Retool has introduced a new pricing model that is more cost-effective for most customers by differentiating between standard users, who build apps, and end users, who only view or use the apps. The company has added an annual billing option for its Team and Business plans, offering a 20% discount, and launched a self-hosted Business plan that includes advanced security features without needing sales interaction. While most SaaS companies are raising prices, Retool aims to lower theirs to promote word-of-mouth growth and deliver exceptional value, as evidenced by customer success stories from companies like Ramp and Plaid. The changes address feedback that pricing was sometimes a barrier to wider adoption, encouraging organizations to adopt customizable software solutions for internal operations. Retool is focused on transforming software development by making custom operational software accessible to all companies, highlighting the inefficiencies in current software development practices and aiming to capture a significant market opportunity where developers spend a substantial portion of their time on internal tools. Existing customers can transition to the new pricing plans, which are likely cheaper, and Retool continues to seek feedback to enhance its offerings.