Pricing Migration Template for Product Strategy

Minimum 30 days for monthly customers, 90 days for annual customers. Many companies provide 60-90 days for all segments. Longer notice periods reduce the perception of being rushed and give customers time to budget for the change. Include the exact date of the change in every communication.

No. Indefinite grandfathering creates a permanent split in your customer base that is expensive to maintain (legacy billing, legacy features, legacy support). Grandfather for a defined period (6-12 months is standard) and then migrate everyone. The exception is customers on multi-year contracts, who should be honored through the contract term.

Three principles: (1) Lead with the value they are receiving, not the price they are paying. Show what is new, better, or expanded. (2) Be transparent about why the price is changing. Customers respect honesty. (3) Give them options. A plan downgrade, an annual commitment discount, or a migration incentive gives customers agency and reduces the feeling of being forced. The [Product-Led Growth Handbook](/plg-guide) covers how to build pricing pages that communicate value effectively.

For a well-executed migration with reasonable price increases (<30%), expect 3-8% incremental churn over the migration period. For larger increases (30-50%+), expect 8-15%. If your increase exceeds 50% for any segment, you should offer a new lower tier or a grandfathering period of at least 6 months. Any churn above 20% signals a pricing or communication problem. ---