At AKUVO, some names carry more than a function; they carry a legacy.

For people across the collections industry, Mark Price was the person you turned to when a problem needed clarity. Whether the challenge involved technology, strategy, product design, or simply finding the best path forward, Mark had a remarkable ability to make complex things understandable. Throughout his career, he helped people navigate challenges ranging from technology and strategy to everyday life. What made him special was not that he had all the answers, but that he knew how to help people ask the right questions and find a path forward.

That is why AKUVO is renaming Ask AKUVO, our AI-powered conversational interface for insights, to Ask Mark.

This is more than a product change. It is our way of honoring a colleague, friend, mentor, co-founder, and technology visionary whose influence continues to shape our company, our customers, and our industry.

Mark was one of the founding members of Akcelerant and later AKUVO. Over nearly three decades, he helped shape the products, ideas, and approaches that continue to support financial institutions and the people they serve.

Mark had a unique ability to break down complex challenges and help people understand what mattered most. Rather than jumping to solutions, he asked thoughtful questions that uncovered the root of a problem and clarified the path forward.

One story shared after his passing captured this perfectly. When someone came to Mark with a technical issue, his first response was often, “Do you have the log files?” He did not guess. He did not panic. He wanted to understand the facts, isolate the issue, and find the right path forward.

That mindset became part of AKUVO’s culture. And it is one of the reasons so many people instinctively knew what to do when confronted with a difficult question: Ask Mark.

The rename honors the guidance, curiosity, and problem-solving mindset that Mark brought to everyone around him. Ask Mark helps users quickly gain insights into their collections performance, portfolios, and operational data through natural-language questions.

In many ways, the experience reflects the role Mark played throughout his career. People trusted him to ask the right questions, uncover meaningful answers, and help them move forward with confidence. Today, Ask Mark extends that same spirit to every user interaction.

Those who knew Mark understand that his legacy cannot be measured solely by the products he helped create. His impact lives in the people he mentored, the teams he helped shape, and the countless individuals whose careers and thinking were influenced by his guidance.

That spirit lives at the heart of Ask Mark, standing as a lasting tribute to his legacy. By carrying his name forward, AKUVO honors the colleague, mentor, and leader whose influence continues to be felt across the company and throughout the industry.