What Profit 2 does

Profit2 is a privately held margin and pricing optimization consulting firm founded in 2001 by former distribution executives Dave Roller and Paul Parsons, headquartered in Overland Park, Kansas. The firm serves exclusively US wholesale distribution companies — primarily in HVAC, electrical, plumbing/PVF, MRO industrial, and janitorial/food service verticals — with an average client size of $75-80M in revenue and a minimum threshold of approximately $20-25M. Over 25 years, Profit2 has completed pricing programs with 300-350+ distributor clients, delivering average margin improvements of 1.6-1.7 points on total sales.

The firm's core technology is an ERP-agnostic pricing analytics platform that connects to clients' existing ERP systems — P21, CSD, SX.e, NetSuite, and Eclipse — to extract transaction-level data, analyze pricing patterns, replicate the client's pricing system on Profit2 servers, and push optimized pricing records back into the ERP. Profit2 does not sell software; instead, it provides analytical labor plus proprietary 25-year benchmarking data across HVAC, electrical, plumbing, and MRO segments. Core service offerings include the Margin Optimization Program, ERP Pricing Activation, ERP Conversion Support, Customer Stratification Consulting, and Sales Team Price Utilization Training.

Profit2 operates a professional services business model with one-year initial consulting contracts, fees determined by client data size rather than seat-based or transaction-based pricing, and no software purchase required. The firm employs 25 dedicated pricing experts and generates demand through content marketing (articles, webinars, white papers, podcast appearances), an interactive Profit Calculator lead-capture tool, and active presence at industry conferences. Distribution channels combine direct sales-led outreach to distribution executives with channel partnerships through Affiliated Distributors (5+ years, 100+ members served) and IMARK (announced January 2024). The firm is founder-owned with no disclosed external PE or VC backing.

Name

Profit 2

Legal name

Profit2

Website

https://profit2.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Profit2 is a US-based pricing and margin optimization consulting firm serving wholesale distributors in HVAC, electrical, plumbing, and MRO industrial segments, using ERP-agnostic analytics to deliver average margin improvements of 1.6-1.7 points.

Ownership category

akta.pro rank

Product category

Pricing and Margin Optimization Consulting

NAICS

Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121)

akta.pro primary industry

Compensation, Benefits & Rewards Consulting (BPAHAGAF)

Keywords

• Pricing optimization consulting
• Margin improvement services
• Wholesale distribution consulting
• ERP pricing activation
• Distribution pricing strategy

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Margin Optimization Consulting: Professional services engagement where Profit2 analyzes a distributor's current pricing system, makes specific recommendations, and provides ongoing support. Clients hire on a one-year initial contract. Fees are straightforward and predictable, determined by actual customer data submitted. IMARK members can increase margin within 12-14 weeks with payback in 60 days after going live.
2. Pricing Analysis & Recommendations: Profit2 performs complete analysis of client pricing systems including analyzing every sale, identifying where margin is lost, recommending improvements, and continuing support to achieve long-term results. No software to buy; the firm does the analytical work while clients retain control of their pricing system.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Profit2 is a professional consulting firm that helps wholesale distributors optimize pricing and increase margins. The firm extracts transaction data from clients' existing ERP systems (P21, CSD, SX.e, NetSuite, Eclipse), analyzes pricing patterns at the customer-item level, and delivers specific margin improvement recommendations. Profit2 does the analytical work itself so clients retain ownership of their pricing systems without buying new software.

Product overview

Profit2 is a margin optimization consulting firm founded by distribution executives, offering a single integrated service portfolio focused on helping distributors safely increase margin by 1-2 points. The core offering consists of a Margin Optimization Program that extracts and analyzes transaction data from clients' existing ERP systems, identifies pricing improvement opportunities, and delivers specific recommendations. This core service is supported by specialized modules including Pricing Benchmarking Analysis, Preliminary Analysis, Customer Stratification Consulting, Sales Team Price Utilization Training, ERP Pricing Activation, and ERP Conversion Support. The company also provides educational content through Webinar Series, benchmarking videos (AD HVAC-Plumbing and Electrical Video Analysis), and a Profit Calculator Tool. A dedicated IMARK Profit Optimization Service is available for IMARK member distributors. All services are delivered through consulting engagements without requiring clients to purchase additional software—Profit2 works within clients' existing ERP infrastructure (P21, CSD, SX.e, NetSuite, Eclipse).

