Certinia is Changing the Software model for Services Businesses

This week Certinia launched its “System of Action,” a new framework designed specifically for services businesses. This system understands context, applies judgment, and acts on trusted data. The goal is to ensure every business decision drives toward real outcomes.

During the analyst briefing for Certinia’s latest release, D. J. Paoni, CEO of Certinia, explained that Certinia’s leadership as a system of action for services businesses rests on three things. A unified data foundation that combines structured CRM, ERP and PSA data with unstructured work conversations.

Secondly, compounding intelligence built from Certinia’s domain expertise and deterministic reasoning. Thirdly, flexible agentic actions that can operate across native workflows and third-party AI stacks.

Together, these help services organisations move beyond AI guesswork by giving agents the context, judgement and flexibility needed to automate work effectively.

Paoni stated, “AI can only move the needle for our customers when it’s grounded in real business context and judgment they can trust — a system that understands the business, reasons through it, and acts with little to no margin for error.

“That’s what our System of Action delivers. Only Certinia can combine a trusted, unified data foundation with our breadth of services expertise and deep business reasoning to meet the accuracy standards services businesses require — and it’s why our latest agentic capabilities help customers unlock stronger margins, faster time-to-outcome, and greater customer value.”

According to the 2026 Global Service Dynamics Report, 98% of service organizations have deployed AI. However, only 20% say it exceeded expectations. Success often requires integrated operations across sales, delivery, and finance. Certinia’s solution unites these critical areas into one cohesive system.

14 New Veda Agents Accelerate Sales and Delivery

Certinia introduced 14 new out-of-the-box Veda agents, making 24 in total. The release doubles the available Veda Intelligent Actions (VIAs), moving from 64 to 135. Each VIA represents an agentic workflow that delivers value to customers. By the end of the year, Certinia plans to increase this to 40 and over 300 respectively. These tools turn unstructured daily work into organizational memory.

The new agents fall into three broad groups:

• Sell and Plan with precision instead of guesswork, cutting proposal creation from ~8 hours to 1, driving a 300% increase in proposal execution, while handling 15X more RFPs and supporting 2X faster sales cycles. New agents include: Deal Coach, RFP Responder, Call Summary, Call Coach, SOW Drafter, and PMO Quality.
• Deliver and execute smarter, reclaiming ~50% of project time historically lost to administrative tasks. Firms save 5–10 hours per person per month and reduce cost-of-quality leakage by 11–23%. New agents include: Solution Architect, Implementation Plan, and Project Manager.
• Manage and Expand by turning every engagement into collective intelligence that fuels renewals and expansion, resulting in a 90% reduction in allocation cycle time, 60% faster client onboarding, and $400,000+ in annual cost savings and avoidance per customer. New agents include: PMO Leadership, Knowledge Base, Business Analyst, and Customer Story.

Regarding new VIAs, financial management actions now post GL transactions instantly, allocate inventory and generate revenue schedules. Other new agents automate tasks previously handled by estimators, resource managers, service delivery managers and customer success managers.

Mickey North Rizza, Group Vice President, Enterprise Software and Agents, IDC, commented, “Organizations that connect management efficiency gains to delivery quality improvements achieve the strongest overall ROI. The key design principle: AI must be integrated across the full life cycle, not deployed as isolated tools in individual functions.”

Product underpinned the System of Action

While the contextual data is important for the system of actions, it is the applications that provide the system of record that provides the guardrails and guidance for the Certinia platform. Certinia continues to develop this, enhancing the existing core processes that it aims to fully automate with Agents and VIA.

Certinia targets 100% agentic capability coverage by year-end, though this target may face challenges as the company continues rolling out new core feature updates. It also prioritized revealing agentic capabilities over feature upgrades this release; they are, however, important as organisations will want to understand what all these new agents are capable of and how they operate.

Certinia continues to develop its platform across five strategic pillars: Professional Services, Delivery Acceleration, Customer Success, Financial Management and Enterprise Scale. Recent updates include:

• Attribute-based pricing within the services estimator
• WIP Billing for Services financials
• Embedded sales methodology within Deal Pursuit
• The ability to design and deliver dynamic Email campaigns natively from CS Cloud
• Compliance with European eInvoicing mandates

Enterprise Times: What does this mean?

For Certinia, this launch cements their position as a leader in AI for services. They are moving from a software vendor to an intelligent operating platform. However, the messaging overemphasizes the Agentic AI platform at the expense of the underlying business processes it is also developing.

Whilst it talks about guardrails and is certainly investing in a comprehensive contextual data foundation Certinia is advancing on all fronts. Not only is it expanding its agentic capabilities and its underlying platform. It is also gathering increasing amounts of foundational data about the services industry. In the last year, it has seen an increase of 18% in the number of users, with 443,000 in one account alone.

The platform has managed and collected data from over 22.1 million projects and has generated 335,000 service estimates. That data is real and feeds into the AI to further enhance insights and improve the AI engine. Implementation partners must now master these new agentic workflows. Certification and training on the new agents are critical for their success.

Organizations will experience faster proposal cycles and reduced administrative overhead. The “AI Your Way” feature allows them to integrate AI without ripping out existing stacks. This flexibility reduces risk and accelerates ROI.

 

 

Certinia Acquires Moonnox to Redefine AI-Driven Professional Services

 

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