This is a 2-parter.

In part 1, we broke down Supabase’s pricing page.

In part 2, we dive into their entire purchasing experience, from onboarding to expansion.

In part 1, one theme stood out above all else: predictability.

In part 2, a different theme emerges: billing as product experience.

Supabase doesn’t just treat billing as an operational necessity—they treat it as a core part of the product experience. It’s everywhere, from onboarding flows to the customer portal, designed to make pricing clear, actionable, and frictionless.

Here’s what stood out most during the teardown:

1. Adapting for diverse user journeys. Whether you’re a solo developer or an enterprise organization, Supabase balances density and usability to create a seamless, self-service-focused experience. One of our favorite parts of this was their approach to upsell compliance and legal features.

2. Multi-product marketing done right. Supabase’s onboarding introduces their entire ecosystem to new users, making it low-friction for customers to expand their usage across products.

3. Transparent self-serve billing is everywhere. From real-time cost controls to clear plan management tooling, Supabase has built a system that is exceptionally low friction, even for enterprise-level needs.

Whether you’re a B2B SaaS founder, product leader, or pricing strategist, there’s so much to learn here. As Supabase shows us, pricing and billing are features—and when done right, they can be a massive competitive advantage. Chapters:

Intro & Recap of Part 1 (00:00 - 03:00)

- Revisiting the pricing page teardown and themes of predictability and transparency.

- Framing the focus for Part 2: onboarding, billing, and expansion.

Onboarding: First Impressions Matter (03:01 - 11:00)

- Signing up as a developer: social proof, GitHub auth, and 2FA.

- Key design decisions: marketing opt-ins, default documentation, and user-first flows.

Multi-Product Marketing in Onboarding (11:01 - 18:00)

- How Supabase subtly markets their full ecosystem from the start.

- Balancing the primary use case (databases) with exposure to other products.

Billing Embedded as Product (18:01 - 26:00)

- Real-time visibility into pricing plans and usage caps.

- Setting expectations with transparent excess compute details.

Trust Through Self-Service & Compliance (26:01 - 33:00)

- Self-serve access to legal documents like DPAs and SOC 2 reports.

- How Supabase positions itself for both hobbyists and enterprise customers.

Expansion Paths & Upgrades (33:01 - 38:00)

- Exploring the upgrade flow and expansion opportunities.

- How Supabase leverages a conversion survey to learn user motivations.

Downgrade & Churn Flows (38:01 - 44:00)

- The downgrade experience and churn survey design.

- Insights into how Supabase constantly iterates on user feedback.

Closing Thoughts & Grading the Experience (44:01 - End)

- Overall impressions: where Supabase excels and areas for improvement.

- Why pricing and billing are core features, not afterthoughts.