Differentiator

Problem solved

Functional benefit

Products and services

• Margin Optimization Program Core consulting service that analyzes distributor transaction data from ERP systems, identifies pricing improvement opportunities, and delivers specific margin enhancement recommendations. Average client gains 1.6 to 1.7 margin points on total sales.
• Preliminary Analysis Entry-level assessment that shows distributors how they compare on key benchmarks, where they are underpriced, how much they can increase margin, and what steps to take to gain sales team support.
• Pricing Benchmarking Analysis Comparative analysis service that benchmarks distributor pricing practices against industry leaders across key metrics including margin differentiation, customer segmentation, and sales team price utilization.
• IMARK Profit Optimization Service Specialized service offering for IMARK member distributors that provides profit optimization utilizing Profit2's technology and pricing expertise to optimize distributor profits without requiring additional software investment.
• ERP Pricing Activation Service that activates underutilized pricing capability within existing ERP systems. Takes approximately 12 weeks to implement with first margin data typically available by day 15 and 1.5-3 margin points of improvement within 90 days.
• ERP Conversion Support Assistance for distributors migrating from legacy to new ERP systems, including pricing record migration, elimination of counterproductive pricing, and training on new pricing systems. Case study showed 3 points margin increase in first year.
• Customer Stratification Consulting Service helping distributors enrich customer segmentation for pricing using transaction data and key metrics to differentiate pricing across customer segments beyond traditional industry-based stratification.
• Sales Team Price Utilization Training Training and coaching service that helps sales organizations understand pricing strategies, improve pricing discipline, and increase system price utilization rates from typical 50-70% levels to 85%+.

Quantifiable outcome

• Average margin gain of 1.6-1.7 points on total sales in year one
• +7 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• IMARKcoreStrategic or Co-development Partner · 1 January 2024Profit2 is a Service Provider Member of IMARK, providing members with a Profit Optimization Service that utilizes leading-edge technology and pricing expertise to optimize distributor profits. IMARK members can increase margin within 12-14 weeks with payback in 60 days after going live with new pricing. Dave Roller states Profit2 brings 25 years of business and over 300+ successful pricing programs, many with IMARK members.
• Affiliated Distributors (AD)coreStrategic or Co-development Partner · 1 January 2019Profit2 has been a preferred service provider with Affiliated Distributors for over 5 years. Has helped over 100 AD members safely increase margin an average of 1.7 points on total sales while preserving and growing volume. Provides complimentary pricing and ROI analysis to AD members. Profit2 maintains booth presence at AD conferences.
• HARDI (Heating, Air-conditioning & Refrigeration Distributors International)minorOthersIndustry association partner. Profit2 founder Dave Roller featured on HARDI's Products and Services blog. Profit2 attends HARDI Annual Conference. Dave Roller article 'Turning Chaos Into Opportunity' published on HARDI's blog.
• TUG (Distribution Technology User Group)minorOthersIndustry user group partner. Profit2 attends TUG Harmony conference. Provides education and networking opportunities with distribution technology users.
• Eclipse Users GroupminorOthersIndustry user group partner. Profit2 attends Eclipse Users Group Encounter 2026 conference. Dave Roller has appeared on Eclipse Users Group content.
• P21WWUG (Prophet 21 Worldwide Users Group)minorOthersIndustry user group partner. Profit2 attends Profit21 Worldwide Users Group Connect 2026 conference.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zilliant: Provider of B2B pricing optimization and sales analytics software purpose-built for industrial distributors and manufacturers. The closest direct competitor to Profit2's pricing optimization offering, although Zilliant sells a SaaS platform rather than a services engagement.
• Vendavo: B2B price optimization and margin management software vendor serving manufacturers and distributors across multiple verticals. Directly comparable to Profit2 in target customer and problem solved, with a software-centric delivery model.
• Vistaar Technologies: Pricing and revenue management platform for distribution and manufacturing. Competes with Profit2 for the same wholesale distribution buyer, particularly in pricing analytics and price realization initiatives.
• Pricefx: Cloud-native pricing software vendor serving B2B distributors and manufacturers. Adjacent competitor offering a productized version of much of the analytics Profit2 performs manually.
• Revenue Management Solutions (RMS): Pricing services and technology firm focused on consumer-goods manufacturers and distributors. Comparable in delivery model (services + analytics) and customer profile, though operating primarily in consumer goods rather than industrial distribution.
• Wiglaf Pricing: B2B pricing strategy consulting firm serving industrial and distribution clients. Closely comparable in delivery model (pure pricing consulting) and target audience (B2B sales leadership).

Broad incumbents

• PROS: Larger, publicly listed AI-powered pricing and revenue optimization vendor. Overlaps with Profit2 in B2B pricing optimization but addresses a broader set of industries (airlines, manufacturing, distribution) at a much larger scale.
• Simon-Kucher: Global consulting firm specializing in pricing, monetization and sales strategy. Overlaps with Profit2 in pricing strategy advisory but at far greater scale, broader geographic reach, and serving a more diversified client base.
• Bain & Company (Pricing Practice): Top-tier global consultancy with a dedicated B2B pricing practice serving large manufacturers and distributors. Competes for the same enterprise pricing optimization engagements as Profit2, but at significantly higher price points and broader scope.

Emerging players

• Competera: AI-driven pricing platform for retail and wholesale. Emerging competitor bringing modern AI/ML capabilities to the same pricing problem Profit2 addresses through manual analysis.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/profit2

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Profit 2