MG Gurbaxani

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MG Gurbaxani is the co-founder and CEO of Cuvama, a London-based value selling platform that helps B2B software sales and customer success teams discover customer pain, sell on outcomes and reinforce delivered value. He launched the company in 2021 after a 17-year career across pricing, monetisation and customer-value strategy in the enterprise software industry.

Gurbaxani grew up in Pune, India, studied Mechanical Engineering, and later took an MBA at INSEAD with a focus on Decision Sciences. He spent the bulk of his pre-Cuvama career at the intersection of pricing and value: as a Data Scientist at SAP/Khimetrics, a value-based pricing consultant at Capgemini, a manager at rapt (acquired by Microsoft) and on the Microsoft Network Monetization team, before moving into senior pricing and customer-value roles at PROS in EMEA. In 2017 he founded the boutique consultancy mgpricing, which evolved into Cuvama once the same problem set kept presenting itself across his B2B SaaS clients.

Cuvama has raised over $4.5 million across pre-seed and seed rounds — led by New York's m]x[v Capital and London's Boost Capital — and serves B2B SaaS customers including Zellis, JAGGAER, Eploy and RFgen. The platform was named the highest performer with the highest user satisfaction in G2's Value Selling category. Gurbaxani writes and speaks regularly on value selling and the move from product-led to outcome-led B2B sales.