The thing is, YNAB increased pricing recently and that didn't went well, it caused a pretty negative outlash... Actual was actually a pretty good alternative that was pushed by many people on Reddit, they got quite a bit of free advertising through that. Yearly YNAB is only 8.25$ a month and support syncing through Plaid (which add a few dollars per month for sure to the cost and it also add quite a bit of negative feedback sadly). So yeah he could increase the price for sure, but not by much, and his current customers wouldn't appreciate it that much considering they jumped ship to avoid a price increase in the first place.