Finding · The 2026 State of B2B Software Monetization
What systems do B2B software companies use to run monetization?
According to Nalpeiron’s 2026 State of B2B Software Monetization study (n=255 B2B software companies, fielded June 2026), 62% of companies run their core monetization logic on a general-purpose billing provider alone or on homegrown code, while just 33% use a dedicated monetization or entitlement platform.
Key numbers
| System | Share of companies |
|---|---|
| Billing provider only (Stripe, Chargebee, Zuora) | 34% |
| Dedicated monetization / entitlement platform | 33% |
| Homegrown / custom-built internal system | 28% |
| Spreadsheets or manual processes | 4% |
| No formal system in place | 1% |
Question Q8. n = 255. Billing-only or homegrown = 62%.
What this means
What runs monetization logic determines how easily pricing can change. In this study, 34% of companies rely on a billing provider alone, such as Stripe, Chargebee, or Zuora, and another 28% run homegrown code. Combined, 62% run monetization on systems built for payment processing or assembled in-house, not for entitlements and packaging. Just 33% use a dedicated monetization or entitlement platform.
Billing providers are built to move money, not to model entitlements, packaging, and metering. When those capabilities live in a payments tool or in bespoke internal code, every pricing change becomes an engineering change, which is the mechanism behind the long implementation times seen elsewhere in the study.
The pattern interacts with scale. Larger companies lean on dedicated platforms more often, yet still get blocked, which indicates that adding a platform late does not fully undo the cost of monetization logic that grew up inside general-purpose tools.
Methodology
The 2026 State of B2B Software Monetization is based on n=255 product and engineering leaders at B2B software companies, screened for direct involvement in pricing, packaging, or monetization decisions (manager-level and above; 86% director-level or higher). It was fielded in June 2026 through an industry research panel; figures reflect 255 completes as of 19 June 2026. Two AI-inference questions use a reduced base of n=243.
This finding is based on the full sample of 255 responses (survey Q8).
See the full methodology and every question on the report hub.
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This finding is one cut from The 2026 State of B2B Software Monetization. Get the complete report, all findings, and the full data appendix.
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