Why 2026 will redefine how software companies design revenue

Modern software and AI companies are experiencing a significant shift in how they approach pricing, which has emerged as a critical and constrained growth lever. Traditional pricing models are becoming obsolete due to the dynamic nature of AI-driven products, which have variable costs, unpredictable usage, and fluctuating customer value. This complexity has resulted in fragmented and uncoordinated ownership of pricing across different company functions such as engineering, finance, product, and go-to-market teams. To address these challenges, a new approach called revenue design is emerging, which treats pricing as a continuous, integrated system connecting product, engineering, and finance through a loop of design, execution, analysis, and iteration. Companies require a robust infrastructure that can handle the complexity of modern pricing, which legacy billing systems cannot support. Orb has focused on developing this infrastructure by offering simulations, flexible pricing models, customer-facing transparency, and agile billing operations. By 2026, Orb aims to transform pricing into a comprehensive operating system, enabling cross-functional collaboration and strategic decision-making, ultimately positioning revenue design as a key competitive advantage.

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