The problem: Setting accurate prices on your product or service is something many companies struggle with. Usually you look at your margins and/or your competitors to try and come up with a suitable price. ...But there is another way. You can measure the true willingness to pay, in real time. This also allows you to differentiate who wants to pay, and what in your product or feature your customers like the most. What's next is automating this and building a software that brings this tool to every company who wishes to make data driven decisions. Why is this worth solving? We believe that many companies are leaving money at the table. We have seen from our experience in Atenga insights (our sister company) that when it comes too pricing, companies generally do not have a clue on how much they can price. It is more common to look at competitors and the company's margins, rather than willingness to pay. Furthermore, the data we gather also tells us who wants to pay what. This is differences in demographics, and the granularity in the data also provides insights into what they want to pay for. In simpler terms, you can find out exactly what drives that particular customer to buy your product, why and at what price. Vision: Allowing companies to autonomously launch a project to answer any version of questions relating to the willingness to pay. The initial version will allow for a 24-48h turn around but the ultimate goal is live updates.