Founder Northlane | SaaS Advisor

Pricing drives everything, yet few truly own it.

At Northlane, we help founders, operators, and investors turn pricing from a blind spot into a growth system.

We align teams around value, design monetization that scales, and build conviction to own pricing decisions with confidence.

Our work spans across Europe and the US, partnering with ambitious tech companies backed by leading investors to accelerate growth and pricing maturity.

Pricing. Built. Together.

Looking back at the last three years of Northlane, what stands out is how natural it all feels.

What I value most is how the distinction between work and life has blurred. Not because of pressure or intensity, but because I’m building something that genuinely feels like an extension of who I am. For many, that blend is something to avoid. For me, it created freedom: freedom in where we work from, who we work with, and how we choose to spend our time.

Northlane started just as AI was becoming accessible to a much wider audience. It was clear early on that this would reshape how services are built and delivered. Being close to that shift, and designing new ways of working that create more impact in less time, has been a constant source of energy.

From the first conversations with VCs and founders, there was momentum. A flywheel rooted in shared curiosity, fast learning, and building together. Three years on, that flywheel is spinning faster than ever, as is our own pace of learning.

I don’t know exactly where we’ll land in a few years. But I’m convinced the consulting model itself will change in a meaningful way. And it’s exciting to be building with people who saw the train leaving and decided to get on.

Saagar Mehta - Bertrand Jeanpierre - Sophia Oulton - Robbert Korthals - Reinout Mensing - James Wood - George Martyn - Edward F.

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Founder at Northlane | Pricing. Built. Together.

Very excited to have James Wood joining us at Northlane! 💯 

James brings deep, hands-on experience in pricing, from leading monetization at Twilio Segment, to working closely with growth-stage teams at Insight Partners, to building usage and billing infrastructure at m3ter. Few people have seen pricing from this many angles, and even fewer know how to turn it into real execution.

What excites me most is the alignment. We see pricing as a core capability, not a one-off exercise, and as a compounding growth lever when done right. Practical, adaptable, and built for how modern software and AI companies actually operate.

James joining is an important step as we continue building Northlane and expand further in the US.

PS. We’ll be in San Francisco together the week of February 2. Let us know if you’re around and want to exchange notes on pricing strategy.

I’ll be in San Francisco from February 1 to 7, together with James Wood, as we continue expanding Northlane’s footprint in the US.

During the week:
 – Guest lecturing on Pricing Strategy in Jeff Immelt’s training class (former Chairman & CEO of GE)
 – Hosting a Lunch & Learn with New Enterprise Associates (NEA) and their portfolio companies
 – Organizing a Northlane Pricing Happy Hour on February 5 (more details soon)

I’ll also use the trip to catch up with founders and investors. DM me if you’re around, would like to connect while I’m in the city.

#SanFrancisco #SaaS #AI #Pricing #Growth

Johan van der Poel

Great feedback from A2MAC1 - Decode the future on what actually made the difference.

What made the difference wasn’t just speed, but how we work at Northlane: experienced people owning the problem end-to-end, turning insight directly into decisions, and staying close to what matters.

That’s what allows us to move from concept to real results in weeks, not months.

More on how we’re rethinking the consulting operating model soon.

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