Enable Named a Leader in the first Gartner Magic Quadrant for B2B Pricing and Rebate Optimization

A decade ago, I was working within DCS Group, the UK’s largest health and beauty distributor. I learned that rebates were effectively all of a distributor’s profit — but few companies had a proper system for managing them. Agreements lived in spreadsheets. Claims could go unfiled. The margin that had been carefully negotiated with manufacturers quietly evaporated before anyone could account for it.

Through our work across the global supply chain, the story was the same regardless of industry, geography, or company size: pricing and rebate agreements were being managed in spreadsheets and disconnected ERP modules that were never designed for the job. Practically every company that moved physical goods had this problem. Manufacturers whose highest cost was the rebates they paid out. Distributors whose entire profit margin lived in the rebates they earned back. Retailers whose pricing files arrived weekly instead of in real time. The complexity was only growing — more channels, more trading partners, more tiers of agreements — and the tools available hadn’t kept pace.

In 2016, I launched Enable to build what the market was missing. We started with rebate management — because that was where the pain was most acute and most universal, and because no software company had been purpose-built to solve it. But pricing was always on the roadmap. Rebates and pricing aren’t separate problems. They are two sides of the same commercial equation: the direct price you charge up front and the indirect price you settle after the fact, through rebates, special price agreements, and other forms of backend allowances. Manage one without the other and you’re flying blind on half your margin. As our customers grew more sophisticated, the demand for real-time, high-performance pricing capabilities became impossible to ignore. So we acquired Flintfox — the fastest price execution engine in the market — capable of pricing 1,000 products in approximately 400 milliseconds. That acquisition brought together the two strategic levers that define commercial performance in the global supply chain, and gave Enable a stronger, more cohesive offering.

Gartner Publishes the First Magic Quadrant for Our Market

This week, Gartner published the first Magic Quadrant for B2B Pricing and Rebates Optimization — and Enable was named a Leader (see link to obtain report). I want to be clear about what that means, because it’s bigger than any single company’s recognition. A Gartner Magic Quadrant is published only when a market has reached a certain level of adoption, customer investment, and vendor capability that makes it compelling for enterprise buyers to consider a category and have independent guidance.

For the companies that have already invested in rebates and pricing technologies, your decision was right. For the companies that haven’t yet, the opportunity is compelling. Some examples: a 1% improvement in pricing drops straight to the bottom line — a 10% profit lift for a business running at 10% margin, and a 50% lift for a distributor running at 2%. In a market defined by margin pressure, supply chain volatility, and rising tariff complexity, pricing and rebates are no longer operational functions. They are strategic levers.

Next Stop: Commercial Intelligence

While we are thrilled to see industry analysts and market makers validate our growing market, Enable is not standing still. We believe the future is Commercial Intelligence — what becomes possible when pricing, rebates, and agreements operate as one, so your organization acts on insight, not instinct. With an AI-native core architecture leveraging unified pricing, rebate, and agreement data, you have an engine that finds your competitive advantage faster than any team of analysts could, and agents to help you act on it.

To our customers, our team, and everyone who has believed in this market: thank you. We’re just getting started.

Gartner Disclaimer 

Source: Gartner, Magic Quadrant for B2B Pricing and Rebates Optimization, April 2026. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and MAGIC QUADRANT is a registered trademark of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved.  

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