Our story:

Price Theory started in late 2022 when co-founders Tulio and Andy joined forces after years of working together as marketing and pricing consultants. Specializing in early-stage startups for most of their career, their work as brand and pricing marketing experts led them to answer a question that all companies ask themselves: how the heck do we price our products? 

They went on an insight-gathering mission and met with industry experts in the B2B SaaS world — from product directors to sales engineers, procurement managers, and finance teams — and landed on a solution that supports teams throughout their sales cycle, so they can better articulate the price of their products and features using value-based pricing (Click here to learn if value-based pricing is right for you!).

Partnering with Karim Chemaly and his development team, Price Theory grew from a pair of consultants to a cutting-edge pricing strategy builder, with new Configure, Price, and Quote (CPQ) functionalities added periodically and many more to come. 

Our Team

  • Tulio Espinoza

    Tulio is a GTM strategy expert with over a decade of digital and performance marketing experience. As the co-founder of Price Theory, He supports customers in their process of discovery and prospecting the right target audience, price packaging, and acquisition strategy.

  • Karim Chemaly

    Karim has been building products for startups and Fortune 500 companies for the past 15 years. He enables Price Theory users to have a seamless and performant experience on the app.

  • Andy Rooks

    Andy is the co-founder of Price Theory and a leading expert in B2B pricing and GTM strategies. Formerly CMO of Just Salad and VP at Citibank, he's also a TechCrunch Disrupt speaker and Pricing Expert in Residence at First Round Capital. Andy holds an MBA from NYU Stern.

  • Eli Marx-Kahn

    Eli is a product marketer and serial entrepreneur who uses the principles of cognitive science to create differentiated, lasting value for customers. He is the GTM lead at Price Theory and looks forward to helping you maximize value for your business.