What Goes Into the Pricing Intelligence Agent?

The current version generates a Standard Analysis and an Advanced Analysis from a pricing page URL. Let's explore this agent to see what it can do for you and how it works.

How can you use this?

There are 3 main use cases:

1. Evaluate your own pricing
2. Compare your pricing with your competitors
3. Evaluate pricing as a buyer

These work together to give you a 360-degree view of your pricing. Understanding pricing of your competitors and comparing it to your own pricing, and getting a buyer's perspective, are all critical inputs into pricing renewal.

Evaluate your own pricing

This is the first way most people are using this agent. They put in their own pricing page and look at the results. Some companies that do not make their pricing public feed the URL for their internal pricing documents.

The agent extracts data from the pricing page, enhances it, and then runs several different analyses. The agent generates a snapshot of the current state of pricing, identifies strategic imperatives, looks at how value is created, and then assesses the pricing model using Michael Mansard's COMPASS framework and provides a Pricing SWOT (Strengths, Weaknesses, Opportunity, Threats).

This provides product managers, sales teams, and pricing leaders with insights about their own pricing and direction on what they need to improve.

Benchmark competitors

The competitive alternatives are always relevant to pricing. One of the best ways to use the Pricing Intelligence agent is to get reports on all the competitive alternatives and compare them. Comparing the Pricing SWOTs and the performance of each pricing model on the COMPASS framework is a good place to start.

The buyer perspective

Buyers are also concerned with pricing models, and this goes beyond just the price (the number on the price tag). The pricing model (what the pricing tag goes on) also has a big impact on the long-term success of any purchase. Value is an especially important part of this. Pricing Intelligence reports have a section on value. Comparing the Ideal Customer for each solution and the value delivered for different use cases plays an important part in modern buying processes.

Different reports for different purposes

Pricing Intelligence currently provides two reports, a Standard Report (30 credits) and an Advanced Report (120 credits). Over the coming months, we will be adding additional reports at a pace of about one per month.

The Standard Report

This report covers the essentials. One can generate up to six reports with just the 200 free credits that every user gets each month. It is most useful to get a quick understanding of a pricing page and to decide if an Advanced Report is needed.

The Advanced Report

The Advanced Report is equivalent to or superior to a pricing page analysis done by an experienced pricing consultant. These can cost anywhere from $5,000 to $30,000 when performed by human consultants, depending on the consultant's experience, brand, and the depth of the report.

The Advanced Report includes:

1. A snapshot of the current state of pricing
2. A strategic analysis
3. A value analysis
4. The pricing framework and competitive positioning
5. A Pricing SWOT (Strengths Weaknesses Opportunities Threats)

There are also three appendices for those who want to go deeper:

1. A full 14-factor COMPASS assessment
2. A value model (EVE) summary
3. Value Capture by Segment and Use Case
4. The Pricing Model and Price Curves

How the Pricing Intelligence agent works

The valueIQ Pricing Intelligence agent is much more than a wrapping on a large language model (LLM) or even a series of fancy prompts. It is built on Lovable and uses Vellum as its AI middleware and routing component.

In addition to a number of LLMs, it uses a set of proprietary data sources to enrich its reasoning.

A network of sub-agents

The current version of the agent uses 6 sub-agents:

Data Extraction Agent - extracts and organises all the data on a pricing page

Data Enhancement Agent - goes out, finds more information, and integrates it with the data already extracted

Pricing Analyst Agent - this agent does the heavy lifting. In addition to carrying out the analysis, it regularly updates its knowledge base on pricing to stay current with emerging practices, like credit-based pricing.

COMPASS Agent - this agent applies the COMPASS framework.

Synthesis Agent - this agent pulls all the pieces together and runs QA rubrics to test the quality of the outputs.

Report Generating Agent - takes the data and analysis from the Synthesis agent to generate the different types of reports.

COMPASS

COMPASS or Choice of Optimal Metrics for Pricing Agentic Systems & Solutions is a framework developed by Michael Mansard from Zuora and Steven Forth from valueIQ to evaluate and organize pricing models and help people understand when to use different models.

This framework tests the pricing model against 14 factors that are used to see if the pricing model is fit for purpose:

1. Value Alignment - Directional Alignment, Time to Value Alignment
2. Feasibility - Measurability, Auditability
3. Acceptability - Understandability, Mutual Acceptance
4. Attributability - Clear Value Alignment, Defensability Over Time
5. Predictability - Forecastibility, Commitment Enabling
6. Customer Centricity - Growth Friendliness, Competitive Differentiation
7. Profitability - Cost Scalability, Value > Price > Cost

Pricing SWOT

A SWOT (Strengths Weaknesses Opportunities Threats) analysis evaluates the company on external and internal factors. A Pricing SWOT is a SWOT that uses COMPASS, value modeling, and other pricing analysis to inform pricing strategy.

A Strategic SWOT connects Strengths to Opportunities and Weaknesses to Threats.

What comes next? The Value Sales Agent

Later in January 2026, valueIQ will introduce a Value Sales agent. This agent generates a value model and then configures it for a specific deal. The deal owner can then enter into a conversation with the agent about the deal and see how to position value in the sales process. Various types of value presentations are also generated.

Check out the Pricing Agent now to see how AI will change how we execute on pricing.