The usual model
Vendor-led
- Software vendor
- Commission or quota
- Recommendation
The buyer gets an answer shaped by the seller's incentive.
Why we do this
Why this exists
Short version: most people advising you on software have a reason to prefer one answer. We built Friction to remove that reason.
The incentive problem
Advice changes when someone else pays for the answer.
The Friction model
Client-led
- Your operating reality
- Independent evaluation
- Implementation that holds up
The recommendation has one job: work for your business.
Where we started
Friction started with a simple observation: the people best positioned to guide a company on what software to buy are almost always the ones being paid to sell it.
We built Friction to sit on the other side of that relationship: no vendor commissions, no preferred partnerships, no quota to hit. Just the outcome the client actually needs, for a region where software and AI implementation decisions are often made once and lived with for years.
The team comes from big-tech backgrounds: hundreds of deals closed, millions of dollars of software sold, and enough implementation scar tissue to know the contract is only the start.
Vendor-agnostic
We sit on your side of the table for the whole process: discovery, shortlist, demos, decision, and implementation. No referral fees, no reseller margins, no reason to steer you toward whoever pays the best commission. If we recommend a CRM, AI tool, workflow, or custom build, it's because it fits your operating reality.
The name
Buying and running enterprise software creates friction: wasted meetings, wrong systems, wasted budget. We're not here to make that friction feel nicer. We're here to remove it.