At the recent Coupa Inspire 2025 conference, the company unveiled an ambitious plan that aims to redefine the landscape of spend management. With a refreshed brand identity and a new leadership team, Coupa intends to harness over two decades of financial data from millions of buyers and suppliers. The goal is to establish an agent-driven engagement layer that pivots its pricing model to an accuracy-based framework. This strategic shift positions Coupa on what some are calling a potential “Cinderella moment,” particularly as it navigates its journey following private equity backing from Thoma Bravo.
The conference buzzed with enthusiasm around Coupa’s focus on artificial intelligence, particularly in defining its approach towards Agentic AI—a term that has captured the attention of many in the tech world. Rather than allowing AI to operate autonomously, Coupa’s strategy involves task-specific agents that facilitate human-led workflows. This model includes functions such as discovery, operational reporting, analytics, and supplier onboarding, where AI engages users with recommendations but does not take actions independently. However, a significant concern remains: the roadmap for these innovations extends into 2026, leaving customers eager yet uncertain. Research indicates that interest in generative AI remains nascent, particularly in accounts payable (AP) sectors, which means customers will require more than a simple demonstration to foster adoption.
Coupa’s announcement also highlighted a pivotal change in its pricing strategy, moving away from traditional user-based models towards a value-based approach. Rather than paying for user access, clients will purchase bundles of AI credits, with the cost contingent on the accuracy of AI recommendations. Salva Lombardi, the newly appointed Chief Product and Technology Officer, noted that if the AI provides a faulty suggestion, customers won’t have to pay. While this innovative structure is intended to build confidence in AI recommendations, it raises concerns about the potential complexity in disputing inaccurate advice. The likelihood of a time-intensive process to resolve such disputes could frustrate users, potentially impeding the very trust and engagement the approach seeks to establish.
International expansion remains a cornerstone of Coupa’s strategic ambitions. The company is projecting a remarkable 60% growth in non-U.S. markets, anticipating these regions to contribute 16% to overall revenue. This ambition was underscored by the recent acquisition of Cirtuo, an Austrian AI-based category management vendor that enhances Coupa’s European presence and capabilities. This move is timely, given the economic turbulence and complex trade dynamics that have significantly affected global businesses. Coupa’s expansion plans reflect a determined push to diversify its market presence amidst increasing economic uncertainties.
The conference also spotlighted a renewed commitment to unifying accounts payable, payments, and fraud management solutions under one cohesive framework. Historically, treating invoicing and payments as separate entities has led to disjointed experiences for users and increased the risk of fraud. By integrating these processes into a single solution, Coupa aims to mitigate these risks, offering a fresher and more holistic approach to a long-standing challenge within the industry. This realignment could significantly benefit organisations struggling with fragmented financial operations.
Moreover, Coupa is working to revamp its approach to third-party risk management, merging its Risk Assess module into its Supplier Value Management offerings. This integration aims to provide a streamlined experience for supplier onboarding by combining comprehensive supplier profiles with crucial risk information. However, there is a pressing need for businesses to conduct thorough evaluations of third-party risks, as superficial assessments could leave them blind to evolving vulnerabilities.
As Coupa charts its ambitious course forward, it faces the dual challenge of realising its innovative vision while ensuring that customer trust and operational efficiency do not falter along the way. The unfolding journey promises to be as transformational as it is complex, marking a significant chapter in the evolution of spend management solutions.
Reference Map:
- Paragraph 1 – [1], [4]
- Paragraph 2 – [1], [2]
- Paragraph 3 – [3], [6]
- Paragraph 4 – [1], [5]
- Paragraph 5 – [1], [3]
- Paragraph 6 – [6]
Source: Noah Wire Services
Subscribe to Industry Updates
