Billing confusion put $5M ARR at risk and created 400+ support tickets a month.
Through partner research, I discovered unpredictability was driving churn and blocking adoption.I led the design of a centralized billing hub that simplified invoices, made costs predictable, and created clear upsell pathways.
This project wasn’t about making invoices prettier. It was about shifting the role of billing from revenue risk to revenue growth.
ARR
Drop in tickets
Upsell
Finance flagged $5M ARR at risk. Partners didn’t trust their bills, and Support was drowning under 400+ billing tickets per month.
Billing wasn’t just a back-office problem — it created an anxiety tax across the organization:
Property Managers: “I don’t know what I’m paying for.”
Sales: Negotiations collapsed under billing escalations.
Finance: Forecasting was unreliable.
My north star was simple: kill complexity, build trust, and protect revenue.
Product Strategy, Vision, Research, IXD, Visual Design
1 month
1 PM, 1 Engs, 1 PD
Confusing pricing model → ~$5M at churn risk.
Overspend & mismanagement → Partners avoided premium features out of fear.
Support overhead → 400+ tickets/month, draining resources.
I dug into both the numbers and the people. Through conversations with 10 key partners, a clear theme emerged: unpredictability.
The real problem wasn’t billing itself – it was trust.
I led the design of a centralized billing hub as a single place where partners could manage payments and see their spend with confidence.
This shifted billing from being a cost center into being a strategic revenue unlock.
Itemized breakdowns that reduced confusion was a clear winner from an experiment.
Eng flagged an invoice system is a huge lift. For speed, we purchased a product to protect revenue.
Banner on the homepage surfaced billing info before partners even clicked.
Partners to easily add properties to premium plans, even outside the embedded product experience.
Embedding the workflow was flagged by engineering as too complex, so I designed a table-based alternative where partners could directly pay for first-place search placement to ensure a path for revenue growth and partner control.
Property managers now say, ‘It finally feels fair. No more hunting for what I just paid for.’
Executive leadership noticed higher adoption of subscription add-ons and premium apartment features because partners now understand and trust the billing system.
