About Priceff
We’re changing the way companies price their capacity and inventory
Priceff is a Helsinki-based company committed to changing the way capacity and inventory are priced. If you are unsure what the price should be, following competitor’s prices is hard and time-consuming, or your capacity is unutilized while costs are still running, we can help you.
We provide a world-class SaaS solution using tailor made algorithms and machine learning to automate your pricing dynamically, so that you can focus more on your core business!
A better way to price your services to increase profitability and decrease resource waste
Pricing is often based on gut-feeling, previous prices, competitors prices, round discounts, and so on. The problem? This way of pricing isn’t the most efficient, no matter how much you try to optimize it.
As a result, money and resources are wasted.
There is, however, a better way to price your services. Priceff lets you automate your pricing with zero effort. Our customers spend less time thinking about pricing, and more time making business!
Short history of Priceff
Like many good stories, this one starts with a “heureka”
More than 15 years ago, Priceff’s co-founder, Anders Ekholm, realized how difficult it is to predict future demand. The factors influencing it are not only hard to identify but also constantly changing. This means that even if a model successfully predicts demand at one point, it may perform poorly at another.
Anders, having worked extensively with stock markets, had a “Eureka” moment: Why try to predict the future when we can simply apply stock market-style pricing, where prices adjust based on real-time demand, to everyday life? With this insight, he developed a pricing algorithm that eliminates the need for demand forecasting and instead adapts dynamically to actual demand. This idea gave birth to Priceff in 2016.
The real development of Priceff as a company took off in 2018 when Tiina Laisi-Puheloinen joined, building a strong team, strategy, and operational foundation. Over the years, she has taken on multiple roles, including Chairwoman, CEO, and CCO. Our first major long-term customer, Kotipizza, adopted dynamic pricing in 2019. The COVID-19 pandemic posed challenges, temporarily pausing some customer projects. In 2021, Heikki Lummaa took over as CEO, bringing in deeper expertise in pricing and international SaaS businesses.
Between 2022 and 2025, we have expanded internationally, gaining several new customers and refining our product-market fit. Priceff’s solution is particularly well-suited for automated demand-based pricing in car rentals and various ticketing sectors—ferry tickets, coach trips, event tickets, and leisure park admissions. A common denominator among these industries is their limited capacity. Additionally, Priceff enables rapid intraday pricing, such as dynamically pricing Kotipizza pizza deliveries from over 230 restaurants. The same logic can be applied to car-sharing and EV charging. We also serve media companies and other types of rentals in automated price optimization.
Priceff is designed to optimize pricing in industries that traditionally rely on forecast-based revenue management systems or various rule-based engines. Our solution is quick to set up, easy to use, and capable of calculating vast numbers of prices in a reliable and fully automated manner. We are currently developing Version 4 of the Priceff platform, aimed at enhancing price optimization, usability, and analytics. As a science-driven company, we continuously explore new ways to refine pricing accuracy, such as integrating external data sources like competitor prices, events, and website clicks.
Our team brings deep expertise in pricing, finance, mathematics, software development, product management, and SaaS, alongside hands-on experience across multiple customer segments. Our board members contribute extensive backgrounds in entrepreneurship, sales, investment, and leadership.
Looking ahead, we are excited to help new customers optimize their business through dynamic pricing and expand into new industries and countries. The future looks bright, and we’re just getting started!