Daniela Leon Cornejo: Precision Pricing for Growth
By: Natalie Johnson
When companies attempt to improve commercial performance, pricing is often treated as a final step. Daniela Leon Cornejo has built her career proving that pricing must be the starting point. With more than 16 years of experience leading pricing and revenue strategies across the aeronautical, hospitality, and financial sectors, Leon Cornejo has become one of Latin America’s respected voices on monetization and value creation. Her work has influenced how major banks, insurers, airlines, hotels, and early-stage companies approach pricing as a strategic function rather than a narrow financial exercise.
“Pricing goes beyond numbers. One of the most interesting patterns I have seen throughout my career is that client perception of value rarely matches what a company assumes is valuable,” says Leon Cornejo.” When you think from the client’s perspective, you discover opportunities to price better and communicate value differently.” Today, she leads Value of Insights, the first global consultancy dedicated exclusively to pricing in financial services. The firm helps banks, insurers, and fintechs build strategic pricing capabilities and achieve measurable revenue uplift. Through this work, she advises organizations across Latin America seeking to strengthen revenue discipline, redesign pricing architecture, or build pricing as a long‑term competitive advantage.
Understanding Value Through the Customer Lens
Leon Cornejo’s approach emerged from years of observing how customers respond to pricing across industries. From airline demand curves to hotel rate management and financial product portfolios, she repeatedly found that companies overestimated how clearly their value proposition was understood. “Take fintechs. They use modular pricing, tiered structures, and pay-per-use models not just for monetization but to signal transparency and innovation. They reinforce their positioning through pricing at every touchpoint,” she says. This understanding of customer psychology has pushed her to advocate for multidisciplinary pricing governance, having seen that the most effective pricing decisions emerge when strategy, data, product teams, and commercial leaders share the same table. “When you align all these perspectives and keep the client at the center, the magic happens. Numbers alone cannot tell you that.”
Closing the Gap Between Marketing and Monetization
One of the most consistent pitfalls Leon Cornejo observes is the separation between marketing teams and pricing teams. Many organizations create value perception in one department and attempt to capture it in another, with limited coordination. “Pricing and marketing decisions are often made in silos,” she says. “Marketing creates value perception, and pricing ensures value capture. When those decisions are not made together, you have a missing link.”
Her proposed solution introduces value-based pricing to address the disconnect she sees within many organizations. More of a cultural shift than a methodology, it asks companies to listen more closely to their customers, grounding pricing decisions in what people genuinely value rather than internal cost structures or competitor benchmarks. SaaS businesses are beginning to master this, creating a more synchronized flow between insight and monetization. In these models, marketing defines personas and triggers, while pricing translates those inputs into the monetization logic that brings the strategy to life. “When pricing is based on consumer perceived value and marketing brings that value to life, you stop competing on price and start competing on meaning.”
Precision Pricing in B2B and B2C Contexts
In B2B, precision pricing emphasizes structure, discipline, and negotiation frameworks.“ You need clear guardrails and approval workflows to protect margins without killing agility,” she says. “Pricing should be part of value creation, not a concession.” For example, discounts should always be tied to commitments or additional value. She sees rapid change in the B2C context as brands lean more heavily on data and behavioral insight, with occasion-based pricing emerging as one of the transformations she finds most powerful. Rather than focusing on who the customer is, it focuses on when, how, and why they buy.
She is also a strong advocate for test-and-learn cultures, especially in large commercial teams. “You only know what your data knows. Testing willingness to pay, using AI to accelerate learning cycles, and building sensitivity models by moment of purchase can create a real competitive advantage.”
The Future: Ethical, Adaptive, and Story-Driven Pricing
The future of pricing will be shaped by AI, but not in the mechanistic way some fear. “I hope personalized pricing becomes the new norm by understanding what is genuinely relevant for clients,” she says, expecting a rise in transparent pricing models, especially in software and platforms. Customers want clarity and ethical behavior from brands, and pricing is one of the most effective ways to communicate that. Take companies that refund customers when they stop using a service. “It signals an unequivocal value stance. You pay only for what you use. Your pricing becomes part of your brand ethics.”
In that sense, pricing also carries storytelling power, with pricing structure enabling companies to express how they want to be perceived and what it stands for. “It explains your mission, your customer focus, and your intentions.” Her own definition of precision pricing captures this broader vision, aligning prices with perceived value, willingness to pay, and context across channels, segments, and moments. “It is a strategic amplifier of your brand promise and positioning. When you design pricing as part of your go-to-market strategy, you shape customer perceptions from day one.”
To follow more of Daniela Leon Cornejo’s insights, connect with her on social media on LinkedIn, Facebook, and Instagram, or visit her website.
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