Ibbaka Performance Inc.
Founded 2020 · 6 employees on LinkedIn · 1 known investors
Ibbaka provides B2B SaaS pricing consulting combined with AI-driven tools, including a Value Model Generation Agent and pricing agents that build value and pricing models validated through interviews and data. It serves B2B SaaS sales and customer success teams aiming to increase ARR, retention, and net revenue retention through value-based pricing and selling.
Also known as Ibbaka · Ibbaka Performance Inc.
Investors · 1
Company profile
researched Aug 2026Ibbaka Performance Inc. is a Vancouver, British Columbia company that combines software and consulting to help business-to-business SaaS organizations set and execute value-based pricing. Its central method is the construction of value models — formal representations of the economic value a solution delivers to a customer — from which pricing models are derived and from which "value stories" and dashboards are generated for use by sales and customer success teams. The company positions this work as customer value management (CVM) and value-based pricing (VBP), aimed at higher win rates, larger average contract value, reduced churn, and improved net revenue retention.
The product line is delivered through the Valio pricing optimization and value management platform, supported by data and professional services. Ibbaka uses generative AI in a Value Model Generation Agent, which drafts a value model that is then validated through customer interviews, existing customer data, and synthetic data; complementary pricing agents connect the value model to pricing strategy for experimentation and optimization. Outputs include configurable value models, interactive value stories and visualizations, AI-powered analytics, and integrations with CRM and customer success tools. Earlier in its history the company also operated a talent/skills platform, Ibbaka Talent, alongside its market segmentation and pricing platform, Ibbaka Market.
Alongside its commercial offerings, Ibbaka publishes primary research: an annual survey and report on the monetization of generative AI for B2B applications (second edition based on research with more than 300 companies conducted in November–December 2024), and a Net Revenue Retention benchmarking survey run with growth equity firm PeakSpan Capital. It has also distributed free diagnostic tools, such as an online pricing-problem diagnostic released in 2021.
Founding story
Ibbaka's current form dates from the 2020 combination of the Ibbaka market insights and pricing platform with TeamFit (Nugg Solutions Corp.), a merger co-founders and managing partners Karen Chiang and Steven Forth attributed to customer demand for connected value/pricing and skills capabilities. Chiang later served as Chief Value Officer and Forth as CEO.
Business model
Ibbaka sells subscription software (the Valio customer value management and pricing optimization platform, including a packaged Foundation Edition) together with consulting and advisory services, supported by data and research offerings. Published pricing for the Foundation Edition is $750 per month, or $9,000 per year.
Recurring software subscriptions with published per-month/per-year pricing for the Foundation Edition, plus fees for professional services and consulting engagements.
Traction
Named customers and references include ABB, BMC Software, Becton Dickinson (BD), Simon Data, the Financial Times, Anglo American, Ryder, Servitly, and Widen. The 2024 AI monetization survey gathered responses from more than 300 companies.
Latest developments
In January 2025 Ibbaka launched the Foundation Edition, an AI-assisted customer value management package priced at $750 per month, and published its second annual AI Monetization in 2025 report, which found customer success agents to be the most adopted B2B AI application, identified four converging packaging patterns (agents, co-pilots, generators, and service-as-software), and reported growing use of flexible and outcome-based pricing models. Company communications also reference a joint AI agent monetization survey with Maxio.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Ibbaka presents itself as a specialist in customer value management and value-based pricing for B2B SaaS, and is described by PeakSpan Capital partner Sanket Merchant as a leader in helping B2B growth-stage companies improve packaging and pricing. Its AI monetization research is cited by pricing commentators including Mark Stiving of Impact Pricing and Michael Mansard of Zuora's Subscribed Institute.
The company emphasizes an explicit link between value models and pricing models, so that price can be justified against documented delivered value, and the use of generative AI to compress time-to-value for value modelling from months to days. The Foundation Edition is presented as a low-entry-cost route into customer value management.
Technology
Generative AI is used to generate value models via a Value Model Generation Agent, with validation against interview inputs, customer data, and synthetic data. Pricing agents derive pricing models from the value model. The platform provides configurable value models, dynamic value stories and visualizations, dashboards, AI-powered analytics, and integrations with CRM and customer success systems.
Go-to-market
Direct sales through pricing consultants and expert-led engagements, supported by content marketing: annual AI monetization and net revenue retention research reports, free diagnostic tools, customer testimonials, and co-marketing with investors and partners such as PeakSpan Capital and Maxio.
B2B SaaS and software companies, particularly growth-stage vendors, and their pricing, product, sales, and customer success teams; the company also cites enterprise customers in medical technology, industrial, publishing, transportation, and mining sectors.
Geography
Headquartered in Vancouver, British Columbia, Canada, with customers and partners in North America and Europe; the PeakSpan collaboration was announced jointly from San Mateo, New York, and Vancouver.
History
In March 2020, Nugg Solutions Corp. (dba TeamFit) acquired the Ibbaka market insights and pricing platform, and the combined business operated under the Ibbaka name, with TeamFit's skills platform renamed Ibbaka Talent and the segmentation, targeting, and pricing platform renamed Ibbaka Market. The company subsequently released a Value Pricing Dashboard, a free pricing diagnostic tool (November 2021), and the Ibbaka Valio customer value management and price optimization platform. It began an annual AI monetization research program, publishing the second annual survey in November 2024 and the resulting report in January 2025, and launched the Foundation Edition of its platform in January 2025.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 6
launches, deals, and filingsIbbaka announced the Foundation Edition, a generative AI-enabled customer value management package priced at $750 per month ($9,000 per year), intended to shorten time to value for value-based pricing programs.
Ibbaka published the results of its second annual report on generative AI monetization for B2B applications, based on market research and a survey of more than 300 companies conducted in November and December 2024. Findings included majority adoption of customer success agents, four converging packaging patterns, and growth in flexible pricing models.
Ibbaka announced its second annual survey on the monetization of generative AI for B2B applications, aimed at identifying packaging and pricing practices for AI-based applications.
Ibbaka and growth equity firm PeakSpan Capital announced a collaboration to help growth-stage SaaS companies optimize net revenue retention, including a joint 'Net Revenue Retention 2023' benchmarking survey.
Ibbaka published a free online diagnostic tool that guides organizations through a set of questions to identify the underlying causes of their pricing challenges. Design was led by value-based pricing expert Ed Arnold.
TeamFit acquired the Ibbaka market insights and pricing platform. The combined company operates as Ibbaka, with TeamFit's skill insights platform renamed Ibbaka Talent and the market segmentation, customer targeting and pricing platform renamed Ibbaka Market.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Ibbaka Performance Inc.ibbaka.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Ibbaka Performance Inc. do?
- Vancouver-based Ibbaka provides customer value management and pricing optimization software plus consulting for B2B SaaS companies.
- Who are Ibbaka Performance Inc.'s investors?
- Ibbaka Performance Inc.'s investors include WUTIF Capital.