Ann Padley is an internationally-recognized author, strategist, and designer.
Advisor to startups, scale-ups and Fortune 500’s alike on how to embed customer insight, human-centered design and behavioural science into commercial strategy.
Pricing strategy
As a senior partner at Untapped Pricing, she leads projects that transform commercial data, customer insight and behavioral design into powerful pricing strategies. Her work helps teams drive profitable growth by making confident commercial decisions — on price, market position, and customer value.
She is co-author of the book The Pricing Sprint, a practical guide for business leaders on setting prices that drive growth without compromising trust.
Innovation and design
As an independent consultant, Ann brings nearly 20 years of experience. Her work spans a range of industries from sportswear to software, funeral services to seismic technology, industrial ventilation to education. She has led consumer research for global brands, developed pricing strategies for scale-ups, and created awareness campaigns for local non-profits.
She is inspired by the Sprint Valley motto, “Leave work proud, arrive home happy,” reflecting her belief that better business outcomes come from putting both teams and customers first.
Ann has led more than 75 projects with distributed teams in 17 countries, solving a range of complex business challenges. She uses human-centred design and behavioural science to decode how people make decisions and what they value most, then works to design solutions that create better outcomes for both businesses and the people they exist to serve.
educational leadership
Ann is a founding member of the Centre for Innovation at the University of Bristol. She served as the director for a suite of Undergraduate programs bringing together students from 14 disciplines to study innovation and entrepreneurship; graduates start businesses at a rate 10× higher than the national average. Her work earned national recognition and team won multiple nation and international awards including best entrepreneurial higher education course in the UK and Europe, a Collaborative Award for Teaching Excellence (CATE) and the Vice Chancellor’s Award for Education.
She served as an external examiner for London Interdisciplinary School (LIS), supporting academic standards and accelerating teaching innovation at the first new university in fifty years to secure degree-awarding powers in the UK. She has also guest lectured on innovation and design with the Swansea University China Centre.
“From shaping value propositions to running research to setting commercial strategy, my aim is always the same: to build businesses that are good for people and good for growth.”
Coming in May 2026
A proven playbook for turning pricing into a engine for growth.
For many, businesses pricing is seen as guessing game. Despite being one of the strongest levers for growth, it’s often driven by instinct, opinions, and half-answered questions.
Do we discount or hold the line? What do customers truly value? How do we translate that value to price?
The Pricing Sprint makes sense of both the commercial logic and the human behaviours that shape pricing.
Our practical 12-step method gives teams a clear, evidence-led way to make confident, consistent pricing decisions that drive sustainable growth.
Trusted by startups, scale-ups and global brands
75+
Projects
Advisor to startups, scale-ups, and global brands
17+
Countries
Work delivered with teams across the US, UK, Europe
10+
Industries
Tech, healthcare, retail, education, nonprofit and more
1
Book
Co-author of The Pricing Sprint (Bloomsbury, May 2026)
Established Partnerships
Grow through smarter pricing.
Turn pricing into a strategic growth lever, Improve customer value and team confidence in commercial decision making.
Set strategy people believe in.
Unlock bold decisions, team buy-in and commercial impact with Behavioural Science.
Put people at the heart of decision making
Facilitating and training leaders to make people-first, evidence-led decisions that drive real impact.