Kimel named PROS Holdings, traded on the Nasdaq under the ticker associated with the brand name Software Pros, as a primary incumbent competitor. According to Kimel, PROS has been in the market since approximately the 1980s and carried a market capitalization of roughly $1.5 billion at the time of the interview. These figures reflect Kimel's characterization of a competitor and are not company-confirmed figures from PROS Holdings.
Kimel stated that enterprise pricing software from established competitors is not available for less than approximately $150,000 per year for an annual site license, with some licenses reaching $250,000 per year. He cited this pricing gap as the central market opportunity for Pricimetrics, which aims to serve smaller businesses that cannot afford those license fees. Kimel said he has personally used competitor software during his corporate career and understands both its capabilities and its limitations.