"We built the tool we needed at the brand."
Nina Johansson spent six years at a Chicago-based retail analytics firm before founding Orbivex. Her work put her directly inside the pricing process at mid-sized consumer brands — sitting next to the analysts pulling the exports, watching them reconcile three separate channel reports into a single spreadsheet every morning, and then making repricing decisions on data that was already a day old by the time they had it.
The moment that crystallized the problem was in 2023: a brand she was working with lost an estimated 7 points of margin over a six-week holiday window because a key competitor had dropped prices on Amazon and the brand's weekly pricing review didn't catch it until week four. The data was technically available — it was just scattered across sources no one had unified. The analyst wasn't failing. The tooling was.
The tools available at the time were either full enterprise suites at $1,500/month with an 8-week implementation — priced for brands with a dedicated revenue management team — or basic price scrapers with no margin calculation layer at all. The brands that needed help most were managing 200-800 SKUs across three channels with a one-person or two-person pricing function. Nobody was building for them.
Orbivex was founded in Chicago in early 2025 to close that gap. The goal is not to be the most feature-rich pricing platform. Orbivex is not a general-purpose revenue management suite, not an enterprise demand forecasting system, and not a competitor intelligence tool for brands with a 20-person analytics team. It is one thing: the fastest way for a pricing analyst or brand manager at a multi-channel consumer brand to know what to reprice, in what direction, and what the margin impact will be — before they make the call.
Small team. Focused problem.
Nina Johansson
Six years in retail analytics before founding Orbivex in 2025. Saw the same spreadsheet-based pricing workflow at brand after brand — and the same margin erosion pattern each one couldn't see clearly until it was too late.
Arjun Kapoor
Previously built real-time ingest pipelines at a logistics data platform. At Orbivex, architects the price indexing engine — the system responsible for the 15-minute competitive data cadence across all indexed channels.
Dara Mensah
Designs data-dense interfaces for analytical buyers — the kind of person who thinks in information hierarchy, not visual decoration. The Orbivex dashboard was designed in direct sessions with working pricing analysts, not from a SaaS interface template.
Rio Sánchez
Owns onboarding and ongoing success for every Orbivex customer. Background in pricing consulting at a consumer goods advisory firm — meaning Rio's first conversation with a new customer is about the pricing problem, not the software.
Three principles. Each one a reaction to something we saw done badly.
Precision over approximation.
Margin is a precise number. "Roughly" and "probably" do not belong in a pricing decision that affects gross margin at the SKU level. Every figure we surface — competitive gap percentages, margin deltas, repricing impact forecasts — is calculated from actual data fed into the platform, not estimated from category benchmarks or industry averages. When we don't have enough data to be precise, we show confidence ranges rather than false precision.
Analyst-first design.
We build for the person who actually makes pricing decisions — the analyst who opens the tool at 7:45 AM and needs to know what to act on before the standup. Not for the VP who asks for a dashboard summary once a month, and not for the consultant who needs a presentation export. Every interface decision starts with: what does the analyst need to do next, and what information do they need to decide it? Everything else is noise we choose not to build.
Transparent pricing of our own pricing tool.
We publish our prices publicly, in plain sight, with the tier math visible — no "contact us for pricing" gates, no undisclosed discounts for different company sizes unless the usage genuinely differs. If we're building tools to help brands price with clarity, the minimum standard is to price our own product the same way. The prices on our pricing page are the prices. That's all.
Questions about fit? Talk to us directly.
We're a small team. Every inbound message goes to Nina or Rio personally — not a support queue.