Creatio launched their new fiscal year on 1st April 2026, and they didn’t waste any time setting the tone. At their Strategic Partner Webinar on 14th April, the leadership team, including CEO Katherine Kostereva, Chief Growth Officer Andie Dovgan, Global VP of Product Marketing Burley Kawasaki, Chief Sales Officer Andy Zambito, VP of Customer Success Nick Owens, and Director of Engineering Mike Yudin, laid out a series of announcements that will reshape how the platform is sold, built on, and priced over the coming year.
We were there. Here’s what was announced, what it means, and where we think it leaves our clients.
Unlimited Enterprise: The Headline Change
The single biggest announcement is that Creatio is making unlimited licensing its default commercial model for corporate and enterprise clients.
That means unlimited users, unlimited custom agents, unlimited applications, unlimited workflows, unlimited custom objects, and unlimited API calls, all bundled into one package. No more counting seats. No more restricting which modules different teams can access. No more negotiating user numbers every time a department wants to get involved.
Minimum agreement terms are three years. Creatio has stated that the per-seat model will remain available for smaller organisations, but the strategic direction is unmistakable. They see seat-based pricing as a legacy of the traditional SaaS era and are moving deliberately away from it.
For existing clients on active contracts, nothing changes immediately. Current agreements will be honoured in full. The new pricing applies at renewal, cross-sell, or upsell, not retrospectively.
This matters for a practical reason beyond the licensing itself. When a client has unlimited access to every Creatio module, the conversation is no longer about whether the business case justifies adding service alongside sales, or whether marketing can justify its own licence count. The entire platform is available, which means the question shifts from “what can we afford to turn on?” to “which business processes should we automate next?” That’s a fundamentally different starting point for any CRM and workflow strategy.
“For years, the first question in any CRM project has been ‘how many seats do we need?’ That question has always limited the conversation. With unlimited licensing, we can finally focus entirely on what the business actually needs to automate, which departments should be connected, and where the biggest operational gains are. It changes how we advise our clients from day one.”
Ollie Bartlett, Co-Owner,
Collier Pickard
The AI Strategy: Three Worlds, One Platform
Creatio’s product direction for FY27 is anchored around what they’re calling the “Unlimited Enterprise” vision, and AI sits at the centre of it. The platform already supports three types of work running side by side, and these capabilities are now significantly expanded:
Human-led workflows The traditional business process automation that Creatio has always done well. These aren’t going anywhere. For many use cases, a well-designed human-led workflow is still the right answer.
Agent assistants AI that works alongside human users to accelerate tasks, surface insights, and reduce manual effort within existing processes.
Autonomous agents AI that executes entire workflows independently, operating around the clock without human intervention.
The technical shift underneath this is where FY27 gets interesting. Creatio is combining its established no-code visual designer, the drag-and-drop environment that many of our clients already use, with what they’re calling “coding agents.” In practice, this means you can now use tools like Claude, OpenAI, and Cursor to build applications directly inside Creatio’s architecture. Rather than building AI capabilities externally and then integrating them, partners and developers can compose AI-built applications natively within the platform, governed by Creatio’s existing workflow, security, and compliance frameworks.
They’re also adding support for the Model Context Protocol (MCP), an emerging standard that allows AI agents to interact with external systems more naturally than traditional API integrations. Creatio cited work with enterprise clients as an example of how this enables agentic workflows that orchestrate across multiple systems, connecting to twelve to fifteen different platforms within a single automated process.
For the coming fiscal year, Creatio as a vendor is focusing specifically on banking and credit unions, and manufacturing and distribution as their target industries. But the platform capabilities apply across every sector, and partners are actively encouraged to bring their own deep industry expertise to the table. That’s the model Creatio has always operated on. They build the platform and partners like us bring the sector knowledge, the understanding of specific business processes, and the ability to customise and configure the system for the industries and use cases we know inside out.
If anything, the AI capabilities arriving this year make that partner expertise more valuable, because the more powerful the toolset becomes, the more you need someone who knows what to build with it.
Creatio 10X: The June Release
At their No-Code Days event in Orlando from 11th to 13th June, Creatio will formally announce Creatio 10X, what they’re positioning as the largest product release in the company’s history.
The platform will remain fully backwards compatible, as Creatio has always been, but the underlying capability jump is real. The release brings a next-generation AI architecture in AI Studio, and Best-in-Class CRM. The release of 10X is designed to bring the capabilities that Creatio’s internal teams are utilising to the wider ecosystem, and for partners like us, that means we can start delivering those advances directly to clients where the platform is the right fit for their business. We are excited to tell you more about this release following the No-Code day in Florida on June 11th 2026.
For existing Creatio clients, the platform you’re running today will continue to work exactly as it does. But from June, the tools available for building on top of it and for automating more complex, multi-step processes expand significantly.
And if you’re not currently on Creatio but are exploring your CRM options, whether you’re on Maximizer, Infor, Pipedrive, or something else entirely, this is worth paying attention to. The direction Creatio is taking with AI-native architecture is a strong signal of where the enterprise CRM market is heading, and understanding that trajectory matters regardless of which platform you’re on today.
A New Product Layer: The Creatio AI Platform
Here’s where the pricing nuance sits, and it’s worth understanding clearly.
Creatio has introduced the Creatio AI Platform as a new, separate, mandatory product layer. Every Studio licence will now come with a corresponding AI Platform licence. For new deals and renewals from June 2026 onward, this is included by default and it cannot be removed.
Creatio’s rationale is straightforward: they’ve invested heavily in AI capabilities and want the market to see and value that investment explicitly, rather than burying it inside the existing platform price. They also pointed out that their existing pricing has remained unchanged for over three years and sits significantly below competitors like Salesforce and Microsoft Dynamics.
