With its Software-as-a-Service products, PriceNow supports online retailers with existing customer marketing and social media marketing. Customer newsletters and postings can be automatically filled with personalized product and discount recommendations. PriceNow hereby develops and uses the latest machine learning algorithms. Product preferences and price sensitivity of the customer can be determined based on the existing customer data from online retailers. We interviewed Steffen Haak on the idea behind PriceNow UG, its founding period, and future prospects.