AI innovators often build groundbreaking technologies, yet struggle to answer the most critical question: why would anyone pay for it? That’s the challenge X BY 2 Technology Consulting faced when launching Choreo-ED, a machine learning tool that predicts emergency department admissions hours in advance.

They needed to understand how different stakeholders (CFOs, clinicians, operational leaders etc.) perceive and justify paying for innovation. That’s where we came in. At Iris Pricing Solutions, we helped X by 2 define the business case for Choreo ED through a robust ROI calculator and stakeholder-informed pricing framework, aligning price with perceived value and unlocking commercial traction.

If you’re building powerful technology but struggling to answer the question, “Why would someone pay for this?”, this is for you.

Read the case study below.