Helsinki, Finland – November 21, 2025 – Big things are happening at Priceff. To accelerate our international growth and support the upcoming launch of the new Priceff platform, we're strengthening our leadership team.
A new CEO who knows the company inside out
Kim Martesuo will take over as CEO on 1 December. He knows the company inside out; he has been the driving force behind Priceff's technology roadmap in his role as CTO. With the deep understanding of customer needs and a clear product vision, Kim is ready to lead Priceff into its next chapter.
"We're about to release a refreshed and more powerful version of our platform. It's built for scale, easier integrations, and smarter automation. And with new features like competitor monitoring, we're adding even more value on top of our core demand-based pricing engine," Kim Martesuo, CEO at Priceff, explains.
"Strategically, we want to focus on three areas: strengthening our sales process; improving the efficiency of our ways of working through automation and the new version of Priceff; and advancing our platform with new innovations so we can serve both existing and new customers better," says Kim Martesuo, CEO at Priceff.
A new role for outgoing CEO Heikki Lummaa
After steering Priceff through critical years of product and customer growth, current CEO Heikki Lummaa will move into a Board Member role on 1 December 2025. This shift allows Heikki to focus on strategic development while supporting the leadership team as Priceff scales.
"This is the right moment to strengthen the team for the next stage. Our product and customer traction are in great shape — now it's time to push for bigger international growth," says Heikki Lummaa, Board Member at Priceff.
These changes underline Priceff's ambition: expand in key European markets, build stronger local presence, and continue delivering a pricing engine that makes life easier — and results better — for our customers. With new leadership in place and a new product version around the corner, we're gearing up for our strongest year yet.
Priceff is a dynamic, demand-driven pricing solution that helps companies maximize revenue, balance demand, and automate pricing with transparency and ease. Our technology is widely used in car rentals, ferry operations, and venues with entry tickets — including spas, theme parks, and water parks — where demand can shift quickly and pricing needs to keep up. Born in Finland and used across Europe, Priceff combines smart algorithms with a practical interface to make pricing fairer, faster, and more profitable.
