Cuvama

Cuvama is a value selling platform that helps B2B software sales and customer success teams discover customer pain, sell on outcomes and reinforce delivered value, replacing static spreadsheets and one-off consulting work with collaborative software. The company was founded in London in 2017 as the boutique pricing consultancy mgpricing and pivoted into a SaaS product in 2021, when the same value-selling problem kept surfacing across its B2B software clients.

The platform sits next to existing CRM and sales-methodology tooling — Salesforce, MEDDPICC, Challenger — and operationalises value selling through repeatable discovery, outcome-based proposals and post-sale value tracking. Cuvama claims customers using the product win 2x more deals at 43% larger size and 30% faster cycles, with one early customer, Zellis, nearly doubling win rate after adopting it. Customers also include JAGGAER, Eploy, Adapt IT EPM, Pricefx and RFgen.

Cuvama was first backed by an Innovate UK grant and has since raised over $4.5 million across a £1.1m pre-seed in March 2022 (led by New York's m]x[v Capital with Angel Invest and Tokyo Black Fund II) and a $2.75m seed round in May 2024 (led by London's Boost Capital, with reinvestment from m]x[v and Angel Invest). The platform was named the highest performer with the highest user satisfaction in G2's Value Selling category.