Built by pricing veterans. Powered by precision.
We're on a mission to transform how companies approach one of their most powerful levers for growth and profitability — pricing.
How Ignize started.
A simple realization led to a clear conviction — and a new way to do pricing.
Ignize began with a simple realization.
After many years of working with some of the world's largest companies, Styrbjörn Horn and Andreas Westling kept seeing the same challenge: pricing decisions were often based on outdated methods, slow processes, inconsistent priorities, and incomplete insights. In a world that was moving faster every day, businesses were being held back by the very tools meant to guide them.
Ignize was founded on a clear conviction: pricing should be intelligent, adaptive, and built for real-world complexity. Not just theoretically sound, but practically powerful. The goal was never to add another tool to the stack, but to transform how companies approach one of their most powerful levers for growth and profitability.
This meant providing clarity and confidence to enable people to make better pricing decisions, faster — and across the entire organization, from central functions to local sales teams.
That conviction still drives everything we at Ignize build today. We want to help businesses navigate complexity, respond in real time, and unlock their full potential through smarter and better orchestrated pricing. Powered by decades of experience, our platform works alongside your team as a true co-pilot — continuously learning, adapting, and optimizing — so that every pricing decision becomes a competitive advantage.
Four steps to a true partnership.
We see ourselves as an extension of your team, not merely a supplier. That is why we believe in these four steps to create a collaborative and productive partnership.
Understand & Analyze
We begin by gaining a deep understanding of your business, market dynamics, and current pricing strategy — analyzing your data and identifying key opportunities to build a foundation for smarter decision-making.
Design the Strategy
Based on these insights, we design a dynamic pricing strategy together with you, tailored to your goals — defining models, rules, and frameworks aligned with your market and customer segments.
Implement & Integrate
Our platform integrates seamlessly into your existing systems. We ensure a smooth implementation, enabling your team to start using intelligent pricing tools without disruption.
Optimize Continuously
Pricing is never static. When the platform is in place our work isn't done — that's when the real effort starts. We continuously work with you to analyze, adapt, and optimize in real time.
Most pricing tools tell you what happened. Ignize tells you what to do next.
We built Ignize around a single belief: pricing should be a continuous, intelligent process orchestrated across the entire organization — not a periodic exercise aimed at a small team of specialists.
Deep Expertise, Built In
Ignize has been built by pricing veterans with 20+ years' experience working with global Fortune 500 companies. Experience that is embedded in every feature we ship, and in every pricing decision you make.
Generative Precision Pricing
Our AI continuously analyzes, adapts, and optimizes in real time — removing guesswork and giving your team the confidence to act without delay.
Results That Show Up on the P&L
Clients regularly see EBITDA improvements of 5% or more, even in mature markets. Pricing done well is one of the fastest levers for growth — and even more powerful for the bottom line.
A True Co-Pilot
We don't replace your pricing team, we amplify them — across your entire organization. Ignize works alongside product managers, sales teams, and pricing specialists to make every decision sharper.
The people building Ignize.
A founding team with three decades of pricing experience in industrial manufacturing — and a clear conviction that pricing tools have to work for the people using them.
Andreas Westling is a visionary leader driven by the potential of innovative technology and strategic pricing to fuel sustainable business growth. With over two decades of expertise in this field, Andreas knows that pricing is far more than a numbers exercise — it's a transformative lever that, when used effectively, can deliver substantial results, often driving EBITDA gains exceeding 5% even in mature industries.
Andreas began his career as an industrial pricing consultant. In 2007, he joined Navetti, a leading operational pricing firm, where he rose to CEO in 2012. Under his leadership, Navetti achieved a tenfold ARR growth and expanded its global footprint, ultimately resulting in the company's acquisition by Vendavo in 2018. Following the acquisition, Andreas led Vendavo's EMEA operations through a crucial integration phase and continued growth.
Today, as CEO and co-founder of Ignize, Andreas is helping to revolutionize the way businesses approach pricing. Ignize champions Generative Precision Pricing, leveraging advanced tools and systems to serve as a co-pilot for pricing specialists, product managers, and sales teams.
Andreas holds a Master of Science in Industrial Engineering and Management from KTH, the Royal Institute of Technology in Stockholm, Sweden.
Styrbjörn Horn is a pricing strategist, entrepreneur, and co-founder of Ignize, with a career defined by building things that did not yet exist.
He began his pricing work at Atlas Copco in 1994, where he quickly moved beyond the cost-plus methods that dominated industrial pricing at the time. Working directly with the company's ERP systems, he designed and built his own SQL database to create a more analytical, data-driven approach to spare parts pricing — early evidence of the instinct to combine domain expertise with technical solutions that would define his career. In 1996 Styrbjörn was headhunted by Ericsson, where he spent years working on large-scale IT systems and mobile internet infrastructure.
In 1999, he founded Mgage, a mobile applications and messaging company. Mgage developed Mobile Chat, a real-time communication service bridging mobile and web users, partnered with Ericsson Germany and D2 Vodafone, and was showcased at CeBIT 2001. The company was acquired by Aspiro that same year.
What followed was arguably his most significant contribution to the field: working with Atlas Copco Tools, Styrbjörn built what is believed to be the world's first web-based pricing system for a manufacturing company, and developed what was probably the first value-based pricing strategy ever implemented at scale in the industry. That work became the foundation for Navetti, the operational pricing firm he founded in 2002.
Navetti grew to become Europe's leading provider of price optimization software for large manufacturing organizations, expanding to over 100 employees across five countries with a 100% customer retention rate maintained throughout its entire history before being acquired by Vendavo in 2018.
In 2020, Styrbjörn co-founded Ignize with Andreas Westling. Ignize's Generative Precision Pricing platform acts as a continuous co-pilot for pricing teams, combining machine learning and advanced analytics to help manufacturing companies optimize the balance between customer value, competitive dynamics, and business performance.
Aleksandar Bozhinovski is a software developer, architect, and technology leader with deep experience in building full-stack software solutions. His expertise spans distributed systems, high-performance systems, big data, and complex integrations, with a strong focus on creating scalable and practical technology solutions that drive business value.
Aleksandar's career in software engineering started in 2004 at Netcetera Macedonia. A defining chapter was spending 12 years at Seavus Macedonia, where he served as Technical Lead and Software Architect, leading teams and designing robust software platforms. Since 2023, he has served as CTO at Ignize, with a mission to build the best pricing product possible.
In his role, Aleksandar leads software development and architecture, oversees security and technical strategy, and actively contributes to sales and pre-sales efforts. His focus is on aligning technology with product vision and business goals, while building a strong foundation for growth, innovation, and long-term product excellence.
Aleksandar holds a Bachelor of Science degree from the Faculty of Electrical Engineering and Information Technologies at Ss. Cyril and Methodius University in Skopje, North Macedonia.
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