Cruxy Scales as the Great SaaS Pricing Crisis Strikes:

• Death of seat-based pricing driven by challenges of AI integration sees enterprise software firms and their private equity investors shift to Cruxy
• Only a specialised global product + pricing specialist built with data at its crux can identify, extract and drive value
• Cruxy now scaling via further AI integration into its pricing intelligence engine, The Cortex, combined with senior talent hires, driven by market pull from the US
• This is not just growth but a doubling-down on Cruxy's global position as the value-delivery partner to meet the challenges of the Great SaaS Pricing Crisis head-on

London, July 21st 2026: Cruxy, the B2B tech (SaaS) product + pricing specialist, today announces a significant scale-up of its business, in direct response to client demand, 80% US-based, eventuated by one of the most consequential shifts in enterprise software: the collapse of seat-based pricing and the rise of AI-embedded outcome-based models.

Cruxy has been working with leading enterprise software firms and their global private equity investors for over 12 years, acting as product + pricing interrogator and provocateur so identifying, extracting and driving value. Enterprise software has traditionally been priced on a per-seat basis. That model evaporates the moment AI agents generate most of the usage and so can only be captured by outcome-based pricing models.

Enterprise software firms and their PE investors are now fast gravitating to Cruxy having established their traditional advisors and consultants lack the access and skills to utilise comprehensive, specialized and structured product and market data.

Built into the core of Cruxy is the Cortex, its proprietary pricing intelligence platform. The Cortex has quietly become the engine behind some of the most complex pricing transformations for the largest names in the enterprise software market. Delivering actionable pricing and product solutions grounded in real data and real-world deals - surfacing the truth across product, model, and market, and in seconds - the Cortex gives clients their first comprehensive understanding of how value is maintained and expanded inside their products and how product sits within a transforming market. Simply: once you understand product, you know how to price it.

Cruxy is building-out the functionality of the Cortex with yet further AI integration, enhancing benchmarking with market data so its specialists can drill both deeper and wider into client data. This can be overlaid against a wide range of market data points meaning only Cruxy is able to locate value, design product and set pricing for clients, who often for the first time are presented with full company and market data telemetry. This is the unique market-making value of the Cortex, and why Cruxy has been crafted to meet the Great Pricing Crisis full-on.

Utilising this data to drive product + pricing interventions is Cruxy's human capital, including its new hires.

Sam Lyddon joins as Head of Cortex and AI. Sam comes from Alvarez & Marsal where he was an Associate Director. He is an applied AI practitioner delivering cross-industry digital projects, partnering with executives and decision-makers to deliver impactful AI-enabled insights at scale, using the latest technology to drive enterprise value creation.

Sam comes to Cruxy to scale the next evolution of the Cortex, ensuring that new data and value is identified, structured and processed through effective and dynamic AI adaptation. This enhances the ability of Cortex to dilute a complex, data-heavy space into clear, valuable initiatives for clients.

Two other hires have been made in the past few months, recruited as they share the Cruxy ethos: identify, extract and drive value across the enterprise software sector.

Sam Lyddon:

"Cortex is the only proposition I've seen crafted to meet the Great Pricing Challenge head-on; the market needs this product, built from the bottom-up, with AI and customers at the core, distilling a complex, data-rich space into clear, actionable initiatives. Combining a quant-mindset with a genuine shared ethos around being sharp, valuable, challenging rather than surprising, made the move an easy call."

"Cruxy is an agile challenger firm able to target what moves the needle - less encumbered by pre-existing frameworks and with a desire to build long term product and client partnerships rather than following misplaced hype."

Carrie Osman, Founder & CEO, Cruxy:

"Cruxy has been crafted to meet head-on the pricing crisis in today's enterprise software market.

For 6 years we've sounded the alarm that seat-based pricing models are on limited time. Steady revenues have been too easy and too addictive. The sector has atrophied. Turning to generic consultants flying blind from lack of data means certain death in this market".

"Cruxy was founded with data, focus and speed flowing in its lifeblood. The Cortex dictates all of our work and gives clients full data telemetry. With no external funding we've bootstrapped the business with the passion and single-mindedness that mirrors our private equity clients' expectations. 80% of our business originates from the US".

"Forensically recruiting the most specialised talent, mavericks that already share our ethos - Cruxy is now held in the market as the only viable partner to steer through the pricing crisis".

78 Pall Mall, London, SW1Y 5ES

David Hawkins

comms@cruxy.co.uk

Cruxy are growth intelligence specialists partnering with private equity firms and their portfolio companies to unlock P+L impact and preserve and grow value. Specialising in product + pricing strategy and implementation, Cruxy operates at the intersection of finance and technology, where precision meets provocation.

With over 180 high-growth projects delivered and engagements with more than 40 capital markets fintechs and 20+ PE firms (ranging from $1bn to $100bn AUM), Cruxy is trusted to interrogate assumptions, challenge norms and drive scale.

The firm's proprietary pricing intelligence engine, Cortex, combines up to 2 billion data points to deliver precision, with entity-level data across buy-side, sell-side and global markets.

Founded by Carrie Osman, Cruxy has grown entirely without external investment - a rare distinction in a market awash with VC-backed consultancies.

"THE IMPACT OF CRUXY ON OUR BUSINESS HAS BEEN TRANSFORMATIONAL."
OPERATING PARTNER, LEADING PE FUND

"I WOULD RECOMMEND CRUXY IN A HEARTBEAT"
PIERRE NAUDÉ, CEO, NCINO

Key data:
• 180 projects delivered
• 20+ PE firms
• 40+ capital market fintechs
• 12 years serving enterprise software sector - 80% of business originating in US
• 6 years warning of the death of seat-based pricing
• Embedded Cortex, the proprietary pricing intelligence engine, with 2 billion+ data points into every Cruxy engagement
• Became the product strategy diligence specialist for Hg Capital in $6.4 billion purchase of OneStream
• Chosen by Hg, FTV Capital, PSG and TPG (combined AUM +$454 billion to interrogate value beyond the seat)

Core services:

• Product-Market Fit
• Product interrogation
• Customer Value Assessment & Segregation
• Product Due Diligence
• Packaging creation
• Pricing strategy into execution

This release was published on openPR.