Your customers are the owners of buy-to-let properties, right?
I would not consider them B2C. They are running businesses. They will be used to paying for professional services to handle the paperwork your software handles. How much does that cost per property per month? You should price your offering in the same range.
I would not consider them B2C. They are running businesses.
With large businesses and government, employees "aren't spending their own money" - spending a few thousand dollars isn't going to stop them going on holiday, saving a few thousand dollars isn't going to give them an extra holiday. So there's a school of thought that says such customers are price-insensitive, and you should charge them a bunch because why not?
With small businesses and sole traders, they tend to behave more like consumers in terms of wanting value for money. After all, saving $100 means they'll have $100 minus tax in their pocket.
I would not consider them B2C. They are running businesses. They will be used to paying for professional services to handle the paperwork your software handles. How much does that cost per property per month? You should price your offering in the same range.