Most companies get pricing completely backwards. They build something amazing, figure out what it costs, add some margin, and call it a day. But what happens when you flip that script and make pricing your secret weapon instead? Daniela Leon Cornejo has spent 16 years proving that smart pricing beats smart products almost every time. As CEO of Value of Insights, she’s turned pricing from an afterthought into a growth machine.
Understanding Why Companies Misprice Products
Here’s the truth about pricing that most businesses don’t like to admit: they’re flying blind. Too often, companies copy competitors, lean on gut instinct, or simply pick numbers that feel right. Leon has seen it play out across banking, airlines, and hospitality for years. “Imagine if your pricing strategy was as innovative as your product,” she asks. “What if instead of being a margin afterthought, it became your biggest growth engine?” It’s a simple question that makes many executives uncomfortable because they know their pricing strategy is practically nonexistent. The issue isn’t just about setting the wrong numbers. “Too many organizations still treat pricing as an afterthought or a purely operational detail,” Leon explains. “But when done right, it becomes a strategic growth lever.”
The contrast is striking: companies spend millions developing products, yet invest almost nothing in figuring out how to price them. Then they are surprised when growth stalls or margins collapse the moment competitors enter the market. Talk is cheap, but results are not. During her time reshaping pricing strategy at Banco de Credito, Leon watched the numbers tell a story that no one could ignore. “We reshaped how we price value, resulting in a 32 percent revenue increase and record-breaking profits even in turbulent markets,” she recalls. That is no small feat in banking, where pricing changes can easily backfire. Customers notice every fee increase, regulators scrutinize every move, and competitors leap on any weakness. Yet her team managed to unlock significant growth by completely rethinking their approach. “That is the power of strategic pricing,” Leon notes. The right strategy works even when everything else feels like it is falling apart.
Leveraging AI for Pricing Innovation
Everyone is talking about AI these days, but most companies misuse it when it comes to pricing. Value of Insights takes a different path that actually delivers results. “We’re helping companies shift from reactive to proactive pricing, leveraging AI and behavioral analytics to tailor offers in real time,” Leon explains. The key word is proactive. It is not about throwing technology at old problems, but about rethinking how decisions are made. That message has resonated at major industry events like FICOworld and Fintech Americas. “This isn’t theory. It’s already driving results,” she emphasizes. What separates true transformation from consulting theater is clear in her mind. “Technology alone doesn’t drive transformation. Capability does.” Most companies invest heavily in software and then wonder why nothing changes. The issue is not the tools themselves, but the lack of organizational capability to put them to work.
Building Teams That Sustain Pricing Success
Consultants often swoop in, fix everything, and disappear. Leon refuses to play that game because she has seen how quickly things fall apart afterward. Her team focuses on something more difficult: building internal capabilities that last. “We don’t just design pricing strategies. We partner with teams to build the internal muscle they need to own and evolve them,” she explains. The approach takes longer, but it creates lasting change instead of temporary fixes. The bigger goal is to shift how people think about their entire business. “Through Value of Insights, we’re equipping leaders to think and act as revenue architects,” Leon says. When executives adopt this mindset, they make different decisions about everything from product features to market entry. Pricing becomes part of the strategic conversation instead of something finance handles after the fact.
Most businesses still see pricing as math, but Leon sees something very different. “Pricing is no longer just a number, it’s your narrative,” she explains. The price you charge tells customers, investors, and competitors exactly how you see your own value. Get it wrong and you are telling the wrong story about your business. The opportunity is clear for companies willing to think differently. “If you’re ready to unlock the full value of your business through smarter pricing, let’s talk,” Leon offers. Her confidence comes from watching companies transform their entire trajectory by fixing this one thing. “The future of growth is strategic and it starts with how you price,” she concludes. Most companies will keep doing what they have always done. The smart ones will realize that pricing might be their biggest untapped advantage.
Connect with Daniela Leon Cornejo on LinkedIn to explore smarter pricing strategies.
