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Optimus Price and Athena Merge to Create AI Based Pricing Solution

Optimus Price, a solution for pricing automation and sales forecasting, and Athena, a specialist in price and competitor monitoring and digital marketing applications, have announced the signing of a strategic agreement to merge both companies under one single entity.

Through this partnership, both companies aim to create a unique Artificial Intelligence (AI) founded SaaS that unifies all pricing and stock management processes in one solution. This will position Optimus Price as one of the most suitable solutions in the market for retail, in terms of functionality, ease of configuration and effectiveness.

Optimus Price provides the first tool in the market for online and offline retailers to cover the end-to-end of their pricing and stock management decision chain. It allows companies to understand their clients’ purchase behaviour, automatically optimising margins and providing pricing strategies while increasing efficiencies in regards to stock management and procurement processes.

Carlos Fenollosa, CEO of Optimus Price, said: “this agreement is highly strategic to us, as it will massively reinforce our product offering. Through it, we will be able to provide tools to aid pricing and stock management decisions in an even more accurate manner than what we have been doing over the last years.”

Following this agreement, both companies will be folded under the Optimus Price brand. Xavier Tous, founder and CEO of Athena, will join Optimus Price as General Manager, with Athena’s team being integrated into the Optimus Price structure. Carlos Fenollosa will continue in his CEO role.

“The merge builds upon both companies’ track record and will allow us to stay on top of this rapidly changing market,” said Xavier Tous, CEO of Athena. “The combination of our technologies, existing commercial agreements and innovative products bring the right mix to solidify our positioning within the space.”

Athena was founded in 2016 and provides unique technologies related to competitor monitoring and digital marketing, allowing retail companies to perform more intelligent decisions in regards to pricing and customer acquisition, as well as to optimise their advertising and promotion returns.

Optimus Price was founded in 2017 and is a leading solution in regards to price and stock intelligence. Headquartered in Barcelona, Optimus Price applies AI algorithms to increase benefits while reducing costs throughout stock optimisation and sales forecasting.


  • Polly is a journalist, content creator and general opinion holder from North Wales. She has written for a number of publications, usually hovering around the topics of fintech, tech, lifestyle and body positivity.

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