Revenue Management Labs

What Revenue Management Labs does

Revenue Management Labs (RML) is a boutique pricing consultancy founded in 2015 in Toronto by Michael Stanisz and Avy Punwasee, both former senior revenue management practitioners from Anheuser Busch InBev and Ford Motor Company. The firm advises enterprise and mid-market clients on pricing strategy, discount discipline, price architecture, and value-based pricing, and embeds AI directly into each engagement through four proprietary tools: a Demand Sensitivity Tool that measures lane-level price response, a Willingness-to-Pay Model that surfaces defensible price distributions by segment, a Pricing Calculator for sales-team use, and an Executive Dashboard that tracks forecasted versus actual price actions. Delivery is organized around three pillars — Advise (strategy and direction), Build (custom AI pricing tools), and Change (adoption and execution support) — and is structured as bespoke, multi-year consulting projects with project-based pricing. RML sells exclusively through direct consultative sales, with no software product or third-party channel distribution.

The firm serves six verticals: Manufacturing & Distribution, Software & Technology, Consumer Goods & Services, Business Services, Healthcare & Life Sciences, and Private Equity. Its customer base is a mix of enterprise and mid-market organizations; named engagements include a $200M transport services company, an industrial camera market leader, a top-10 frozen desserts manufacturer, an RV parts manufacturer, an aircraft tire manufacturer, and an animation software company, among others, with reported client outcomes ranging from +31–34% profit and margin improvement to +100% revenue growth at a SaaS client. Operations are run from offices in Toronto (headquarters at 123 Front Street), New York (400 Madison Ave), and London, with a stated service reach across North America and Europe.

Revenue Management Labs monetizes entirely through professional services fees tied to customized engagements, with no publicly disclosed pricing tiers or standard rate cards. The firm supplements its advisory work with proprietary research (annual Executive Pricing Benchmark surveys covering 330+ executives and four industry-specific reports), a podcast (The Pricing Guys Podcast, with 50K+ views and 6,000+ YouTube subscribers), white papers, and a training program delivered in partnership with negotiation expert John Shulman. The company is privately held by its founders, has no disclosed institutional investment or parent entity, and reports no funding rounds. Recognized team additions include a Chief AI & Tech Officer and a Partner leading AI, the CPG practice, and European expansion, reflecting continued investment in technical capability and geographic footprint.

Name

Revenue Management Labs

Legal name

Revenue Management Labs

Website

https://revenueml.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Revenue Management Labs is a boutique pricing consultancy that delivers AI-enabled pricing strategy, custom analytical tools, and execution support to enterprise and mid-market clients across manufacturing, software, consumer goods, business services, healthcare, and private equity.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Administrative Management and General Management Consulting Services (541611), Other Management Consulting Services (541618), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742), Services-Prepackaged Software (7372)

akta.pro primary industry

Pricing, Revenue & Commercial Analytics (BPAHALAM)

Keywords

• Pricing consulting services
• Revenue management advisory
• AI-powered pricing tools
• Value-based pricing strategy
• Price optimization consulting

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Pricing Consulting & Advisory Services: Revenue Management Labs generates revenue through bespoke consulting engagements focused on pricing strategy, price architecture, and revenue optimization. Services include advising on pricing direction, building custom AI-powered pricing tools, and enabling execution and change management. Engagements are tailored to each client's industry, data, and specific commercial challenges.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Revenue Management Labs is a boutique pricing consultancy that helps organizations develop and execute practical pricing solutions to maximize long-term revenue and profitability. Engagements span three service pillars: Advise (pricing strategy and direction), Build (customized AI-powered pricing tools such as demand sensitivity, willingness-to-pay, and pricing calculators), and Change (adoption and execution support). Each engagement is tailored to the client's industry dynamics, data, and specific commercial levers.

Product overview

Revenue Management Labs is a pricing consultancy that operates across three core service pillars: Advise (pricing strategy and direction), Build (customized AI-powered pricing tools), and Change (adoption and execution support). The company delivers bespoke pricing solutions tailored to each client's industry dynamics, data, and market-specific levers. Their offerings include custom pricing strategy development, AI-embedded analytical tools, demand forecasting models, price optimization, price waterfall analysis, elasticity modeling, and sales enablement. The portfolio also extends to research publications including the annual Executive Pricing Benchmark Reports (2025, 2026), industry-specific benchmark reports for Industrial, Software & Technology, Business Services, and Consumer Goods sectors, training programs covering price increases, customer pushback handling, and value selling, The Pricing Guys Podcast for pricing thought leadership, a comprehensive Pricing Terms Glossary, and FAQs covering pricing fundamentals.

