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Dor Sasson
Co-founder and CEO · Stigg
Monetization infrastructure AI pricing
Sasson is building the layer that lets software companies change pricing, credits, and usage limits without rewriting their product, a problem AI pricing has made urgent for companies such as Miro and Webflow.
“AI is also disrupting everything we thought about how you sell and monetize software,” Dor Sasson told TechCrunch in 2024. He is co-founder and CEO of Stigg, a Tel Aviv, Israel company whose platform enforces plans, entitlements, AI credits, and usage limits in real time.
Product Leadership at New Relic
Sasson worked at New Relic, the observability company, before starting Stigg. “I was leading the AI machine learning product line at New Relic,” he told TechCrunch. There he worked with Anton Zagrebelny, who became his co-founder.
Starting Stigg
Sasson and Zagrebelny saw that changing a software product's pricing often meant months of engineering work, and they built Stigg to separate pricing logic from product code. The company raised a $6.4 million seed round in 2021 from investors including Unusual Ventures and Emerge, TechCrunch reported.
Pricing for the AI Era
In December 2024 Stigg raised a $17.5 million Series A led by Red Dot Capital Partners. Its customers now include Miro, Webflow, and PagerDuty, and Miro's head of growth credits Stigg with helping launch AI credits with “enforcement, resets, and visibility across the stack.”
