
by Danielle Andrews, President and Co-founder of The Wedding Planners Institute of Canada Inc.
Lately, I’ve been sharing a lot about pricing—and for good reason. This conversation goes far beyond simply “charging what you’re worth.” It’s about protecting the integrity of our profession, the sustainability of our businesses, and most importantly, the couples who trust us with the most important day of their lives. I’ve seen far too many talented wedding planners undercharge just to book clients, only to burn out mid-season and walk away, leaving those couples stressed, stranded, and heartbroken. This isn’t just a business issue; it’s an industry-wide crisis. Let’s talk about the real cost of undercharging and why it’s time we stop treating low pricing like a competitive strategy.
1. You’re Trading Profit for Burnout
When you undercharge, the solution seems simple: book more weddings. But volume is a false friend. At a low rate, each booking leaves a tiny profit margin, and you end up working significantly more to make ends meet. You may hit revenue goals, but at the expense of personal well-being and service quality.
2. Attracting the Wrong Clients
Low prices tend to attract bargain hunters, not clients who respect your time, expertise, or premium service. These clients are often the most demanding and least appreciative, leading to frustration, stress, and increased project hours for reduced emotional payout. You’re going to resent these clients and dread your work.
3. Pricing Yourself Out of Quality
Underpricing sends a signal: you don’t value yourself, so why should others? Premium clients expect premium prices. When you’re priced too low, you exclude those who would respect and appreciate your work. It also limits your access to high-end venues and vendor relationships.
4. You Can’t Invest in the Business
Low rates don’t just hurt you—they starve your business. Without healthy margins, you’ll struggle to invest in marketing, education, software, or support staff. Over time, your service stagnates just as the competition is scaling and improving.
5. Value Gets Lost in Translation
Clients don’t book planners—they book outcomes: peace of mind, execution excellence, creative vision. Undercharging lessens the perceived value of that transformation. You’re competing on price, not on proven results or quality.
Smart Strategies to Charge What You’re Worth
1. Switch to Value-Based Pricing
List the benefits—not your hours. Clients pay for expertise, calm, and stress-free planning—not spreadsheets or vendor emails. Price around that transformation.
2. Track Every Minute
Really understand your costs by tracking time spent per wedding: emails, vendor meetings, client calls, research, execution. Many planners are shocked to see how little profit remains after actual work time.
3. Build Confidence in Your Fee
Know what makes you unique and valuable. Showcase your experience, systems, vendor connections; develop scripts and frameworks to confidently communicate your worth.
4. Raise Your Rates Incrementally
Don’t worry about shocking clients—raise your prices in small increments every few bookings and monitor conversions. Many planners find demand stays steady, and soon they’re earning more for less work.
5. Conduct Routine Price Reviews
It might be time for an annual price audit. Costs go up—software, travel, insurance. Client expectations evolve, too. Planning fees today should reflect 2025 realities, not 2022 budgets.
Final Takeaway: Undercharging Costs More Than Money
For wedding planners, low rates aren’t a benefit—they’re a ceiling: to income, lifestyle, impact, and business growth. Undercharging directly leads to more clients, longer hours, stressed-out teams, and mediocre experiences.
Goal: Build a business that’s sustainable, profitable, and enjoyable—and values your expertise appropriately.
Read more about pricing yourself for profit here: Are you charging too little?, Worksheet: What Should I really be charging?

About the Author: Danielle Andrews, BA, WPICC
With over 25 years of experience in the wedding industry, Danielle Andrews is a seasoned wedding planner and the Co-Founder of The Wedding Planners Institute of Canada (WPIC Inc.).
She has dedicated her career to helping others succeed by training and mentoring over 10,000 wedding professionals in 37 countries.
You have seen Danielle giving advice or having her work featured in magazines, on television, and speaking at industry conferences.
Through her work as an educator, speaker, and consultant, Danielle continues to elevate the standards of the global wedding industry while sharing her insight and passion with fellow professionals.
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