Soft Fight – Agentic AI for B2B Pricing

Who We Are and What We Do

Soft Fight designs and deploys agentic AI workflows for pricing and negotiating IT & software services deals, grounded in the JUST Value Framework® and validated across 340+ real enterprise services contracts.

We work with revenue leaders, CFOs, CROs, and pricing teams in companies with 500+ billable roles, where pricing decisions are decentralized, context-dependent, and spread across sales, delivery, and finance.

Understanding deal context, stakeholders, and value drivers for IT services contracts
Selecting pricing models and calculating price ranges based on deal structure
Enforcing commercial guardrails across pricing decisions
Verifying proposals against internal commercial standards before submission
Aligning pricing decisions across sales, delivery, and finance teams
Ensuring consistency in how deals are structured and priced across the organization
Supporting the transition from time-and-materials to outcome-based pricing models

This is not pricing software. It is pricing infrastructure.

Our Methodology

Pricing in IT services is not a formula. It is a system of decisions. Each deal has a different scope, buyer, risk profile, and economic context, while most pricing tools assume stable inputs and repeatable scenarios. That assumption does not hold in IT services, where every deal is structurally different. This is why rule-based or static pricing approaches fail, and why a context-driven system is required.

The JUST Value Framework® sits at the core of our methodology. It combines value-based pricing, behavioral economics, and choice architecture into a structured, repeatable commercial system. These foundations allow pricing decisions to be anchored in economic value, buyer behavior, and real negotiation dynamics, rather than internal cost assumptions or static rate cards.

In practice, the system operates as a structured commercial workflow composed of three layers: the Project Envelope, which structures stakeholders, constraints, risks, scope, and value drivers into a shared representation of the deal; the Context-Driven Pricing Engine, which runs deterministic calculations using predefined pricing logic and commercial guardrails to quantify value, evaluate trade-offs, and define pricing ranges; and AI Agents, which handle deal classification, value quantification, pricing strategy assignment, and proposal verification. The calculations remain deterministic, while AI is used for reading, pattern recognition, and language, enabling consistent commercial logic to be applied across deals without removing human judgment.

How We Work With Companies

We deploy the system directly within sales, delivery, and finance workflows, working with revenue, finance, and commercial leadership. Engagements range from targeted interventions to full commercial infrastructure deployment, depending on the specific pricing challenges and organizational context.

Quantify Value Agent: evaluates the economic value delivered in a specific deal or engagement
Strategy Agent: assigns pricing approach based on deal context and buyer profile
Verify Agent: checks proposals against internal commercial standards before they go out
Targeted agent deployment for specific contract types or client segments
Full agentic AI workflow implementation across the commercial cycle, integrated into existing systems (CRM, proposal workflows, internal tools)
Fractional pricing leadership, workshops, and transition support

The system works on real deal data: RFPs, emails, proposals, contracts, and call transcripts. A typical starting point is running 3 to 5 past deals through the system and showing what it would have flagged before signing. A diagnostic of your own commercial history.

Certifications, Research & Credentials

Soft Fight’s credibility is built on applied commercial experience.
Founded by a pricing practitioner with 340+ IT services deals negotiated across banking, industrial technology, and software services
Multidisciplinary team combining pricing, engineering, AI, and legal expertise, including Roland Szabo (ML / GenAI, ex-Google)
JUST Value Framework®: proprietary, structured methodology for value-based pricing in IT services
190+ published issues on pricing strategy for IT & software services
Speaker at How to Web Conference 2025: You Built an AI Agent — But How Do You Price It?
Featured on Impact Pricing Podcast (#732): AI as a Multiplier for Pricing
Developed from 340+ negotiated IT services deals across 72+ companies

What You Get Working With Soft Fight

The outcomes are measurable and observable at the level of individual deals and across the organization.

Pricing decisions made at deal speed, without requiring a pricing expert in every conversation
Margin recovery without renegotiating rate cards
Consistent pricing logic applied across teams, geographies, and business units
Defensible proposals under procurement pressure and during negotiations
Alignment between sales, delivery, and finance on how deals are structured and priced
No disruption to existing systems or workflows

Proof of commercial logic in real deals:

+4% higher prices across engagements
1.2× improvement in win rates
+30% increase in pricing for new projects
+25% increase in value on renegotiated contracts
Significant rate increases in long-term client relationships

Frequently Asked Questions

What is agentic AI for pricing, and how is it different from pricing software?

Agentic AI for pricing is a system that executes the pricing workflow, not just a tool that supports it. It reads deal context, structures inputs, runs pricing logic, flags risks, and provides recommendations on what to do next.

Traditional pricing software requires users to define inputs, interpret outputs, and decide actions. Agentic AI handles that workflow in real time, while keeping users in control.

What types of B2B companies benefit most from Soft Fight?

IT & software services companies with 500+ billable roles, decentralized pricing decisions, and multiple stakeholders influencing deals benefit the most.

The most common triggers are margin pressure not explained by delivery costs, increasing discounting in competitive bids, and a push to transition from time-and-materials to outcome-based pricing.

How long does it take to see pricing improvements?

The Quantify Value Agent produces output immediately. Targeted deployments show impact within the first deals, typically within weeks rather than quarters.

Full workflow implementation takes longer to embed, but the commercial logic is applied from the first deal it touches.

Does Soft Fight replace our pricing team or augment it?

It augments how the team operates. The system handles deal-level analysis, value quantification, and proposal validation, while the team focuses on strategy, exceptions, and commercial decisions.

If there is no dedicated pricing function, the system provides a structured framework for sales and delivery teams to work from.

Where does our data go?

Data remains within your infrastructure. The system is deployed on-premise, using internal data sources, and no deal data, client data, or pricing logic is shared externally.

AI agents operate within your environment, under your control.

Client Results

“Manu’s approach incorporates his understanding of behavioural economics, psychology, and history coupled with his real-world experience within the Boardroom at strategic planning sessions and in face-to-face interactions with customers and clients. He’s able to dig into the finest details while simultaneously maintaining an acute awareness of the strategic needs of a business.”

Merrick Levene — President, Ontario Die International

“Manu brought us more clarity and a winning formula. His systematic methodology, thorough understanding of our business model, and deep pricing knowledge gave us confidence. He designed a modular pricing plan that maximises the yield of our sales efforts. It opens up new ways of capturing value and becomes an essential tool for our scaling-up projections.”

Alexandru Holicov — Founder & CEO, Adservio

“Manu gave us practical solutions for our sales process problems, then helped us redefine our strategy and market positioning. Working with him you feel you receive a lot more than you give.”

Darius Baba — Co-Founder & CEO, Crafting Software

“Whether it’s pricing strategies, market positioning, healthy pipelines, or workshops for the team, Manu’s hands-on experience, practical and analytical methods have helped us improve how we operate in sales and approach both existing and new potential clients on different levels.”

Botond Székely — Head of Business Development, Halcyon Mobile

“Through his direct and humane way of addressing our question, Manu managed to change our view of the sales process. We also appreciate his ability to jump in and offer feedback and advice when we need it most.”

Alexandru Rotaru — Co-founder, AltTester