Fuel Pricing, now with Cortex AI

Every fuel pricing question. Answered in seconds.

Hourly competitor intelligence, price simulation and rules you write in plain words. Every answer comes with the reason and the next best move.

Type any pricing question and Cortex answers in seconds.

The pricing question changed. From what, to why.

For twenty years, fuel pricing tools answered one question: what are competitors charging? Today, with costs up and trips down, the question that pays is what the best price is for the whole site, and why.

A pricing analyst working in a spreadsheet

2006, Generation 1

Manual pricing

What are my competitors charging today?

Paper surveys, phone calls and a spreadsheet.

A pricing analyst using rules-based pricing software

2016, Generation 2

Rules and automation

How do I react faster?

Competitor feeds and rules that send prices to the POS.

2026, Generation 3

Intelligence that decides

What is the best price for my whole site, and why?

Trillions of signals, store impact and Cortex rules in plain words.

Six questions pricing teams ask every day.

Each one answered by Cortex the way it answers your team, with the real screen behind the answer.

Question 1 of 6

What are my competitors charging, and can I trust it?

Cortex

Every competitor price around Station 85 was refreshed this hour, and each one carries a reliability rating. One looks like a loyalty-only price, so your rules will ignore it.

Competitor price board for Fuel Station 85 with a reliability rating on every price

Nearby rival 2.479 → 2.459, just nowEvery price rated 1–4★

Because we trust the data, we’ve been able to create strategic rules per store, allowing us to be hyper-competitive.Imran Patel, Director of Fuel Strategy, EG On The Move

Question 2 of 6

Which competitors really matter?

Cortex

Two stations to the north pull 35% of your customers; the cheapest sign nearby pulls only 7%. And the station to your east matches your cuts within 40 minutes, so cutting against it buys no volume.

Mobility map showing which competitors share your customers

Customer trips from home

Question 3 of 6

What if I drop ten cents?

Cortex

At 5.859 I predict about 2,600 gallons, fuel profit holding near $1,430, and $1,150 in fuel-driven store sales, led by tobacco and beverages.

Estimated impact of a simulated ten-cent price drop

Change regular price−10¢

−15¢No change+15¢

Volume2,600 gal

Fuel profit$1,430

Fuel-driven store sales$1,150

Drag to see the trade-offBase price 5.959

Question 4 of 6

When does fuel drive my store?

Cortex

Three of every ten fuel customers walk in. Here’s what brings them, and when.

7–9 AMPeak walk-ins from the pump CoffeeLeads the morning basket After 5 PMBeer, wine and tobacco lead

Conversion IQ: percent conversion by time of day, top-selling products and time-of-day by day-of-week conversion

Cortex

Fuel drives your store from 7 to 9 AM, and coffee is what they buy. After 5 PM, beer, wine and tobacco lead. Price fuel to feed the store when it counts.

Question 5 of 6

Can my strategy run itself overnight?

Cortex

Yes. Tell me in plain words. Watch me replay it on your last 30 days first, decision by decision, then publish only inside your guardrails.

“When volume’s on target, price 2¢ over my key competitor. If margin drops under 20¢, alert me.”

30-DAY REPLAY, REGULAR

+$0

more than your actual prices

Day 0 of 30New rule vs. actual

DECISIONS

Press replay to watch Cortex test this strategy on your history.

Replay finished. This strategy would have earned $2,900 more than your actual prices, with volume about 13% higher. It set 124 of 178 prices; 3 alerts needed a person. Publish it to University station inside your guardrails?

Publish within guardrails Adjust the rule

WHENStadium event nearby

ANDRain at 70% or more

THENMatchday strategy

WITHIN40¢ floor, 3★ data

UNTIL2 hours after the whistle

That visibility ensures 100% execution of our strategy.Imran Patel, EG On The Move

Question 6 of 6

Can I ask from the forecourt?

Cortex

Yes. The new PriceEasy app gives you the same answers as your desktop, by voice or by tap, wherever you are.

Hands-free price survey by voice — **Ask by voice**Hands-free surveys and answers

AI-recommended price surveys — **AI survey picks**Only the prices worth checking

Vision AI car count — **Vision AI**Count traffic with your camera

Cortex flagging POS connectivity issues — **POS alerts**Know when a site goes offline

Ask a general AI, get a number. Ask Cortex, get the decision.

A general AI only sees the one file you upload. Cortex sees your whole business and more than a trillion external signals, so it can tell you why, and what to do next.

A general AI chat, with one uploaded file Sales_report.xlsx

Sales are down 12.6%. Review prices and external factors.

Cortex, connected to your business

POS salesDown 12.6%

Competitor pricesStable, 4★

WeatherSix days of rain

Road accessClosed near two sites

FootfallDown 19%

Your strategyOn target

Sales are down because of weather and a road closure, not price. Your prices match your strategy. No action needed.

A decision, not just an answerTrillions of data points behind it

Retailers say it best.

**Imran Patel**Director of Strategy, EG On The Move

**Tanya Schultz**Fuel and Car Wash Operations Manager, Coborn’s

Imran Patel’s quote from MobilityPlaza, April 2026.

Six of the world’s 10 largest convenience chains work with PriceEasy.

So do 160+ fuel and convenience brands, for pricing, market insight and price surveys, from single sites to global networks.

160+brands trust Cortexacross 30,000 locations

Questions about getting started.

How long does it take to go live?

On average two to four weeks from contract to prices on the pump, including your POS connection, competitor mapping and your first strategies.

Will Cortex change prices without me?

Only inside the guardrails you set: margin floors, minimum data confidence and how often a price may change. Outside them, Cortex alerts you instead.

Is our data secure?

PriceEasy is SOC 2 certified and GDPR compliant.

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Fuel Pricing

Every fuel pricing question. Answered in seconds.

The pricing question changed. From what, to why.

Manual pricing

Rules and automation

Intelligence that decides

Six questions pricing teams ask every day.

What are my competitors charging, and can I trust it?

Which competitors really matter?

What if I drop ten cents?

When does fuel drive my store?

Can my strategy run itself overnight?

Can I ask from the forecourt?

Ask a general AI, get a number. Ask Cortex, get the decision.

Retailers say it best.

Six of the world’s 10 largest convenience chains work with PriceEasy.

Questions about getting started.

160+ Companies

1T+ Data Points

25 Countries

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