Fetcherr

When manual pricing cannot keep up with the market

The pricing of products and services, such as airline tickets or hotel rooms, changes all the time with demand, seasonality and competitors' moves, but manual pricing struggles to respond fast enough to all these changes at once. Fetcherr, founded in 2019 by Roy Cohen (CEO), Uri Yerushalmi (Chief AI) and Robby Nissan (CSO), developed an AI system that learns from demand patterns and market signals and recommends or updates prices in real time instead of following pricing rules set in advance, under a technology brand the company calls the "Large Market Model" (LMM).

Four "engines": GPE, GIE, GNE, GOE

The company's products are divided into several "engines": GPE (Generative Pricing Engine) for optimal pricing, GIE (Generative Inventory Engine) for inventory management and automated workflows, and, in development, GNE (Generative Network Engine) for route planning and capacity management, and GOE (Generative Offer Engine) for real-time pricing and product bundles. The technology is meant to help organizations maximize revenue without pricing potential customers out of the market. It is used mainly in the airline industry, where ticket prices are known to change very often.

Customers: Delta, Virgin Atlantic, WestJet and a Google Cloud partnership

Fetcherr's customers include Delta Air Lines, Virgin Atlantic, WestJet, Azul and VivaAerobus, alongside a technology partnership with Google Cloud. According to an official Fetcherr blog post, the partnership relies on tools such as Vertex AI and BigQuery to run the system's heavy computing workloads at enterprise scale.

Funding: $90 million in 2024 and another $42 million in 2025

In June 2024 Fetcherr raised a $90 million Series B led by Battery Ventures. In October 2025 it raised another round, a $42 million Series C led by Salesforce Ventures with participation from earlier investors Battery Ventures, Left Lane Capital and M-Fund, with the aim of expanding beyond the airline industry into other legacy industries. "Fetcherr has established itself as an essential revenue driver and a turnkey technology partner for some of the world's leading airlines," said CEO and co-founder Roy Cohen in the official announcement of the round. "We're thrilled to welcome Salesforce Ventures as a growth partner. With the support of our investors, we're set to expand beyond aviation and into other legacy sectors where real-time, data-driven decision-making is long overdue."

Industry awards and recognition

Fetcherr has also won several industry awards, including "AI Innovation of the Year" from The Cloud Awards (2025), and was ranked fourth on the list of "50 most promising startups in Israel." This reflects its standing as one of the notable success stories in Israeli industrial AI, even if it is less known to consumers than other companies on this list.

From traditional airline dynamic pricing to a continuously learning model

The airline industry was a classic example of dynamic pricing even before the AI era: ticket prices have changed based on manual rules and relatively simple statistical models for decades. What companies like Fetcherr add is replacing those rigid rules with a learning model that keeps updating itself against real market data, including competitors' moves, sudden changes in demand and even outside events such as the weather. In this way it makes sure the price offered at any given moment reflects the actual state of the market more accurately, not just a forecast set in advance.