HERO Pricing Program
Pricing Strategies That Protect Your Margins
Recover lost revenue from card fees and improve profitability with a transparent pricing model.
HERO (Higher Earning Revenue Options) is Bold’s margin protection movement built to help merchants stay profitable as payment costs rise, while giving partners compliant, sustainable dual pricing and surcharging plans they can confidently deliver to their merchants.
Designed for Partners Who Want to Grow
HERO provides Bold partners the ability to grow their business and avoid uncomfortable pricing conversations. It is a compliant, streamlined pricing strategy approach that protects merchant margins and creates long-term earning potential for everyone involved.
Built for Merchants Who Want to Save
HERO is built for merchants who want to save without sacrificing customer trust or transparency. By drastically reducing merchant processing fees and eliminating monthly statement surprises, merchants can now operate confidently knowing their pricing strategy is designed to support their growth.
Strategies Included in HERO
Dual Pricing
Displays both a cash price and a card price upfront. Customers choose their preferred payment method.
Cash Discounting
Offers a discount for customers who pay with cash or other non-card methods.
Surcharging
Adds a regular fee to credit card transactions. This requires strict compliance with card brand rules and applies to credit cards only.
Order Processing Fees
Used when a POS system cannot support compliant dual pricing or surcharging.
What Is the HERO Pricing Program?
The HERO Pricing Program is a structured approach to managing payment costs while staying compliant and customer-friendly.
At its core, HERO Pricing uses a transparent pricing model where:
» Both cash and card prices are clearly displayed
» Customers choose their preferred payment method
» Processing costs are built into pricing not added at checkout
How Is HERO Implemented?
Implementation typically involves:
» Activating the selected pricing structure in your POS system
» Updating menus and signage
» Training staff on customer communication
» Ensuring receipts reflect pricing accurately
» Maintaining compliance documentation
How Does HERO Protect Margins?
By structuring pricing to account for card processing costs, merchants can improve average margins by approximately 3–5%.
This can:
» Improve cash flow
» Reduce fee-related profit erosion
» Create reinvestment opportunities
» Strengthen long-term financial stability
Small percentage improvements can create meaningful annual impact.
Ready to Get Started?
Schedule a Quick Call
Choose a time that works best for you. No prep needed.
Review Your Current Costs
We’ll walk through your current pricing or processing setup and identify opportunities to reduce cost.
See a Custom Recommendation
You’ll get a clear, tailored view of how HERO Pricing could work for your business including potential impact.