What is Upfront Pricing?

Upfront pricing is a business strategy where companies disclose every fee or charge associated with an online purchase from the very start. The advertised price should always match the final price. This allows customers to shop confidently by knowing exactly how much they’re going to pay.

Time to Move Toward Fair Pricing

Paying extra to cover hidden fees has cost consumers billions for far too long, and it’s time for a change! Whether it’s attending a concert or investing in retirement, you shouldn’t have to reopen your wallet to cover surprise expenses. With the national news shining a spotlight on industries hiding fees from their customers, the time has never been better to shift the way we do business! Our mission is to improve the way you shop by encouraging companies to stand beside us in creating a new normal when it comes to fair pricing.

Who We Are

Founded by a desire for needed change, this initiative strives to create a new normal and amplify the conversation around pricing transparency. As a successful entrepreneur and marketer respectively, co-founders Bret Bonnet and Jennifer Wolanik are ready to share their passion for upfront pricing with other industries, all while encouraging more businesses to commit to an honest shopping experience. Learn more about our mission on the about us page.

Who’s Getting Away With it?

From purchasing an airline ticket to paying the cable bill, everyday people are being cheated by the companies they rely on and trust. You probably work with at least one of these businesses every day and may even think paying extra is simply the standard when it comes to using these products. These industries continue getting away with hiding costs from their customers:

  • Hotel and Resorts
  • Event Ticketing
  • Airline
  • Telecommunications
  • Finance
  • Promotional Products
  • Healthcare
  • Education
  • Wedding
  • Auto
  • Mortgage
  • And More


Every customer deserves to feel confident when it comes to choosing who to work with and how much they should pay. It’s important for them to provide their business to only companies with honest pricing. The National Economic Council is on board with this idea, shining a spotlight on hidden fees in a report released in December 2016. From the government to the average customer, everyone wants to see the world shift toward better shopping. Take a look at all the ways upfront pricing improves a customer’s experience:

  • Fosters Smart Buying Decisions

    When customers don't have to worry about hidden fees, they can compare prices and make better shopping decisions. They are less likely to pay extra for an option that's no longer the cheapest or best quality.

  • Creates Trust

    Keeping hidden fees out of a transaction helps customers feel less suspicious about the actual listed cost. This helps a business gain a customer’s trust and attention with an appealing advertised price.

  • Sets a Positive Standard

    By setting the standard for fair pricing, competitors will naturally follow suit with their own pricing strategies. Since extra costs are typically set at a national level, they won’t fluctuate as often as the actual cost for the item.

There's nothing normal about hidden fees! Honesty really is the best policy.

Industry Insight: Uncovering The Facts

Many deceptive industries are taking advantage of our need for their products/services and earning more money through hidden fees. Across the board, these companies are making it difficult to stay within budget and make smart shopping decisions. Don’t just take our word for it!

Here’s how deceptive pricing is affecting a customer’s shopping experience:


This industry deceives consumers by naming their hidden fees in a way to sound governmentally sanctioned. According to the Consumer Federation of America (CFA), consumers are being overcharged by an average of 25%.


So-called “convenience”, “processing,” and “service” fees can add as much as 21% to the price of a concert or sporting-event ticket, according to a recent report by the New York attorney general. These fees amount to some $1.6 billion in added costs and may also violate Federal Trade Commission (FTC) rules regarding deceptive disclosures.


North America’s airlines will charge almost $11 billion in so-called “a la carte fees” for everything from seat reservations to luggage this year. Despite an outcry from airline passengers, the sky remains the limit for new fees.


Resort fees account for 16.6% of hotel industry revenue or $2.04 billion a year! These fees aren’t shown on booking websites – they are either hiding in the fine print or revealed at the end of your stay.


Since 1999, mandatory fees have risen 30% more than tuition has. While these extra costs are usually disclosed, they are often buried on the college’s website. Scholarships might also cover only tuition, leaving students who don’t read the fine print with a surprising balance.

honest pricing certification for businesses

Do you believe customers deserve a better shopping experience? Are you upfront when it comes to the costs of your products/services? Apply for our free Honest Pricing Certification today and proudly show your customers how you stand against hidden fees!

get certified

What Can You Do as a Consumer?

You deserve to feel confident about what you're paying and respected by the companies you trust. As consumers, it may be easy to think hidden fees are the standard, but you can make a significant change by doing any of the following:

  • Shop Honest Businesses
    Spend your hard-earned money on products/services that provide upfront pricing. Start by trying our list of certified businesses.

  • Do Your Research
    Before making a big purchase read about it online, ask experts questions, and comparison shop.

  • Lobby for Legislation
    Start a petition, file a complaint, or contact government officials in the name of more consumer-friendly business practices.

  • Find Resources
    Sites like True Fees make it easy for you to view charges before they affect your shopping experience.

read their story

Consumers across the board are sharing their stories of price deception

Tell yours

Every voice heard is another step toward a world with fair pricing for hard-working customers. By sharing your story, you’re helping companies around the world understand how you’d like to be treated when it comes to your shopping experience. Get started today:

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Are you a journalist looking for a new angle on hidden fees? Maybe you're a business who's ready to stand against dishonest pricing for good? Reach out to us below!