See Our Agent in Action

Why pricing?

Most IT & software services teams deliver excellent work. But they underprice it.

They still sell time instead of value, defaulting to hourly billing, rate cards, or fixed T&M, even when their work drives measurable outcomes for clients.

This disconnect costs millions every year in missed revenue, low win rates, and internal misalignment.

The cause? Pricing is fragmented. Sales, delivery, finance, and leadership don’t have a shared method or language for value-based pricing.

We’re here to fix that, by making pricing smarter, faster, and value-driven.

Why us?

 

We’ve seen this problem from every side:

Selling services. Delivering them. Negotiating enterprise contracts. Building AI.

Our team combines deep experience in pricing strategy, software delivery, and applied AI, giving us the edge to solve this problem at the root.

Meet the core team behind Soft Fight:

  • Manu – Pricing expert with 340+ negotiated tech services deals and 72+ pricing projects. Creator of the JUST Value Framework®.
  • Bogdan Cochior – Software product lead, experienced in shipping complex systems.
  • Andrei Cioromila – Software architect with expertise in systems integration and dev workflows.
  • Andrei Sandu – Senior software engineer focused on front-end and full-stack implementation.
  • Roland Szabo – Machine Learning and GenAI engineer, ex-Google.
  • Mihaela Martonca – Legal and research lead, focused on compliance, regulation, and procurement.
  • Vlad Pasca – Business development, go-to-market, and client partnerships.
  • Andrei Rosca – Change strategist supporting internal alignment and capability building.
  • Catalin Rata – Strategic advisor with background in enterprise growth and transformation.