Margo · Plug’s AI
An AI advisor for recovering and growing margins.
It works across your pricing and margin data to explain what’s moving, rank what matters, point you to the move, and route it to the right person. Not a chatbot bolted onto a dashboard — an advisor that reasons over the engine running underneath your pricing.
What Margo does
Ask. Set it to work. Go per customer. Get pointed to the move.
Ask anything, in plain language
“Why did margin move in this segment — was it price, discounts or cost, and which customers drove it?” Margo answers from your real data, computed correctly — not a number someone typed.
Works the task you give it
Tell Margo what you need done — follow up your customer list, find where margin is leaking, or see what this month’s leadership summary will say — and it does the legwork on exactly that, from your real data.
See it per customer, product and segment
Margo finds the margin and revenue behind each customer, product and segment, with the discounting behind each — so you see exactly where the movement is coming from.
Get pointed to the move
Margo doesn’t stop at “what happened.” It points to where to act — the account to re-engage, the discounting to tighten, the line to focus on. You decide and act.
See it for real
The demo, and the real thing
A short explainer of how Margo works — toggle to the real product to see the actual look and feel.
What that’s worth
Value across the whole commercial chain
Margo serves the entire chain of commercial stakeholders — finance, commercial leadership, product and sales — helping each grow margin in their own way.
Spot accounts quietly withdrawing
Catch the key accounts pulling back in time to re-engage.
Find underperforming lines
See which product lines are slipping, and where to focus commercial effort.
Catch volume loss early
Surface a customer losing volume while a rep can still react.
See where discounting erodes margin
Find where discounting is eroding margin and tighten it where it matters most.
Turn reporting into decisions
Make the monthly report to leadership drive better decisions — not a rundown of last month.
Recover leaking margin
Where it’s hiding: recover the margin leaking through unrealised price, discounting and cost you didn’t pass through.
Customer case: Arjo
Our collaboration with Plug Software is leading us to better decision-making and transparency on a detailed level.
Fredrik Bladh, Pricing Director, Arjo
Why you can trust it
An advisor finance and commercial leaders can rely on
The AI explains; the engine computes
Every figure Margo gives you traces back to its source in the audited engine. It answers correctly — it doesn’t make up data.
It grows margin
Recover what’s leaking, catch what’s slipping — value framed as better, faster, more defensible decisions.
It prioritises and points; you decide
Margo ranks the few things worth acting on and points you to the move. The pricing action stays with your team.
Why this is different
Not the $20-a-seat sales bot
The market is flooded with horizontal “AI for sales reps” copilots at commodity per-seat pricing. Plug deliberately doesn’t compete there.
An audited engine, not a confident guesser
Horizontal copilots narrate numbers off un-validated data — they can say a number, but can’t compute a defensible margin bridge. Plug computes it deterministically and traces every figure.
A different buyer
Plug speaks to finance and commercial leadership reasoning about margin — not rep-productivity at commodity per-seat pricing. Different buyer, different value, different price point.
The synthesis is the moat
The pieces exist across the market; Plug’s edge is breadth across every commercial persona, role-relevant personalisation and engine-grounded correctness.
An advisor for every commercial stakeholder
Finance, commercial leadership, sales managers, key-account managers, product managers, controllers, MDs and pricing leads — each gets an advisor tuned to what they care about.
The expanding frontier
Margo keeps getting broader
The same advisor is extending across more of how commercial teams set and defend price.
Ask across everything
Beyond margin movements, Margo is growing to answer any commercial question across your data — and to surface, on its own, where you should be looking.
Value-based pricing, built with you
Margo is extending to help shape prices around what drives value — competitive intensity, willingness to pay, where you hold real IP — segment by segment.
The annual price round, assisted
Margo is growing to sit with the pricing owner through the increase, helping shape an increase that lands the target instead of a blanket percentage.
Where price could move next
Margo is extending to watch volumes, customer patterns and segment trends, and surface specific items where price may need to move.
See Margo for yourself
Book a 30-minute demo and we’ll show you where your margin is moving — and where to act.