New licence more expensive than Upgrade?

Why licence upgrade is more expensive than a new personal license for 3 devices?

Well, the licenses are not really comparable.

Your existing Pro license is essentially 3 licenses. The upgrade cost for a single license in your country is $19.95.

The new Personal license is one license, but can be used on up to 3 devices.

You can find out more about the new licenses here: eM Client: Changes coming to our licensing model | eM Client