Differentiator

Problem solved

Functional benefit

Brands

• The Pricing Guys Podcast: A fast-paced and practical podcast hosted by Michael Stanisz and Avy Punwasee, the managing partners at RML. In 10–20 minutes, they unpack how strategic decisions, government policy, media headlines, and corporate leadership moves impact the bottom line.

Products and services

• Advise – Strategy & Direction Pricing consulting service that provides clear pricing direction grounded in evidence and research, including pricing strategy development, value-based pricing frameworks, and pricing governance design for enterprise clients.
• Build – Customized AI Pricing Tools Custom AI-powered pricing tool development tailored to a client's business needs. Embeds AI directly into pricing models to deliver faster analysis, sharper pattern detection, and compounding pricing intelligence, with deliverables such as demand sensitivity tools, willingness-to-pay models, pricing calculators, and executive dashboards.
• Change – Adoption & Execution Execution support and capability-building service that ensures pricing strategies stick within client organizations. Includes sales enablement, training, and implementation support to drive adoption of new pricing approaches across sales, marketing, and finance teams.
• Training Programs Bespoke training courses delivered in partnership with Alignor (John Shulman). Programs cover Achieving Price Increases, Handling Customer Pricing Pushback, and Selling Value, and include realistic simulations, self-assessments, videos, and facilitated workshops with analytics linked to business impact.

Quantifiable outcome

• 4.7% increase in net sales per pound for transport company ($200M annual revenue); ~$9M estimated incremental annual revenue
• +10 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• John Shulman (Independent Training Partner)coreImplementation/ SI/ Consulting PartnerJohn Shulman is an internationally recognized expert on negotiation, sales effectiveness, and game-based learning. He partners with Revenue Management Labs to deliver expert-led training programs including Achieving Price Increases, Handling Customer Pricing Pushback, and Selling Value. His expertise in how purchasing organizations are structured and what they require from strategic suppliers complements RML's pricing strategy capabilities, enabling end-to-end client value.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Pricefx: Cloud-native pricing software vendor offering price optimization, price setting, and management solutions; complements pure-play consultancies like RML with a product angle, increasingly competing for the AI-embedded pricing tooling budget.
• Ibbaka: Smaller specialized pricing consultancy and thought-leadership firm focused on B2B pricing, value-based pricing, and pricing for subscription/SaaS models; an emerging niche peer overlapping RML's Software & Technology vertical.

Broad incumbents

• Zilliant: B2B pricing and sales optimization software vendor delivering price optimization, price management, and rebate tools - a software-only counterpart to RML's AI-embedded pricing tool engagements, particularly relevant in distribution and manufacturing.
• Vendavo: Enterprise pricing and margin management software vendor for B2B companies, directly comparable to RML's Build pillar with deep manufacturing and distribution overlap and adjacent services for change management.
• Bain & Company (Sales & Pricing Practice): Global management consultancy with a sales-and-pricing capability serving consumer goods, technology, and industrial clients - competing for the same enterprise pricing engagements as RML at broader delivery scale.
• o9 Solutions: AI-powered integrated business planning platform spanning supply chain, demand planning, and revenue management; relevant because RML's Principal Victor Farnese led o9's Revenue Solution practice, giving it explicit overlap in the revenue management category.
• McKinsey & Company (Pricing Practice): Global management consultancy with a dedicated Pricing and Revenue Optimization practice, serving enterprise and PE clients across sectors overlapping RML's vertical footprint at a much larger scale.
• PROS Inc. Public provider of AI-powered pricing, revenue optimization, and configure-price-quote software to enterprise customers, overlapping RML's Build pillar (AI pricing tools) and serving many of the same verticals (manufacturing, distribution, services).
• Monitor Deloitte (Pricing & Revenue Management): The Big 4 pricing arm of Deloitte, delivering pricing strategy, monetization, and revenue transformation alongside technology implementation; competes directly with RML for large-scale enterprise mandates and PE portfolio work.

Direct peers

• Simon-Kucher & Partners: The largest pure-play global pricing and growth strategy consultancy, offering pricing strategy, monetization, and sales transformation - directly comparable to RML's Advise and Change pillars across multiple industries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLLG7W7_yTxP1A3Ro5R5nSpI7lLU3yKfQ0
• Xx.com/revenueml
• LinkedInlinkedin.com/company/revenue-management-labs

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Revenue Management Labs