#32: Every architect wrestles with the same question:

How do I raise my fees without losing clients?

In this episode, I sit down with Robert Yuen, CEO & Co-Founder of Monograph, to unpack exactly that. We dive into why raising fees is essential for the health of your firm, what policies and benchmarks to use, and how to avoid the biggest pitfalls firms make when pricing their work.

Robert brings years of experience helping over 1,400 firms run profitable practices, and together we break down both the numbers and the human side of raising fees—from inflation and utilization rates to client perception and market positioning.

Learn more about Monograph: monograph.com
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

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What You’ll Learn:

(04:20 ) Why long project timelines + inflation make raising fees non-negotiable
(06:35 ) The #1 mistake firms make when writing fee increases into contracts
(09:19 ) The two financial metrics every firm should track before adjusting fees
(11:22 ) How to factor prestige and reputation into your pricing
(12:57 ) Why client pushback is actually a healthy sign
(14:23 ) The value of asking clients directly how much more they would’ve paid
(17:26 ) Why feedback should be gathered at multiple stages of a project
(19:48 ) A step-by-step framework for setting your fee increase policy
(23:15 ) The “inflation floor”: why every firm should raise 3–5% annually
(26:11 ) How aiming too low costs you years of growth
(32:52 ) What win rate tells you about pricing—and why 100% is a red flag
(36:37 ) The one true lever to improve profit margins in architecture
(39:44 ) Robert’s biggest takeaway: why repetition + policy are key

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