Why Lunarra
Lunarra helps organisations improve pricing and commercial decision-making in situations where judgment matters as much as data.
Rather than treating AI as a replacement for human expertise, Lunarra focuses on research-led, human-in-the-loop decision support — combining structured analysis, domain understanding, and emerging AI techniques to support better commercial outcomes.
This work is grounded in both academic research and real-world experience with complex pricing, negotiation, and approval processes, particularly in B2B and technology-driven contexts.
How We Work
Lunarra works through focused, scoped engagements designed to support better commercial judgment rather than automate decision-making end to end.
Each engagement combines structured analysis, domain context, and selective use of AI to clarify trade-offs, surface risks, and support informed decision-making. The emphasis is on human-in-the-loop support, transparency, and practical relevance rather than black-box optimisation.
Work is typically exploratory, iterative, and proportionate to the decision at hand.
Experience
Lunarra is led by a practitioner-researcher with over two decades of experience in pricing, deal structuring, and commercial decision-making across global B2B and technology organisations.
This experience is complemented by ongoing academic research into AI-assisted decision support and negotiation, with a focus on how emerging techniques can support — rather than replace — human judgment in complex commercial contexts.
Who We Work With
Lunarra works with organisations facing complex pricing and commercial decisions, particularly where standard tools or rules-based approaches fall short.
Typical engagements involve:
B2B SaaS and technology-driven companies
Commercial, pricing, and deal-approval teams
Public-sector and government-adjacent organisations
Let's Talk
If you’re exploring pricing improvement, commercial decision support, or AI feasibility, feel free to get in touch.