The practical effect is that the overall cost of a Creatio licence increases, but the increase is specifically tied to the AI Platform rather than being an across-the-board price rise on existing modules. Existing clients under active contracts will not see any change until their renewal date.
Alongside this, Creatio is updating how AI Actions are consumed. AI Actions already power the AI features within the platform, and that isn’t changing. What is changing is that different AI models will now consume actions at different rates, giving clients more flexibility over how they spend their AI budget. Three model families will apply from the 10X release in June:
Small models (such as GPT-5.x Mini, Claude Haiku 4.x, Gemini 3.x Flash)
These consume 0.25 of an AI Action per request, effectively giving clients four times the usage for high-volume, simpler tasks like input validation, auto-completing notes, or sentiment tagging.
Standard models (such as GPT-5.x, Claude Sonnet 4.x, Gemini 3.x)
These consume 1.0 AI Action per request, unchanged from today. This remains the default for everyday tasks and conversations.
Advanced models (such as GPT-5.x with high reasoning, Claude Sonnet 4.x with extended thinking, Gemini 3.x Pro)
These consume 1.5 AI Actions per request, reflecting the higher computational cost of complex, multi-step reasoning tasks like autonomous agent workflows or root cause analysis.
This is a sensible change. Clients can now route simple tasks to cheaper models and reserve advanced reasoning for the workflows that genuinely need it, rather than paying the same rate regardless of complexity.
Knowing which model to use where isn’t straightforward, though. The difference between a small model and an advanced one isn’t just cost, it’s the quality and depth of the output your workflow produces. Getting that balance right, matching the right model to the right process, is exactly the kind of decision where having a partner who understands both the technology and your business makes a real difference.
One important distinction within the Unlimited Enterprise package is that the AI Platform itself is included, but AI Action packages are not. AI Actions remain a separate, ongoing subscription. Clients should plan for this as a distinct line item in their CRM budgets going forward.
“The AI capabilities coming in the 10X release aren’t theoretical. Coding agents, multi-agent orchestration, flexible model selection. These are tools we’ll be putting to work in real client implementations. For the businesses we work with, the practical question is whether your processes are ready for this level of automation. That’s where we come in, helping you identify the right starting points and build from there.”
Max Watkins, Managing Director,
Collier Pickard
Customer Wins Worth Noting
The webinar showcased several recent implementation successes that speak to where the platform is being deployed at scale:
Vodafone IoT started with a single sales use case and has expanded to a company-wide deployment spanning sales, marketing, and operations, now running all customer workflows on Creatio across 50,000+ users and 220 million+ customers.
Avidia Bank in the US completed a full replacement of Salesforce in under six months, with immediate high adoption and cost savings across 300+ users, and is already exploring expansion opportunities.
PSI in Europe unified five business units onto a single Creatio instance across 700+ users, building a foundation for growth and revenue operations across the organisation.
BSI in Indonesia rolled out digital transformation workflows across more than 1,000 branches with 5,000 users and 20 million+ customers, automating customer processes at enterprise scale.
These aren’t abstract case studies. They reflect the trajectory we’re seeing across the Creatio ecosystem, including platform consolidation, legacy CRM displacement, and increasingly ambitious automation programmes.
What’s Coming and When
The new pricing structure, comes into full effect from 1st June 2026. If you’re an existing client, your current contract remains unchanged until renewal.
Creatio’s No-Code Days event in Orlando runs from 11th to 13th June 2026, where the full Creatio 10X release will be formally announced alongside the complete AI platform architecture and coding agent capabilities. It’s shaping up to be the biggest community event in Creatio’s history, with over 1,000 customers and partners expected.
Our Take
Creatio is making a genuinely bold move. Unlimited licensing as a default is something no other enterprise CRM vendor is doing at this scale, and it removes one of the most common friction points we see in CRM projects: the budget conversation around user counts that delays adoption and limits how much of the platform a business actually uses.
The AI strategy is ambitious but grounded in what’s already working. The coding agent capabilities are being rolled out with some partners now, and Creatio’s internal teams are already building with them. The flexible AI Action consumption model shows they’re listening to how the technology is actually being used rather than imposing a one-size-fits-all pricing structure.
The introduction of the AI Platform as a mandatory product layer is, in effect, a price increase, and we think it’s worth being clear about that. But it’s one that reflects real investment in capabilities that clients will increasingly depend on, and Creatio’s pricing still sits well below the major competitors even with this addition.
If you’re an existing Creatio client, nothing changes until your renewal. But this is a good time to start thinking about what unlimited access could mean for your business. Which departments aren’t on the platform yet? Which workflows are still manual? Where could AI agents start taking on repetitive work? When renewal conversations do come around, we want our clients to be ready with a clear picture of the value they can unlock, not scrambling to understand a new pricing model.
If you’re not on Creatio today, whether you’re running a CRM such as Maximizer, Infor, Pipedrive, or another platform, these announcements are still worth your attention. The shift away from per-seat pricing and toward AI-native platform architecture isn’t unique to Creatio, it’s a direction the broader market is moving in. Understanding where that’s heading helps you make better decisions about your own CRM strategy, regardless of which system you’re on right now.
We’ll be publishing a deeper analysis of this trend shortly, exploring what Creatio’s move to unlimited licensing might signal about the future of enterprise software pricing more broadly. Keep an eye out for that piece if the commercial model question interests you as much as it interests us.
Either way, we’re here to help you make sense of it. Get in touch and let’s talk about what these changes mean for your specific situation.
