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

by | Mar 7, 2024


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

“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.

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

“Not being able to rate based on pooled usage became a showstopper for our implementation. We had to pause and really solve this use case.”

Joe Fara 

Director of Technical Operations, 

Dwolla, Inc.

  • 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, and without  that data, Dwolla lacked the ability to utilize data-driven pricing opportunities, which would enable it to better tailor pricing structures to customer needs.

One option was to develop custom code to work around this issue, but the implementation consultant wasn’t sure if this was feasible, and even if it was, it would require costly maintenance over time.

“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.


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, without the need for custom scripting. 

“Fortunately we met Continuous who was 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 of Technical Operations, 

Dwolla, Inc.


The implementation required no custom code, and was achieved entirely by configuring Continuous to meet Dwolla’s needs.  

Since Dwolla’s rapid implementation of Continuous:

  • Dwolla has been able to automate all of the consumption collection and rating, eliminating  the need for spreadsheets.
  • Its team has a clearer view of their product adoption, and which of its customers are power users.
  • It is able to support its new customers with the pricing model that best fits their needs.