What happened to Price Intelligently? A Paddle/ProfitWell ownership timeline

If you run a subscription business on Stripe, there's a good chance you've bumped into both "Price Intelligently" and "ProfitWell Metrics" at some point, and an equally good chance you've conflated them. That's understandable: they shared an owner for two years. They don't anymore, and the split is recent enough that a lot of pricing-strategy content still online is out of date.

Here's the factual timeline, followed by what actually changed for anyone using either product today.

The timeline

• Price Intelligently was founded as a pricing-strategy consultancy, later joined by the ProfitWell brand as a free SaaS metrics product built by the same team.
• 2022: Paddle, the billing platform, acquired ProfitWell — Price Intelligently came along as part of that deal, and both operated under Paddle from that point.
• November 2024: Paddle divested Price Intelligently to SBI Growth, a go-to-market advisory firm. Per Paddle's own announcement, the reasoning was straightforward: Paddle is a fintech company, not a consulting firm, and Price Intelligently's strategic-advisory work fit better under an org built around that. The deal covered Price Intelligently's assets and personnel, with both companies committing to continuity for existing customers during the handover.
• Today: ProfitWell Metrics — the free MRR/churn/LTV dashboard — was not part of the divestment. It's still free, still integrates with Stripe, and still operates as a Paddle product.

What this actually means, concretely

If you have (or had) an engagement with Price Intelligently — pricing strategy consulting, their research/content library, or a pricing-page teardown — that relationship now sits with SBI Growth, not Paddle. If you're trying to reach them or evaluate them, look there.

If what you use is ProfitWell Metrics — the dashboard that reads your Stripe data and shows MRR, churn, and LTV for free — nothing changed. It's unaffected by the divestment and remains part of Paddle's product lineup.

The mix-up is common because both names show up in the same search results and the same older blog posts written before November 2024. If you're reading a piece that describes Price Intelligently as "part of Paddle," check its date — it's likely describing the 2022–2024 window, not the current setup.

The broader pattern worth noticing

This is also a small, concrete example of a risk that applies more broadly to any subscription business choosing analytics tooling: when your revenue-analytics product is a secondary line item inside a larger platform's portfolio — a billing company, a payments processor, a PE-backed roll-up — its scope, ownership, and even its existence can shift for reasons that have nothing to do with how well it serves you. ProfitWell Metrics itself is fine here; nothing in this post suggests otherwise. But Price Intelligently's move is a real, recent instance of exactly that kind of shift happening to a product bundled inside a bigger company's portfolio.

If you'd rather your MRR analytics come from a vendor whose entire product is MRR analytics for Stripe, that's the whole premise behind Gleam Revenue: it computes real MRR from Stripe Price data (not invoice totals), splits churn from contraction, and sends a daily digest — with no billing platform, consulting arm, or unrelated product line to reshuffle it into. See the full Gleam vs. ProfitWell Metrics comparison for a feature-by-feature breakdown, or start a free trial →