Why You’re Afraid to Raise Your Prices — And How Your Childhood Might Be to Blame

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📅 June 3, 2025 | 🕐 Read time: 4 mins

Welcome back, folks 👋
This week is one for all the educators, tutors, and tuition centre owners out there:

📚 Why you might be undercharging without even realising
🧠 How childhood beliefs about money affect your pricing today
💸 Why raising your prices isn’t just about money—it’s about mindset
🔓 How to finally break through and charge what you’re worth

Let’s dive in 👇

The 11+ Student That Taught Me a Lesson in Pricing

A few years ago, I was working with a family whose daughter was preparing for the 11+ exam.
We got her into a top school. The parents were over the moon. She’d gone from average scores to top 5% in just a few months.

But when they asked to book another block of lessons and I thought about raising my prices… I froze.

Even though:
✅ I’d helped change this child’s academic future
✅ They were happy to pay
✅ My waitlist was full

…I still didn’t feel like I could increase my rates.

Why?

Because in the back of my mind, I kept hearing my dad’s voice:
"Don’t get greedy."
"Be grateful for what you’ve got."
"Money doesn’t grow on trees."

That’s when it hit me—this wasn’t about business strategy.
This was about upbringing.

How Your Childhood Shapes Your Prices

As tuition centre owners, we talk a lot about lesson plans, curriculum, and marketing.
But pricing? That’s personal.

Here’s how your upbringing might be quietly messing with your pricing:

🔒 Guilt Around Money – If you grew up in a home where money was tight, you might feel uncomfortable earning more—especially if your parents or peers struggled financially.

🪞 Low Self-Worth – If your achievements weren’t acknowledged growing up, you might not fully believe in the transformation your centre provides. So you undercharge.

⚙️ Hard Work = Worth – Many of us were raised to believe that money should come from grinding, not impact. So when something comes easy—like a natural ability to teach—you don’t feel justified in charging more.

Sound familiar?

How to Start Charging What You’re Worth

💭 Identify the Script You’re Running
Ask yourself: What were you taught about money growing up?
Write it down. Notice the patterns. Awareness is the first step.

🔄 Reframe the Value You Offer
You’re not just helping kids get better grades.
You’re changing lives. Increasing confidence. Unlocking futures.
That’s worth something—and it should be priced that way.

📊 Look at the Market
Many tuition centres charge £10–£15 more per hour than you—and with fewer results.
You’re not overcharging. You’re likely undercharging for premium impact.

🧠 Get Support
Sometimes you need someone outside your own head.
Whether it’s a business coach, peer group, or mastermind, talk to others who’ve done it.
Borrow their belief until you build your own.

Final Thought: You Teach Confidence—So Lead With It

Here’s the truth:

✅ Parents aren’t just paying for lessons.
✅ They’re paying for peace of mind, better futures, and expert support.
✅ And when you price yourself too low, you actually undervalue the very transformation you provide.

So if you’ve been holding off on that price increase, consider this your permission slip.
Your upbringing shaped you—but it doesn’t have to limit you.

You deserve to run a thriving centre and be well-paid for it.

Now go raise those rates 💪

For more mindset tips and tuition centre growth strategies, check out:
👉 Business Coaching for Tuition Centre Owners
📩 Let’s work on the business, not just in it.

Until next time,
Graeme 🚀