Author Speakers
Jenny Millar & Ann Padley
Behavioural pricing experts, leaders of Untapped Pricing and authors of The Pricing Sprint
At a Glance
Global experts in pricing as a lever for growth
Bridging the worlds of pricing and human-centred design, Jenny Millar and Ann Padley have become leading voices in how organisations use pricing to drive sustainable growth, advising industry leaders across sectors.
Creators of The Pricing Sprint™
A practical, step-by-step method that gives teams a clear and repeatable way to design, test, and optimise pricing. It brings together commercial insight, behavioural science, and human-centred design to turn pricing from a reactive task into a confident driver of growth.
Founder and Senior Partner of an award-winning pricing consultancy
Untapped Pricing reflects Jenny and Ann’s belief that pricing, when approached with evidence, empathy and thoughtful experimentation, is not simply a lever to increase revenue but a way to build stronger, profitable businesses that empower teams and earn customer trust.
Authors of The Pricing Sprint: 12 Steps to Unlock the Power of Pricing
More than a book on pricing – it’s a masterclass in the commercial logic and human behaviours that shape pricing, giving teams a way to make confident, consistent pricing decisions that drive sustainable growth.
Unlocking the power of pricing
Pricing sits at the uncomfortable intersection of money, value and human behaviour. It feels technical when it’s anything but. Despite being one of the fastest ways to change the trajectory of a business, pricing is often sidelined, overlooked, or driven by guesswork. Companies are leaving millions on the table. Not because their product is wrong or their costs are too high, but because they’ve misjudged something far more complex: what people value.
Jenny Millar – CEO of Untapped Pricing, former eBay executive & LSE lecturer
Jenny Millar is a pricing expert and the Founder and CEO of Untapped Pricing, a leading consultancy trusted by leadership teams and investors worldwide to sharpen positioning, unlock profit, and accelerate growth through pricing.
A former eBay executive, Jenny was responsible for pricing transformations across eleven European markets and running ambitious experimentation programmes for its multi-billion-dollar verticals.
Jenny teaches at the London School of Economics and Warwick Business School and is a leading voice blending behavioural science and commercial strategy.
Untapped Pricing – leading global pricing consultancy advising Fortune 500 companies
Untapped Pricing is a leading consultancy trusted by leadership teams and investors worldwide to sharpen positioning, unlock profit and accelerate growth through pricing. It was founded to help businesses around the world redesign commercial strategies that create better outcomes for people and the bottom line. Because when pricing strategies are customer-focused, market-aligned, and built for growth, it can create momentum in ways few other business levers can.
Ann Padley – Senior Partner at Untapped Pricing and Senior Lecturer at the University of Bristol
Ann Padley is a Senior Partner at Untapped Pricing. A strategist and educator with deep expertise in human-centred design, she advises organisations from startups to Fortune 500’s on how to embed customer insight and behavioural science into pricing strategy.
As a leader in design and innovation education for nearly a decade, she was a founding member of the University of Bristol’s Centre for Innovation — from which graduates are 10 times more likely to start businesses than the national average — earning multiple national educational innovation awards. Ann remains an Honorary Senior Lecturer at the University of Bristol, is a Fellow of the Higher Education Academy (FHEA), and has an MBA in Service Innovation and Design from Laurea University of Applied Sciences.
Authors of The Pricing Sprint
Have you ever felt that your business is leaving money on the table? Discounting under pressure, reluctantly raising prices, or struggling to articulate your value? These challenges are not just common; they’re identifiable, measurable, and solvable.
Publishing on 28th May 2026, The Pricing Sprint: 12 Steps to Unlock the Power of Pricing transforms pricing from a daunting number-crunching exercise into a collaborative and evidence-driven process that empowers teams with the tools to achieve exceptional business results with confidence.
Packed with practical tools, actionable insights, and case studies, The Pricing Sprint guides leaders through the steps to consider customer needs, tap into the psychology of purchase decisions, and explore business data in new ways.
Rooted in practical, real-world application, this book champions price experiments, customer interviews, and tangible data over guesswork, distilling years of hands-on work with real clients, so others don’t have to start from scratch.
Available for speaking events and media comment:
Jenny and Ann are experienced and engaging speakers who is available for Jenny and Ann are available for keynotes, interviews and expert commentary on topics including:
How to tap into the psychology of purchase decisions
Going Up: How to communicate price increases with your customers
Rethinking Freemium: How SaaS can get their pricing strategies right
How AI could change your pricing strategy
The pricing sprint: A four-step playbook for rapid revenue growth
Black Friday: Is slashing prices really a good idea?
Are you leaving money on the table? How to spot untapped pricing opportunities and grow sales
What story does your pricing tell about your brand?
From guesswork to confidence: How leaders can price with conviction
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