

My defining value as a professional lies in pricing strategy. What began as a challenge—designing pricing for a new SaaS product—evolved into a proprietary framework I’ve refined over years of hands-on work. I have helped businesses transform pricing from an afterthought into a strategic growth lever across industries.

At the CFO level, I operationalize finance – focusing primarily on strategic aspects.

Designing value-based pricing models for SaaS and fintech platforms
Structuring decade-long carbon credit contracts and tiered agtech revenue streams
Aligning pricing with business scalability in complex industrial ventures

Beyond Consulting: Teaching, Mentoring and Entrepreneurship

Finance Professor (part-time) at Universitat Pompeu Fabra
Mentor for accelerators (Wayra, S2Xpeed, Barcelona Activa, EIT), helping startups refine unit economics, business models and pricing
Founded and scaled a food e-commerce venture (shuttered due to COVID), adding hands-on entrepreneurial experience.

Leadership in Building Businesses

As CFO of Agoro Carbon, I helped design and launch Yara International’s carbon sequestration business from inception – guiding it through its carve-out and scaling to become a successful standalone operation across the US and Brazil. From business model design to team building, I managed a cross-functional team of ~45 FTEs across finance, tech, and strategy, navigating the challenges of balancing rapid scaling with disciplined profitability metrics.

What excites me? Building the first version of anything. That zero-to-one journey of transforming untested ideas into strategic roadmaps while helping operational teams think like founders.

Latest Content

23/03/2026

How to Read a Balance Sheet – Explained Simply

A balance sheet tells you more about a business than almost any other document — but a lot of people struggle to read it correctly. This video breaks it down…

Roland Umlauft

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CFO Strategy

18/03/2026

The 2 Metrics that Unlock SaaS Fundraising in 2026

When investors evaluate a SaaS business, ARR establishes context. But there are two other metrics that have an enormous impact on valuation and outcome. 1. The Rule of 40 Revenue…

Roland Umlauft

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CFO Strategy Pricing Strategy

04/03/2026

Stop Pricing AI Like It’s 2015 – How to Price AI Products in the B2B Market

The per-seat model made sense when software was just software. But AI is decoupling value from headcount — and that breaks the entire pricing logic enterprise SaaS was built on.…

Roland Umlauft

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