last week I argued that Creatio was winning a different argument than its larger competitors. The Growth tier at $25 per user per month was a wedge into the part of the market that could not afford Salesforce. Today that argument is partly obsolete, by Creatio's own hand. The company announced the Unlimited plan, which removes user-based pricing altogether and replaces it with a fee determined by the scale of the customer organization.

The press release from Creatio frames this as a response to the agent era. Traditional licensing assumed a human triggered every action, so every action could be priced back to a seat. When agents execute workflows at scale, that assumption breaks. Creatio's answer is to price the customer organization rather than the actor inside it.

Per-seat is not a billing line, it is the financial architecture of the SaaS category.

Per-seat was the SaaS category's financial spine

companies' built their economics on the same premise. More users meant more revenue. Every workflow expansion routed back through a procurement conversation about adding seats. Chief financial officers learned to model software spend as a multiple of headcount, and the whole industry's revenue forecasting depends on this linkage holding.

Agents put pressure on it from two sides. If a single human launches twenty agents that each handle work formerly done by twenty humans, does the customer pay for one seat or twenty? Vendors have improvised: Salesforce introduced consumption-based Agentforce pricing in late 2024 and has been refining it since. Most large vendors now run hybrid models where seats stay and agent actions get metered separately. The result is procurement complexity, not simplification.

Creatio's Unlimited plan goes the other direction. Seats are gone, agent metering is gone, and what replaces both is a single negotiated figure scaled to the customer organization.

What Unlimited actually means, and what it does not

The Unlimited plan includes the full platform and all customer relationship management products, with no caps on users, custom agents, applications, workflows, custom objects, or application programming interface calls. Creatio also confirmed that pricing is determined by the scale of the customer organization, which means the price signal still exists, just expressed as organizational scale rather than seat count.

This matters. Unlimited does not mean free. It means the vendor and the customer negotiate a flat figure and the customer can deploy without asking permission to add the next user or the next agent. Procurement friction disappears, but the size of the check stays roughly where it was for a comparable seat count.

For organizations that were going to license thousands of seats anyway, the math may favor Unlimited. For organizations with a hundred users and modest agent ambitions, the Growth and Enterprise tiers, which Creatio kept available, will still be cheaper. The company is segmenting itself, not abandoning seat-based pricing. The Unlimited plan is for customers who want to standardize on Creatio across the enterprise without the procurement drag.

Creatio is segmenting itself, not abandoning seat-based pricing.

Creatio AI Studio deserves more attention than it's getting.

Buried under the pricing news is a second announcement that may matter more in two years. Creatio Studio has been renamed to Creatio Business Studio, and a new product, Creatio AI Studio, has been added and is now required by default alongside Business Studio licenses.

AI Studio is the agent lifecycle platform. It includes three agent designers (Prompt, Workflow, and Code), channel and integration support, and what Creatio calls observability and governance tooling. The reason this matters is that bundling agent governance into the default license creates standardization gravity. Once an organization's agent observability runs through Creatio AI Studio, the audit trail, the prompt versioning, and the deployment pipeline become anchored to the platform, which is a meaningful consideration for any future architecture decision.

The Unlimited plan removes friction on the way in to the platform. Creatio AI Studio, once it becomes the agent observability layer of record, gives the customer a reason to stay. Both moves are coherent if the goal is to consolidate the customer's automation stack on a single vendor.

Burley Kawasaki's quote is the strategic tell

Burley Kawasaki, Creatio's senior vice president of industries, framed the shift in plain terms: software shouldn't cap how many people can participate in innovation. The new model, he said, gives organizations room to scale workflows, users, and agents without friction. It's a pointed challenge — not aimed at any single competitor, but at the per-seat pricing constraint itself.

It is a careful move. Naming Salesforce directly would invite a public response, but framing per-seat as a category problem invites every Salesforce customer who has ever sat through a renewal conversation to nod.

The risk for Creatio is that customers do the math, find that the Unlimited fee at their scale is comparable to what they would have paid in seats, and conclude that the simplification is mostly cosmetic. The benefit, if Creatio prices it sharply, is that mid-market and large customers begin modeling Creatio not as a per-seat substitute for Salesforce but as a different category of cost altogether.