ClearStake

ClearStake Case Study

43% Conversion Improvement: How Dynamic Pricing Engineering Unlocked £800K+ in Annual Revenue

43% Conversion Increase | £800K+ Revenue Unlocked | 8-Tier Pricing Model

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Client Background

ClearStake is a London-based fintech company founded in 2020, providing financial data solutions for the igaming sector. The company leverages Open Banking technology to streamline affordability checks and financial due diligence for gambling operators, helping them comply with increasingly stringent UK Gambling Commission regulations while retaining more players.

Backed by prominent industry investors including Flutter Entertainment, PointsBet, Stats Perform, and EML Payments, ClearStake developed a platform that reduces case decision time from hours to minutes by connecting directly to major UK banking institutions. This technology enables operators to conduct real-time financial risk assessments while maintaining player privacy and security.

In February 2024, ClearStake secured seven-figure seed funding to scale operations and expand their solution to additional regulated markets beyond the UK.

The Challenge

ClearStake faced a monetization problem common among early-stage B2B SaaS companies: a flat pricing structure that failed to capture value across different customer segments. Whether an operator processed 100 financial checks per month or 10,000, they paid roughly the same price.

This one-size-fits-all approach created two critical problems:

First, enterprise gambling operators with high volumes were getting exceptional value at prices designed for mid-market customers. ClearStake was leaving significant revenue on the table from clients who could easily afford 3x to 4x their current spend.

Second, smaller operators and emerging markets found the flat price prohibitively expensive for their volumes, leading to longer sales cycles and lost deals. The win rate for deals under £50K annually sat at just 23%, despite strong product-market fit in the mid-market segment.

The challenge extended beyond pricing strategy. ClearStake needed a system that could predict optimal pricing tiers based on multiple variables: operator size, transaction volume, regulatory environment, competitive positioning, and growth trajectory. Manual pricing decisions were inconsistent, time-consuming, and left money on the table.

The Solution: GTM + RevOps Engineering

Pyrashyut approached ClearStake’s challenge through GTM + RevOps Engineering principles, treating pricing optimization as a data engineering problem rather than a purely commercial decision.

The core insight: pricing is a function of value delivery, and value delivery can be quantified. Rather than guessing at price points or copying competitor models, we engineered a dynamic pricing system that calculated optimal tiers based on customer characteristics and predicted value realization.

This required building infrastructure that could:

1. Ingest customer data from CRM, product usage, and sales conversations

2. Apply predictive modeling to forecast customer lifetime value by segment

3. Generate pricing recommendations that maximized both conversion and revenue

4. Integrate seamlessly with ClearStake’s sales process and proposal generation

5. Learn and improve pricing accuracy over time

The approach combined technical implementation (data pipeline and modeling infrastructure) with commercial strategy (pricing psychology and competitive positioning) to create a system that served both revenue optimization and sales efficiency goals.

Implementation

The implementation focused on four critical components:

1. Customer Segmentation & Data Pipeline

We built a data pipeline that automatically enriched prospect and customer records with firmographic data, usage patterns, and behavioral signals. This created eight distinct customer segments based on operator size, geographic market, transaction volume, regulatory complexity, and growth velocity.

2. Predictive Pricing Model

Rather than static pricing tiers, we developed a model that predicted optimal pricing for each segment based on historical win rates, customer lifetime value, competitive intelligence, and willingness-to-pay signals gathered during the sales process. The model recommended pricing ranges with expected conversion probabilities for each tier.

3. Dynamic Proposal Generation

The pricing recommendations integrated directly into ClearStake’s sales workflow. When a rep qualified a prospect, the system automatically suggested the optimal pricing tier and generated a customized proposal. This eliminated pricing inconsistency and accelerated the sales cycle.

4. Learning Loop & Optimization

The system tracked actual conversion outcomes against predicted probabilities, continuously refining its recommendations. Win/loss data fed back into the model, improving accuracy over time. This transformed pricing from a static strategy into a dynamic, data-driven process.

Results

The impact was immediate and measurable:

Metric / Impact

Conversion Rate / +43% across all segments

Average Contract Value / +67% for enterprise segment

Win Rate (<£50K deals) / 23% → 41%

Annual Revenue Unlock / £800K+ in year one

Sales Cycle Length / -28% (faster proposals)

Pricing Consistency / Manual errors eliminated

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The system proved particularly effective in two areas. For enterprise customers, higher pricing tiers actually improved conversion by signaling premium positioning and comprehensive support. For smaller operators, lower entry-level pricing opened previously closed markets without cannibalizing mid-market deals.

Beyond immediate revenue impact, the dynamic pricing infrastructure positioned ClearStake to expand into new markets with confidence. As they entered additional regulated jurisdictions, the system automatically adapted pricing recommendations based on local competitive dynamics and regulatory requirements.

Client Testimonial

“Pyrashyut transformed our pricing from guesswork into a systematic revenue engine. The 43% conversion improvement speaks for itself, but the real value is having pricing that scales with our business.”

Martin Burt, CEO at ClearStake

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The Validation

In February 2024, ClearStake raised a seven-figure seed round led by prominent industry investors. The investment recognized ClearStake’s technology leadership in the financial compliance space and validated the company’s ability to scale across multiple regulated markets.

While multiple factors contributed to this funding success, the improved unit economics and predictable revenue growth enabled by dynamic pricing strengthened ClearStake’s financial metrics and demonstrated sustainable growth potential to investors.

What This Means for Your Business

The ClearStake case study illustrates a fundamental principle: pricing is infrastructure, not strategy.

Most B2B companies approach pricing as a business decision made once or twice per year during planning cycles. They pick tiers, set prices, and hope they’re not leaving too much money on the table or pricing themselves out of deals.

GTM + RevOps Engineering takes a different approach: build systems that optimize pricing dynamically based on customer characteristics and market conditions. This transforms pricing from a static guess into a data-driven process that improves with every deal.

The result isn’t just higher revenue. It’s consistent pricing decisions, faster sales cycles, improved win rates across segments, and the infrastructure to expand into new markets without reinventing your pricing strategy.

Ready to Engineer Your Pricing Infrastructure?

If you’re a B2B SaaS company, fintech startup, or growth-stage business struggling with:

• Flat pricing that fails to capture value across customer segments

• Inconsistent pricing decisions that confuse sales teams

• Lost deals because prospects find you too expensive or too cheap

• Expansion into new markets where pricing strategy is uncertain

• The need to optimize pricing without endless A/B testing

Then it’s time to apply GTM + RevOps Engineering principles to your monetization strategy.

Schedule a Strategy Session

Visit pyrashyut.com to learn how we can engineer your pricing infrastructure for growth.

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Pyrashyut | GTM + RevOps Engineering | pyrashyut.com

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