Wise Athena

Wise Athena develops artificial intelligence software for consumer packaged goods (CPG) companies focused on pricing, trade promotion and revenue growth management (RGM). The platform helps CPG firms of any size securely access their sales data and optimize both margin and volume, using algorithms that analyze large volumes of sales data points to predict pricing strategies and forecast promotional outcomes.

The current product positioning centers on "Digital RGM Agents" powered by the company's AthenaMind layer: software agents embedded into pricing, promotion and portfolio workflows that run continuously alongside commercial teams. Advertised capabilities include price curves and optimal pricing, elasticity mix, promotion opportunity identification and value-destroyer detection, live forecasting, competitor scenario modeling, cost and pass-through analysis, retailer-level optimization and data guardrails. Earlier generations of the product were marketed as "Athena" and "Athena 2.0," a one-click RGM optimization solution offering a 360-degree view of each SKU in a portfolio, along with a methodology the company calls Athena's Journey.

The company states its mission is to help CPG companies make faster and more precise pricing, promotion and revenue growth decisions, and its stated vision is to become a global leader in pricing technology. Its team combines CPG domain experts with data science and IT staff.

Founding story

The company was created by Alfonso Vázquez, who had more than 15 years of experience and several corporate technology innovation awards, and Octavio Hinojosa, who had over 20 years of commercial experience in mass consumer goods companies. Technology development also involved Ricardo Flores, founder of a telecommunications operator, and Iosu Santurtun, a DevOps engineer with more than 15 years of corporate experience. The team initially built AI software aimed at reducing customer churn for telecom operators, an effort Vázquez describes as a failure because telco IT was a consulting-driven environment requiring heavy investment to compete with network vendors and large consultancies. After demonstrating the technology to the CFO of a consumer packaged goods company, who suggested it be applied to price setting then done in Excel and by intuition, the team pivoted to AI-based price optimization for CPG.

Business model

Wise Athena sells software to enterprise CPG manufacturers; a Techstars company profile categorizes it under SaaS, artificial intelligence, machine learning and business intelligence platforms. A co-founder has described the economics of enterprise SaaS for large companies as substantially more profitable in the United States than in Europe, which informed the company's market focus.

Software product sold to CPG companies, supported by a customer success organization that clients describe as an extension of their internal teams.

Traction

As of mid-2019 the company reported ten large customers in Mexico and the United States. The company's website states that billions of price recommendations have been generated and validated in-market, and cites customer outcomes including roughly 2% margin uplift as a percentage of net sales, a 60% reduction in value-destructive promotions, and a reduction in annual promotional planning time from two months to one week. Published case studies describe an 8% revenue increase from AI-optimized pricing in snacks, a 30% improvement in promotional ROI in dairy and a 25% gain in trade spend efficiency in beverages.

Latest developments

The company's current positioning is built around Digital RGM Agents and RGM Copilots powered by AthenaMind, marketed as an operating layer for revenue growth management that runs pricing, promotion and portfolio decisions continuously. Customer success stories published in January, February and March 2026 cover AI-optimized pricing in snacks, promotion optimization in dairy and promotion simulation in beverages.