Orb has introduced a refreshed brand identity that underscores a fundamental shift in how modern software companies manage revenue in an increasingly AI-powered economy. The update reflects a growing reality for technology businesses: revenue is no longer a static function reviewed after the fact, but a continuously operated system shaped by real-time usage, costs, and pricing decisions.
As AI adoption accelerates, traditional seat-based pricing models are proving difficult to sustain. Usage now fluctuates dynamically based on factors such as inference volume, model selection, and automated workflows, creating highly variable cost and margin structures. In response, many companies are transitioning to usage- and outcome-based pricing to protect profitability. What differentiates today’s environment, however, is the pace and scale of change.
Orb reports that its largest AI-native customers process millions of usage events every second, with some adjusting pricing continuously as demand patterns evolve. Even companies that are not AI-native are moving more quickly, shifting from annual pricing updates to quarterly—and increasingly monthly—iterations. As AI agents take on more direct execution of work rather than simply assisting users, the pressure to adapt revenue models in real time continues to intensify.
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“What we see across customers is that revenue is no longer something you set once and reconcile later,” said Alvaro Morales, co-founder and CEO of Orb. “Teams are adapting pricing as usage, costs, and products evolve, and the systems behind revenue need to keep up.”
Orb’s recent product developments are designed to support this operating reality. Tools such as Orb Simulations allow teams to test pricing scenarios before deployment, while AR Aging provides finance leaders with real-time insight into cash collection and exposure as usage changes. Combined with Orb’s billing, invoicing, and revenue workflows, these capabilities create a continuous loop connecting pricing decisions, execution, and analysis from a single source of truth—a discipline Orb defines as revenue design.
The company’s architecture, built to preserve raw usage data over time, enables businesses to reinterpret usage and refine revenue strategies without rework. Orb’s new brand reflects this shift already underway among its customers: revenue is now actively designed and operated, not merely billed.
