§ About · Evale GmbH · Since 2023

The problem isn't procurement. It's the missing preparation.

Evale builds continuous preparation for the software decisions that matter — with analyst work, vendor intelligence, and company context. We're building the infrastructure we wished we'd had when we were the ones responsible for IT.

2023 Founded in Hamburg

5 Clients

12,000+ Vendors in the database

€5M+ Software spend analyzed

Trusted by

in Germany and Austria

HARREN

Bonprix

Calumet

Reha Vital

OMR

§ 01 — Why we exist

The software-decision infrastructure that mid-market IT never had.

Gartner is for enterprises. For mid-market companies with a real renewal calendar, the right decision infrastructure simply didn't exist.

Most companies have systems for purchasing, contracts, and approvals. What's missing is continuous preparation for the software decisions that matter.

I started Evale after being responsible for IT purchasing myself - and seeing the same thing every quarter: the decision wasn't made. It was put off.

Renewals happened under time pressure. Overlaps between tools went unresolved. Vendor AEs had better data than we did. Decisions started over from scratch.

What we actually needed: someone who knows our stack, tracks market movements, prepares alternatives, and turns all of it into a clear basis for decisions - before options and negotiating leverage slip away.

That's exactly what Evale was built for.

Today I work with mid-market companies and a network of people who have run stack consolidations and vendor decisions themselves. The work almost always takes the same shape: make decisions visible early, prepare them with substance, and recommend a clear position.

You decide. I believe that matters.

◆ Evale, in one sentence

"We prepare the software decisions that your CFO will ask about — before your CFO asks about them."

Dennis Kallerhoff
Founder · Dec 2023

§ 02 — How we work

Six principles the firm runs on.

The things we say no to. The things we always say yes to. They're older than this website.

◆ PRINCIPLE 01 Judgment before automation

An analyst, not dashboards.

Software speeds up the preparation. The judgment stays human. Every briefing is owned by an analyst who defends the recommendation in the room. Vendor intelligence, market information, and software help us work faster and more structured - the responsibility stays with us.

Every briefing · owned by a human

◆ PRINCIPLE 02 On the client's side

We take zero euros from vendors.

We take no money from vendors. No affiliate fees. No commissions. No „preferred partner“ deals. If a vendor wants to brief us, we charge for the time. Our incentives should stay unambiguous.

€0 vendor revenue · stays €0

◆ PRINCIPLE 03 Prepare, don't decide

You decide. That's the line.

We prepare decisions. The decision itself stays with you. Every briefing ends with a clear recommendation and a position we'll stand behind in the conversation. We don't sign contracts in your name.

Clear recommendation · final decision with the client

◆ PRINCIPLE 04 Outcome orientation

Success has to be visible

Our work should show up in better decisions — not just in presentations. That includes stronger negotiating positions, avoided wrong calls, or saved costs. If our work doesn't make a real difference, it wasn't good enough.

Results over activity · measurable in practice

◆ PRINCIPLE 05 Analyst in the loop

Analyst in the loop

Company context doesn't come from software. Vendor intelligence, market information, and first drafts run through our systems. Context, priorities, and judgment come out of the conversation — and are owned by an analyst.

AI supports the preparation · responsibility stays human

◆ PRINCIPLE 06 Mid-market scale

Built for 100–2,000-seat companies.

Built for companies with real software complexity - but no decision infrastructure of their own. Not for enterprises with strategy consultants and analyst contracts. But for mid-market companies with real renewal calendars and limited time.

Typical client · 100–2,000 seats

§ 03 — Who

One founder. One advisor network.

Evale is deliberately lean. One operator, backed by a focused network of advisors who have done this work themselves in practice.

◆ FOUNDERMUNICH

◆ Founder · Lead analyst

Dennis Kallerhoff

Previously operator-side in IT & purchasing · Ten years of software decisions in the mid-market

Evale is the tool I wished I'd had when I was the one getting the 14-day renewal Slack. Every briefing we deliver is one I'd have paid for myself.

Before Evale:
Before that: responsible for IT and software purchasing at a DACH mid-market company — where the renewal calendar, the budget pressure, and the vendor asymmetry showed up every quarter. Founded Evale in 2023 to build the decision infrastructure that didn't exist.

LinkedIn → dennis.kallerhoff@evale.com →

§ 03.1 — Advisor network

Advisors who've run the hard decisions themselves.

Called in for specific categories, platforms, and negotiations where they've been in the room.

◆ Advisor · Platform

Dr. Florian Krause

Data platforms & decision architecture

Florian has built large data platforms and understands how incomplete data leads to wrong decisions. He advises Evale on how we combine machine signals with human validation.

◆ Advisor · Commerce

Alexander Graf

Co-Founder & Co-CEO Spryker · Co-Founder Etribes · Kassenzone

Alex has founded more than twelve companies, including Spryker (a Gartner Leader for Composable Commerce) and the digital consultancy Etribes. He knows the vendor side of software decisions as well as almost anyone — and advises Evale from exactly that perspective.

◆ Advisor · CFO office

Nils Seebach

Co-Founder Etribes · Digitalkaufmann · Serial Entrepreneur

As a serial founder and CFO, Nils has helped build more than three dozen companies — with a focus on digital transformation in the mid-market. He brings the finance and due-diligence perspective that's usually missing in software decisions.

Advisors are called in per engagement, not per retainer. You always know who's reviewed your brief.

§ 06 — Start

Two ways in. Both start with a 20-minute conversation.

Bring the three biggest renewals from your 2026 calendar. We'll tell you honestly whether we can help, what the negotiation window looks like, and what a briefing for one of them would include. No commitment. No slide deck.

Book a call → See pricing ← Back to overview