Built in scarcity pricing structure

This pricing screen looks like two options, but it’s really one. Either you pay yearly and get instant access, or you wait.

Marketing analysis

This is a clever way to make the brand’s preferred payment option (yearly billing) feel like a privilege instead of a commitment. The waitlist adds scarcity and nudges people to upgrade instantly so they don’t miss out.

Why it works

• Anchors customers to the higher total price first ($396 vs. $330)
• Adds urgency and exclusivity through the “waitlist”
• Makes the yearly plan feel like a reward, not a risk
• Reduces decision friction with a clear “join now or wait” choice

Examples

• Superhuman did this early on: invite only = allure
• Clubhouse used exclusivity to drive buzz and demand
• Costco “memberships” make paying upfront feel prestigious