# How Should a Prop Firm Price Its Challenges?

> Price each account size from the bottom up: expected payouts per evaluation sold, plus affiliate commission, discounts, processing, platform fees and KYC, plus a margin for a bad month. Then check the result against what traders see side by side on comparison sites. Pricing by copying competitors without your own rules and costs is how firms end up underwater.

- Source: https://pipvalley.com/guides/how-to-price-prop-firm-challenges
- Publisher: PipValley - web design studio for prop trading firms
- Updated: 2026-10-12

**Short answer:** Price each account size from the bottom up: expected payouts per evaluation sold, plus affiliate commission, discounts, processing, platform fees and KYC, plus a margin for a bad month. Then check the result against what traders see side by side on comparison sites. Pricing by copying competitors without your own rules and costs is how firms end up underwater.

Challenge pricing is the most consequential number a founder sets, and it is usually set by looking at the biggest firm's pricing table. That works only if your rules, pass rates, costs and payout terms match theirs, which they never do.

## What goes into the price?

- Expected payout cost per evaluation sold: pass rate × share of funded traders who reach a payout × average payout, for that account size.
- Discounts: the code most buyers use, not the list price.
- Affiliate commission, usually a percentage of the discounted price.
- Card processing, plus an allowance for chargebacks and rolling reserves.
- Platform costs: per active account, per sale or a share of the fixed licence.
- KYC at payout: Veriff from $0.80 and Sumsub from $1.35 per check, as published in October 2026, with monthly minimums.
- For futures: exchange data per active trader, billed differently for professional and non-professional subscribers.
- A margin, and headroom for a bad month.

## What does a worked example look like?

Illustrative numbers, not data from any firm: an evaluation lists at $100. With a 20% code the trader pays $80. A 15% commission on that is $12, so the firm keeps $68 before other costs. At a 25% code and 20% commission, it keeps $60. Every remaining cost, from processing to payouts, has to fit inside that figure with room to spare.

Now stress it. If a rule change or a market move doubles the pass rate on your largest account, does that account size still make money? If not, raise its price, tighten its caps, or stop selling it until your reserve can carry it.

## Which pricing structures should you choose?

Most forex firms charge a one-time fee per account size; futures firms have historically charged monthly subscriptions, though some, Apex among them in March 2026, moved to one-time fees. Resets and add-ons (higher split, faster payouts, removed time limits) add revenue but also complexity on the pricing table.

Whatever you choose, show account size, price, target, daily loss, max loss, minimum days, payout split and payout cycle on one row, matching checkout exactly. If any of those needs a click, a comparison site will show it more clearly than you do.

> This page explains how things generally work and what we've seen running prop firms. It isn't legal, tax or financial advice. Rules differ by country and change often, so ask a lawyer or adviser in your jurisdiction before you act.

## Questions

### Should a new prop firm undercut competitors on price?

Usually not. Firms with years of payout history can absorb thin margins; a new firm can't. Compete on clarity, a niche and trust, and price for your own rules and costs.

### How often should prop firms change prices?

Change prices for new purchases only, with notice, and never change the rules of an evaluation already sold. Frequent discounts train traders to wait for codes.

### Are monthly or one-time fees better?

Monthly fees match recurring data and platform costs but invite "forgot to cancel" chargebacks; one-time fees are simpler to compare. Futures firms have been moving toward one-time fees.

## Sources

- [Veriff: plans and pricing](https://www.veriff.com/plans)
- [Sumsub: pricing](https://sumsub.com/pricing/)
- [CME Group market data fee list (June 2026)](https://www.cmegroup.com/market-data/files/june-2026-market-data-fee-list.pdf)
- [Apex Trader Funding FAQ and Apex 4.0 guide (third-party summary)](https://pickmytrade.io/prop-firm-faq/apex-trader-funding)
- [Stripe: restricted and prohibited businesses](https://stripe.com/legal/restricted-businesses)