Helsinki, Finland – November 21, 2025 – Big things are happening at Priceff. To accelerate our international growth and support the upcoming launch of the new Priceff platform, we’re strengthening both our leadership team and our commercial muscle. Please also note our fine-tuned new logo above 🙂
Kim Martesuo becomes CEO as Priceff prepares major product launch
Kim Martesuo will taking over as CEO on 1 December. He knows the company inside out; he has been the driving force behind Priceff’s technology roadmap in his role as CTO. With the deep understanding of customer needs and a clear product vision, Kim is ready to lead Priceff into its next chapter.
“We’re about to release a refreshed and more powerful version of our platform,” Kim explains. “It’s built for scale, easier integrations, and smarter automation. And with new features like competitor monitoring, we’re adding even more value on top of our core demand-based pricing engine.”
“Strategically, we want to focus on three areas: strengthening our sales process; improving the efficiency of our ways of working through automation and the new version of Priceff; and advancing our platform with new innovations so we can serve both existing and new customers better.”
Alessandro Bondavalli joins as Head of Sales to power growth especially in Germany and Italy
In early November, we welcomed Alessandro Bondavalli as our new Head of Sales. Alessandro brings strong international sales experience with over 15 years in B2B sales and sales leadership, multiple language skills, and a deep understanding of the German and Italian markets — two countries that are central to our growth strategy. Alessandro has built and tuned the sales processes of several companies and successfully lead sales teams to achieve substantial growth.
“I’m thrilled to join Priceff at such an exciting moment,” Alessandro says. “Dynamic pricing is evolving fast, and Priceff has exactly the kind of smart, automated approach companies are looking for.”
Heikki Lummaa transitions from CEO to Board Member
After steering Priceff through critical years of product and customer growth, our current CEO Heikki Lummaa will move into a Board Member role on 1 December 2025. This shift allows Heikki to focus on strategic development while supporting the leadership team as Priceff scales.
“This is the right moment to strengthen the team for the next stage,” Heikki says. “Our product and customer traction are in great shape — now it’s time to push for bigger international growth.”
A big push for growth
These changes underline Priceff’s ambition: expand in key European markets, build stronger local presence, and continue delivering a pricing engine that makes life easier — and results better — for our customers. With new leadership in place and a new product version around the corner, we’re gearing up for our strongest year yet.
About Priceff
Priceff is a dynamic, demand-driven pricing solution that helps companies maximize revenue, balance demand, and automate pricing with transparency and ease. Our technology is widely used in car rentals, ferry operations, and venues with entry tickets — including spas, theme parks, and water parks — where demand can shift quickly and pricing needs to keep up. Born in Finland and used across Europe, Priceff combines smart algorithms with a practical interface to make pricing fairer, faster, and more profitable. Learn more at www.priceff.com.
