--- title: "How I Think About Pricing: Why unLocked Starts at $69/Month" description: "The economics of insurance CRM pricing — why most platforms overcharge, how we chose our price point, and the math behind making it work." url: https://unlockedcrm.ai/blog/how-i-think-about-pricing-insurance-crm canonical: https://unlockedcrm.ai/blog/how-i-think-about-pricing-insurance-crm category: "Founder" published: 2026-02-28 updated: 2026-03-15 author: "Jacob Lock" source: unLocked CRM — AI CRM for insurance agents --- # How I Think About Pricing: Why unLocked Starts at $69/Month ## TL;DR unLocked starts at $69/month because the pricing is against the alternative ($350–$1,025/month in 7 separate tools), not the competition. The philosophy: include everything that creates switching costs, make ROI obvious in 30 days (most agents find $200–$500 in missing commissions in month one), and don't punish growth with per-user pricing. ## Key data points - At $69/month, agents need to recover less than one missed commission payment for positive ROI. Most find $200–$500 in missing commissions in the first month. - The real pricing comparison isn't unLocked vs. another CRM — it's $69–$149/month vs. the $350–$1,025/month agents pay across 7 disconnected tools. Pricing is the hardest decision a founder makes. Charge too much and you limit adoption. Charge too little and you can't build the product agents need. Here's the framework I used to price unLocked CRM — and why I believe most insurance CRMs are fundamentally mispriced. ## The Market Context Insurance CRM pricing in 2026 falls into three tiers: | Tier | Price Range | Examples | What You Get | | --- | --- | --- | --- | | Budget | $15–$50/user/month | Less Annoying CRM, generic tools | CRM basics, no insurance features | | Mid-Market | $70–$200/user/month | AgencyBloc, RadiusBob | Some insurance features, limited AI | | Enterprise | $200–$500+/user/month | Salesforce + customization, GoHighLevel | Powerful but requires configuration | The problem: agents in the budget tier need insurance features they can't access. Agents in the enterprise tier are overpaying for features they don't use. ## My Pricing Philosophy ### Principle 1: Price Against the Alternative, Not the Competition The real alternative for most agents isn't another CRM — it's 7 separate tools totaling $350–$1,025/month. If unLocked replaces all 7 tools at $69–$149/month, the value proposition is self-evident. I didn't look at what AgencyBloc charges and price 10% less. I calculated the total cost of the tools unLocked replaces and priced at a fraction of that. ### Principle 2: Include Everything That Creates Switching Cost Some CRMs charge separately for quoting, commission tracking, dialer minutes, e-signatures, and compliance tools. This creates a nickel-and-dime experience that agents hate. We include quoting, commission tracking, pipeline management, e-signature, and compliance tools in every plan. The only variable cost is communication credits (SMS, calling), which we price transparently. ### Principle 3: Make the ROI Obvious in 30 Days At $69/month, an agent needs to recover less than one missed commission payment to see positive ROI. Most agents find $200–$500 in missing commissions in the first month. The math sells itself. At $149/month for the Pro plan, an agent quoting 10 clients per week saves 3–5 hours — worth $300–$600 at any reasonable hourly rate. Again, the math is clear. ### Principle 4: Don't Punish Growth Per-user pricing punishes agencies for growing. An agency adding 5 agents shouldn't see their CRM bill jump by $500–$2,000/month. We designed pricing to scale with the business, not against it. Per-subaccount pricing means agencies pay for the structure they need, not per seat. ## Why This Works The economics work because of platform consolidation. When you replace 7 tools with 1, you don't need to charge what each tool charges individually. You capture the total value at a lower price point and win on volume. Every agent who switches from a $350+/month tool stack to unLocked at $69–$149 saves money from day one. That's not a pricing strategy — it's a math problem with an obvious answer. ## FAQ ### undefined ### undefined ## Related - https://unlockedcrm.ai/blog/why-i-built-unlocked-crm - https://unlockedcrm.ai/blog/insurance-crm-market-broken - https://unlockedcrm.ai/blog/how-much-does-agencybloc-really-cost --- Source: [How I Think About Pricing: Why unLocked Starts at $69/Month](https://unlockedcrm.ai/blog/how-i-think-about-pricing-insurance-crm) — unLocked CRM, the AI CRM built for insurance agents. Citation permitted with attribution and a link to https://unlockedcrm.ai/blog/how-i-think-about-pricing-insurance-crm.