Customer Story - Consumption Pricing

Dwolla Implements Consumption-Based Pricing Across Its Entire Product Portfolio with Continuous

Dwolla, Inc., a leading payment services provider, enables businesses to digitally transform their payments through a single solution. As a result, businesses can optimize and streamline financial operations by harnessing the power of its seamless payment API integration. Which also enhances transaction processing efficiency. This, in turn, leads to significant cost savings. Specifically, these savings are realized when compared to conventional payment methods, such as paper checks and credit cards.

Opportunity

Flexible pricing

As Dwolla expanded and evolved, Dwolla decided to shift to consumption-based pricing. This change aligned with its business objectives and benefited its customers. To this end, Dwolla’s new consumption-based pricing aimed to incentivize clients and partners to increase their product usage and support scalable financial operations at Dwolla.

  • With the expansion of both Dwolla’s client base and product offerings, Dwolla embarked on refining its approach to tracking usage recognizing the evolving needs of its users. Therefore, they adapted their tracking methods.
  • Producing a monthly usage report required three full-time employees manually combining spreadsheets.
  • Additionally, Dwolla sought a more fluid way to illustrate the benefits of new features and easily incorporate them into client offerings.

As our product offering and features expanded, we saw an opportunity to price it in a way that promotes usage, adoption, and internal efficiency.

Dave Glaser

Chief Executive Officer, Dwolla, Inc.

Challenge

Usage rating

One option was to develop custom code to work around this issue. However, the implementation consultant wasn’t sure if this was feasible. Even then, costly maintenance would be required over time.

  • Dwolla began implementing Quote-to-Cash with Salesforce CPQ and Salesforce Billing to update its monetization systems and processes.
  • While Salesforce solved most use cases, it lacked the capability to aggregate usage data across Dwolla’s multiple product lines. As a result, Dwolla lacked the ability to utilize data-driven pricing opportunities, which would enable it to better tailor pricing structures to customer needs.

Continuous is clearly an expert in consumption monetization. After choosing to go with Continuous, Dwolla was up and running in less than 5 weeks — including Thanksgiving week!

Joe Fara

Director Technical Operations, Dwolla

Solution

Continuous

Dwolla chose Continuous, who is a Salesforce partner, because:

  • Continuous is built from the ground up to complement Salesforce’s Sales Cloud, Service Cloud and Revenue Cloud.
  • Continuous works hand in glove with Salesforce CPQ, Billing and Revenue Lifecycle Management.
  • Continuous works natively with the Salesforce platform and supports a variety of usage pricing use cases out of the box. In addition, there is no need for custom scripting.

Continuous enabled us to bring our pricing strategy to life within our existing Salesforce tool-set. Above and beyond a successful and time efficient technical implementation by the Continuous team; bringing a lot of business acumen and industry best practices.

Parvathy Gopakumar

Senior Salesforce Administrator, Dwolla, Inc.

Learn how Continuous can get you to the next stage.