AURA's pricing page uses a three-tier structure designed to anchor value and drive Enterprise conversations. The logic behind the structure matters as much as the design.

The three tiers and their jobs

Scale ($149/mo) is the entry paid tier. Its job is to qualify self-serve buyers and anchor the table — making Enterprise feel like a reasonable next step rather than a leap. Enterprise is the mid tier. It should always show a higher price than Scale, either a specific number or "Contact Sales." Custom is the top tier for large organisations requiring bespoke contracts. It should always show "Contact Sales" — never a number.

The highlighted card

The center card has a gold border highlight. This draws the eye to the recommended plan. Position your best-value option here — typically Enterprise. The highlight creates an anchoring effect: Scale looks affordable by comparison, Custom looks premium, and the highlighted card looks like the obvious choice.

Editing plan names and prices

Click the pricing card on the Pricing page canvas. Double-click the plan name or price to edit inline. When editing prices, update both the monthly and annual values if a billing toggle is present. Annual pricing should show roughly a 20% discount.

Feature list logic

Each card contains a feature checklist. The features should tell a story of increasing capability — not just longer lists. Scale gets the essentials. Enterprise adds limits increases, SLA commitments, and priority support. Custom adds dedicated infrastructure, custom contracts, and named account management.

Trust signals below the table

Below the pricing cards, include at minimum: a money-back guarantee statement, SOC 2 or ISO compliance badge if applicable, and a one-line enterprise social proof. These reduce purchase anxiety at the highest-friction point in the funnel.