In finance, indifference pricing is a method of pricing financial securities with regard to a utility function.  The  indifference price is also known as the reservation price or private valuation.  In particular, the indifference price is the price at which an agent would have the same expected utility level by exercising a financial transaction as by not doing so (with optimal trading otherwise).  Typically the indifference price is a pricing range (a bid–ask spread) for a specific agent; this price range is an example of good-deal bounds.[1] 
  Mathematics
 Given a utility function 
 and a claim 
 with known payoffs at some terminal time 
 let the function 
 be defined by 
 
,
 where 
 is the initial endowment, 
 is the set of all self-financing portfolios at time 
 starting with endowment 
, and 
 is the number of the claim to be purchased (or sold).  Then the indifference bid price 
 for 
 units of 
 is the solution of 
 and the indifference ask price 
 is the solution of 
.  The indifference price bound is the range 
.[2] 
 Example
 Consider a market with a risk free asset 
 with 
 and 
, and a risky asset 
 with 
 and 
 each with probability 
.  Let your utility function be given by 
.  To find either the bid or ask indifference price for a single European call option with strike 110, first calculate 
. 
 
 
.
 Which is maximized when 
, therefore 
. 
Now to find the indifference bid price solve for 
 
 
 ![{\displaystyle =\max _{\beta }\left[1-{\frac {1}{3}}\left[\exp \left(-{\frac {1.10(x-v^{b}(1))-20\beta }{10}}\right)+\exp \left(-{\frac {1.10(x-v^{b}(1))}{10}}\right)+\exp \left(-{\frac {1.10(x-v^{b}(1))+20\beta +20}{10}}\right)\right]\right]}](./_assets_/62dfe4af1dff2cb016c70488d635e894cab425b7.svg)
 Which is maximized when 
, therefore 
. 
Therefore 
 when 
. 
Similarly solve for 
 to find the indifference ask price. 
 See also
  Notes
 - If 
 are the indifference price bounds for a claim then by definition 
.[2]  - If 
 is the indifference bid price for a claim and 
 are the superhedging price and subhedging prices respectively then 
.  Therefore, in a complete market the indifference price is always equal to the price to hedge the claim. 
 References
   - ^ John R. Birge (2008). Financial Engineering. Elsevier. pp. 521–524. ISBN 978-0-444-51781-4. 
  - ^ a b Carmona, Rene (2009). Indifference Pricing: Theory and Applications. Princeton University Press. ISBN 978-0-691-13883-1.