About Axia

Most pricing engagements produce the wrong thing. Not wrong analysis — wrong output. A 200-page deck your team can't implement. Recommendations built by analysts who've never shipped a pricing decision. A partner who appears for the final presentation and disappears before the hard questions start.

The strategy looks right on paper. Nothing changes in the product.

Axia is built differently. One senior practitioner working directly with you — someone who has made pricing decisions inside scaling companies and knows the difference between what's analytically interesting and what actually moves the number. The recommendations are rigorous. They're also scoped to what your team can execute, sequenced in the order that matters, and delivered without the overhead.

Why Axia?

Axia is the Greek word for value. It's the right name for this practice because value is the foundation every pricing decision has to be built on — what your product is worth, to whom, relative to what alternatives exist. Get that wrong and no pricing model fixes it. Get it right and everything else follows.

About David

David Caughman has spent 13 years focused on pricing and monetization strategy, with a specialization in B2B SaaS and AI companies. He trained at Simon-Kucher & Partners, the world's leading pricing consultancy, before joining Stripe as an early monetization hire and later leading pricing work at Docker. He founded Axia in 2020.

Across more than 50 engagements, he has advised seed-stage founders, growth-stage operators, and portfolio companies backed by a16z, BVP, and YC.