1. A method of computer-assisted modeling using a reference price to assist in evaluating discretionary pricing of transactional services provided by a professional, the method comprising: retrieving, by a computer, a universe of pricing episode data of pricing episodes for a transaction from a database, segmenting, by the computer, the universe of pricing episode data of pricing episodes for the transaction into a plurality of groupings, delimited by at least one price predictive parameter; the price predictive parameter being related to time of transaction, type of transaction, customer or customer type, asset or asset type, account or account type or composition; the pricing episode data including discretionary prices chargeable by and within the discretion of the professional for transactional services provided by the professional; ranking, by the computer, the pricing episode data within each grouping according to the discretionary prices; choosing, by the computer, a reference price from among the ranked discretionary prices within each grouping based on a predetermined level, rank or percentile; dividing, by the computer, the pricing episode data arranged within each grouping into a first set having discretionary prices above the reference price and a second set having discretionary prices below the reference price; and determining, by the computer, for any pricing episode data in the second set of each grouping, a transaction revenue opportunity amount, comprising the difference between the reference price and the discretionary price multiplied by a volume of the transaction.