When we led Orb’s Series B, our people first bet was on Co-Founders Alvaro Morales and Kshitij Grover going after a market in transition. They understood that revenue workflows were becoming a strategic layer of the software stack in the AI era, and we believed AI would fundamentally change how software creates and captures value.
For the last two decades, software pricing was largely built around seats and subscriptions. As products become more intelligent, adaptive, and outcome-oriented, those models increasingly break down. Companies need the flexibility to price based on usage, tokens, agents, outcomes, or entirely new concepts that haven’t been invented yet.
That shift creates a surprisingly difficult problem.
Every pricing change ripples across engineering, product, finance, sales operations, forecasting, invoicing, and revenue recognition. As a result, many companies find themselves spending enormous amounts of engineering effort maintaining monetization infrastructure instead of building products.
Orb recognized this early on, building a platform that starts with raw usage data and gives companies the flexibility to evolve pricing as quickly as they evolve their products. In a world where AI is constantly reshaping how value is delivered, that flexibility becomes increasingly important.
That’s why today’s acquisition announcement by Adyen feels so significant.
What makes this partnership so compelling is that the future of monetization is increasingly end-to-end, from billing to payments. The systems that determine what a customer should be charged and the systems that determine how revenue is ultimately collected are becoming part of the same workflow. Adyen’s vision of connecting billing logic with real-time payment intelligence points toward a future where revenue infrastructure becomes more automated, adaptive, and intelligent.
More broadly, this is a reminder that every major platform shift creates new infrastructure categories. AI is creating extraordinary new products, but it is also creating entirely new requirements for how businesses monetize those products.
Congratulations to Alvaro, Kshitij, and the entire Orb team. It has been a privilege to be a part of the journey, and we at Mayfield look forward to what you will continue to build on at Adyen.
