It’s not just us: the SaaS tax has become an international conversation
An op-ed about paying for software seats instead of results got picked up by 14 publications across Europe and beyond. Here’s what the “SaaS tax” is, why so many people are talking about it, and what we’re doing about it.
Pernilla Walkin
A few weeks ago, our co-founder Pål Lind wrote an op-ed in the Norwegian developer publication Kode24 (https://www.kode24.no/artikkel/saas-lisenser-odelegger-moderne-utvikling/273613) about something that frustrates a lot of B2B marketers: the “SaaS tax”. That’s the platform and per-seat fees you pay before a single ad reaches a single customer.
We expected a few reactions in Norway. Instead, the topic was picked up by 14 publications in Norway, Iceland, the UK, Spain, Italy and beyond. It’s been great to see, and it tells us something: this isn’t just our pet issue. Marketers in many markets are asking the same question.
Below, we explain what the SaaS tax is, how the conversation spread, and what we do about it. Every article is linked, so you can read what others have written for yourself.
What is the SaaS tax?
The SaaS tax is the money B2B marketers spend on software access before any media runs: platform fees, per-seat licences, implementation fees, annual contracts and minimum commitments.
By our estimate, traditional B2B marketing and advertising platforms can take up to 20% of a marketing budget in subscription fees alone (eNewsWire via Cision (https://news.cision.com/enewswire/r/inzynk-lowering-the-cost-of-martech-software-for-companies-highlighted-in-global-media,c4413449)). That money buys permission to advertise, not advertising.
Per-seat pricing also changes how teams work. When every login costs extra, teams ration seats, share credentials, and leave agencies and sales colleagues outside the campaign data.
How it started: an op-ed in Kode24
Pål’s op-ed, “SaaS-lisenser ødelegger moderne utvikling” (SaaS licences are destroying modern development), argued that per-seat pricing is a commercial choice, not a technical necessity.
He made three points, summarised by Icenews:
- Stifled adoption. Rationed logins push teams into workarounds and shared credentials.
- Bloated products. Vendors add features to justify the monthly seat cost, not because users need them.
- Costs disconnected from use. In a world of cloud computing, a flat fee per person has little to do with what the software actually costs to run.
The piece asked a simple question: why should marketing budgets pay for access to software instead of reaching customers?
How the conversation spread
Within weeks, editors and journalists in other countries had picked up the debate and added their own angles.
- Iceland. Icenews picked up the Kode24 op-ed and framed Inzynk as a Nordic scaleup removing seat licences entirely.
- United Kingdom. Business Matters covered Inzynk’s UK market entry and what zero seat fees mean for London agencies and enterprise teams.
- Spain. TyN Magazine wrote in Spanish about why consumption-based pricing is changing B2B SaaS.
- Italy. The Broken Economics of B2B MarTech: How Inzynk Plans to Fix an Industry in Crisis
- International tech media. PC Tech Magazine asked whether Nordic companies are quietly ditching the per-seat model, and Geekzilla and TechBullion followed with their own takes.
What we take from this: we’re clearly not the only ones questioning per-seat pricing. It’s a conversation the whole industry is starting to have, and we’re glad to be part of it.
What we do instead
We don’t charge a platform fee or seat licences. You pay for the media actually delivered to the accounts you target.
- No platform fee. The whole budget goes to campaigns, not software access.
- Unlimited seats. Invite the whole marketing team, your agency and your sales colleagues at no extra cost.
- Pay for delivery. Costs follow campaign activity. In a quiet quarter you spend less, with no unused licences to pay for.
This means we only grow when our customers’ campaigns deliver. We spent close to a decade building the technology through managed services before launching our self-service platform in 2026.
Frequently asked questions
What is the SaaS tax in B2B marketing? The SaaS tax is the cost of software access that B2B marketers pay before any campaign runs, such as platform fees, per-seat licences, implementation fees and annual contracts.
How much of a marketing budget goes to software fees? Inzynk estimates that traditional B2B advertising and marketing platforms can consume up to 20% of a marketing budget in subscription fees before a campaign launches.
What is the alternative to per-seat SaaS pricing? Usage-based or consumption-based pricing, where customers pay for what they actually use. With Inzynk, that means paying only for media delivered to target accounts.
Does Inzynk charge a platform fee or per-seat fee? No. Inzynk has no platform fee and no seat licences. Teams and their agencies get unlimited logins.
Who wrote the Kode24 op-ed about SaaS licences? Pål Lind, co-founder of Inzynk, wrote the op-ed “SaaS-lisenser ødelegger moderne utvikling” in Kode24 in October 2026.
Where has Inzynk been covered? In 14 publications across Norway, Iceland, the UK, Spain, Italy and international tech media, including Kode24, Icenews, Business Matters and TyN Magazine. The full list is below.