The Real Reason Female Founders Undercharge (And How to Fix It)

If you’ve ever felt nervous raising your prices, you’re not alone.
Most female founders I work with undercharge — not because their work isn’t valuable, but because of habit, fear, conditioning, or lack of clarity.

1. Pricing from emotion instead of data

Your pricing should reflect:

• your cost to deliver

• your ideal capacity

• your desired profit margin

• your energy and expertise

Not fear.

2. Feeling responsible for other people’s finances

Women often absorb their clients’ money stories.
This is where boundaries matter.

3. Not understanding your true delivery costs

Time leaks, revisions, emotional labour — these count.

4. Believing higher pricing = fewer clients

Wrong.
Aligned pricing attracts aligned clients.

5. Lack of clarity about your positioning

When you’re not clear on your value, your price will always feel unstable.

How to fix it:

Here’s your starting point:

• Map your actual delivery time

• Calculate your real cost per client

• Audit your offers

• Review your margins

• Adjust pricing every 6–12 months

• Get external clarity (you can’t audit yourself)

Want help with this?

This is exactly what we uncover inside the Business Performance Audit — a deep-dive into your numbers, pricing, offers, and strategy so you can confidently charge what your work is truly worth.