Max Rhodes on value-based pricing
From Don’t Be Afraid to Talk About Price · · Y Combinator
“It's so important to have the conversation with a customer: if I can solve this problem for you and deliver these metrics we've talked about, how much would that be worth to you?”
On , Max Rhodes, CEO & Co-Founder at Faire, spoke about value-based pricing during Don’t Be Afraid to Talk About Price on Y Combinator.
About Max Rhodes
Max Rhodes, CEO and co-founder of Faire, has been focused on expanding the platform’s tools for independent retailers and brands. In late 2024 and 2025, he announced a major upgrade to the Insider free shipping program, doubling the number of brands on which retailers receive free shipping and introducing exclusive phone support. He also introduced Fair Pay, a payment option that gives retailers 3% back on purchases, and highlighted the rollout of product-level reviews, a no-import-duties filter, and volume pricing discounts. Rhodes stated that the company is using AI to improve search results and product recommendations, and that it has worked with FedEx to negotiate lower shipping rates for brands using the “Ship with Faire” service. Rhodes has also spoken about the company’s growth and strategy. He described a partnership with Shopify as an “incredible endorsement” and said the companies would deepen their integrations. In discussions about board management, he said that board members are like “executive hires that you cannot fire” and emphasized the importance of choosing them carefully. He noted that he regretted not heeding board members’ warnings in 2021 about overspending and excessive focus on competition. Rhodes has also discussed the challenges independent retailers face from inflation, but said their ability to buy inventory 30 to 60 days in advance gives them an advantage over larger chains.