Leading on impactful pricing for growth

Pragmatic recommendations that give real results for today’s businesses

Profile

We are a future-facing consultancy with a history in delivering impact for our clients.

Our people

Founded by a former Senior Partner from Simon Kucher & Partners, we are focused on pragmatic, actionable and impactful recommendations.

Our DNA

We are pricing strategists. Value-based pricing is in our name. Dynamic pricing is in our heads. Pragmatic and actionable recommendations are in our hearts.

Our clients

We work with start-ups, unicorns, FTSE 100, and privately invested portfolio companies of private equity houses and VC funds.

Our results

A typical revenue uplift ranges from 3% to 22% depending on pricing maturity. Results can be demonstrated as quickly as three months after implementation.

Dimitris on Get Paid

On Get Paid with Manny Medina, Dimitris explains why usage pricing often incentivises the wrong behaviour, why per-minute pricing is fundamentally broken for voice agents, and why outcome pricing is the right north star but way harder than people admit.

Headshot of Dimitris Hiotis 
Founder

Dimitris Hiotis

Dimitris is the founder and CEO of Monetize Value, bringing 25 years of experience in monetization strategy to help businesses unlock commercial growth.

Before founding Monetize Value, Dimitris spent 15 years as a Senior Partner at Simon Kucher & Partners, leading the global Leisure, Travel and Hospitality Practice and serving on the firm’s Board. Earlier, he pioneered TUI UK’s first revenue management system for tour operating.

He specialises in go-to-market strategy, pricing architecture, and new commercial models, with deep expertise in two-sided markets and real-time pricing systems. He’s advised more than 150 clients – from FTSE 100s to unicorns –across the US, Europe, the Middle East and Asia, including pricing due diligence for PE firms like KKR, Advent International and TPG, a new monetization model for the world’s largest vacation rental marketplace, and a loyalty model for the world’s leading private transfer provider.

Dimitris holds a BSc in Management Science and an MSc in Decision Sciences (Distinction) from LSE.