It’s time to rethink pricing at your bank

The banks that will not just survive but thrive will be the ones that create value for their customers by forging strong, lasting relationships with them.

To do this, banks must rethink pricing: It all begins with the lender/customer interaction and works backward from there.

That’s what we believe at PrecisionLender. It’s something we feel so strongly that we were compelled to put our philosophy into words, in this book.

Now available at Amazon and Barnes & Noble

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What’s inside

Chapter 1

Why is Pricing So Important?

Chapter 2

Price Setting

Chapter 3

Price Getting

Chapter 4

Moving the Pricing Process Forward

Chapter 5

The Chief Pricing Officer

Chapter 6

What Makes a Great Lender?

Chapter 7

Sunlight is the Best Disinfectant

Chapter 8

Building a Pricing Ecosystem

Chapter 9

Choosing the Right Tool

Chapter 10

Get Your Lenders to Engage, Not Revolt

Chapter 11

The Power of Continuous Improvement

Chapter 12

How Will You Earn it in the Future?

About the Authors

Carl Ryden

Carl Ryden

Carl Ryden, Co-Founder and Chief Executive Officer of PrecisionLender, has deployed pricing management solutions in hundreds of financial institutions ranging in size from $50 million in assets to over $180 billion in assets. In addition to his work in authoring and developing PrecisionLender’s loan pricing system, Carl actively provides strategic consulting to PrecisionLender clients.

His breadth of experience and passion for technology, finance, strategy, and software development enable him to address risk-based pricing from a unique perspective. Carl has an MBA from MIT Sloan School of Management, a Master’s Degree in Electrical and Computer Engineering from MIT and a BS in Electrical Engineering from NC State University.

Dallas Wells


Dallas Wells, Executive Vice President Strategic Innovation at PrecisionLender, is a banking industry veteran. He has held roles as a commercial lender, CFO, and ALM/Derivatives Consultant, working with banks of all sizes in markets around the country.  He has expertise in capital planning, liquidity forecasting, investments, pricing, and interest rate risk. At PrecisionLender, he specializes in helping clients use pricing to improve performance and reduce risk.

Dallas graduated as a Danforth Scholar from Washington University in St. Louis with a BSBA in finance, and is also a graduate of the Southwestern Graduate School of Banking at Southern Methodist University.

Jim Young

Jim Young

Jim Young, Director of Communications at PrecisionLender, is an award-winning writer with experience in a range of positions in media and marketing, from reporter to website editor to content marketer. Throughout his career he has focused on the story – how to find it, how to understand it, and how best to share it with others. At PrecisionLender he manages the many ways in which the company shares its philosophy on banking and the power of relationships.

Jim graduated Phi Beta Kappa from Duke University and holds a Master’s Degree in journalism from Columbia University.