ATPCO, the airline-owned fare data company, has launched Architect, a pricing tool that aims to normalize and standardize content from multiple sources. The content can then be used to implement strategies with a new, streamlined workflow and user interface. Architect is already under contract with Icelandair and LATAM Airlines and undergoing active testing by many other carriers. According to the company, Architect resolves several challenges airlines face with pricing, including making it easier to onboard staff thanks to a modern user experience, enabling first-mover advantage with automated workflows, removing complexity of integrating multiple systems, and providing normalized displays of web fares. Jonathan Savitch, chief commercial officer at ATPCO, said Architect provides a modern tool “to help airlines automate the minutiae and focus on their pricing strategies.” He said the company is committed to the future of Architect with new capabilities like dynamic pricing and retailing.