Alguna, a new venture founded by former Primer executives Aleks Đekić and Jamie MacLeod, officially launched its end-to-end platform on September 25, 2025. The solution aims to automate pricing, quoting, and billing operations for B2B companies operating in the AI, Software-as-a-Service (SaaS), and fintech industries, addressing revenue leakage caused by disconnected systems.
CEO Aleks Đekić highlighted the inefficiencies of traditional methods, stating, “Where historically teams might have used one tool to calculate what the price would be, another tool to create the quote, a third tool to calculate how much to charge the customer, a fourth tool to create the invoices, and a fifth tool to collect the payment, that was all fine when the process was done in isolation. But now, where everything has to be integrated, you end up in a situation where you need something that is very agile and flexible, and that’s how Alguna started, to help companies avoid dedicating too many resources to back office processes, and not having to use five or six different tools, but instead have everything under one roof.”
Alguna’s debut offering includes a platform that centralises monetisation logic with real-time usage metering, flexible pricing models, and automated billing workflows. The no-code suite is designed to allow businesses to adapt pricing strategies rapidly and accurately capture revenue across various models, including subscriptions, usage-based pricing, and hybrid approaches.
The startup was founded in 2023 by Đekić and CTO Jamie MacLeod, who previously collaborated at the payment infrastructure company Primer, where they initially met.
Regarding future fundraising, Đekić noted that Alguna is in discussions with enterprise customers. The company intends to leverage its seed funding to demonstrate its value, expand its market reach, and address challenges on a larger scale, setting the groundwork for a Series A round. He did not confirm a timeline for the subsequent funding round.
