Exari and Apttus are legacy CLM brands that have been absorbed into Coupa and Conga respectively. The pricing intelligence most customers need is about migration economics, not the original product pricing — and the migration moment is the strongest negotiation leverage available.
Exari / Apttus sits within the broader legal and contract lifecycle management category, where pricing models vary more dramatically than in most enterprise software segments. Understanding how Exari / Apttus specifically structures its pricing is the starting point for any defensible enterprise negotiation. Exari and Apttus are two legacy CLM brands that have both been consolidated into larger software vendors. Exari was acquired by Coupa in 2019 and is now part of Coupa's Business Spend Management platform as Coupa Contract Lifecycle Management. Apttus was acquired in 2020 by the private equity vehicle that owns Conga; the Apttus products have been renamed and are now part of the Conga platform, primarily as Conga Contracts and Conga CPQ. If your organization still holds Exari or Apttus contracts, the pricing intelligence you need is about what happens at migration and renewal — not about the original Exari or Apttus pricing models, which are effectively legacy.
For legacy Exari customers, the current commercial trajectory is migration to Coupa CLM. Coupa has been methodical about retiring the Exari brand and converting customers to Coupa-branded contracts at renewal. The Coupa CLM pricing model is tied to the broader Coupa Business Spend Management platform and reflects Coupa's enterprise positioning as an integrated procurement-and-spend-management suite. Standalone CLM purchases from Coupa are possible but priced less competitively than bundled deals that include Coupa procurement or Coupa Source-to-Pay.
For legacy Apttus customers, the current commercial trajectory is migration to Conga Contracts. Conga's approach to legacy Apttus accounts has followed a similar pattern to DocuSign's SpringCM migration — grandfather periods followed by repricing at first renewal post-grandfather. Most legacy Apttus customers have now been migrated to Conga pricing, though a small population of customers with extended grandfather terms may still be approaching their first Conga CLM renewal in 2026–2027. The Apttus-to-Conga migration typically represents a 20–35% effective price increase for comparable scope of functionality.
Our benchmark dataset covers 32 Exari / Apttus contracts signed between 2023 and 2026. The figures below reflect fully negotiated post-discount subscription pricing and exclude implementation SOWs, which are contracted separately.
| Organization Scale | Contract Volume / Scope | List Subscription (Annual) | Typical Paid After Discount | Year 1 Implementation |
|---|---|---|---|---|
| Legacy Exari pre-migration | Pre-2019 Exari terms | $90,000 – $240,000 | $70,000 – $185,000 | N/A (legacy deployed) |
| Exari migrating to Coupa CLM | First renewal post-grandfather | $180,000 – $450,000 | $130,000 – $330,000 | $80,000 – $320,000 (migration) |
| Legacy Apttus migrating to Conga Contracts | First renewal post-grandfather | $150,000 – $380,000 | $110,000 – $280,000 | $70,000 – $250,000 (migration) |
The common overpayment pattern in Exari and Apttus migrations: customers accept the migration proposal as presented because the brand continuity implies continuity of pricing. In reality, both migrations trigger effective repricing events of 20–35% above the legacy terms. Benchmark the migration proposal against both your legacy contract and against current net-new Coupa CLM or Conga Contracts market pricing — and negotiate the migration as a formal negotiation event, not as a routine renewal.
Upload your Exari / Apttus proposal or renewal quote and get a full pricing benchmark analysis within 24 hours. We cover subscription, implementation, module-level pricing, and the specific negotiation levers that move Exari / Apttus's deal desk.
Submit Your Contract →Migration negotiations for legacy Exari and Apttus customers have meaningful commercial flexibility because both Coupa and Conga treat these customers as retention priorities with incumbent-switching dynamics. However, the flexibility is narrowing as the legacy populations shrink and both platforms unify commercial practices around their current branded products.
| Discount Band (Subscription) | % of Deals | What Drove This Outcome |
|---|---|---|
| Under 15% off current list | 20% | Migration without alternative evaluation, quick single-year renewal |
| 15–26% off list | 36% | Migration with module rationalization, 3-year commitment |
| 27–38% off list | 30% | Migration with credible alternative evaluation (Icertis, Ironclad, ContractPodAi) |
| 39–52% off list | 14% | Large enterprise exit threat, Q4 timing, full Business Spend / CPQ bundle leverage |
The strongest pricing lever in an Exari or Apttus migration is a credible exit threat paired with a specific alternative. For Exari-to-Coupa migrations, Ironclad and Icertis create the most effective competitive pressure. For Apttus-to-Conga migrations, Ironclad and DocuSign CLM are the highest-impact alternatives. The second strongest lever is bundle leverage — Coupa accounts that also have Coupa procurement, or Conga accounts that also have Conga CPQ, can negotiate the CLM component within a larger commercial envelope where vendor flexibility is higher.
Coupa CLM inherits the Exari feature set with Coupa's ongoing enhancements, including deeper integration with Coupa procurement and supplier management. Coupa CLM pricing is tiered based on deployment scope (standalone CLM, procurement-bundled, full Business Spend Management). Standalone CLM pricing is less commercially flexible than bundled deals; customers with existing Coupa procurement footprint have materially better CLM pricing leverage.
Conga Contracts inherits the Apttus Contract Management feature set, now integrated with the broader Conga platform including Conga CPQ. See our Conga Contracts pricing benchmark for current commercial dynamics. Apttus-origin customers migrating to Conga typically see a 20–35% effective price increase for comparable functionality scope, though the exact dynamics depend on the specific Apttus modules originally licensed.
Both Exari and Apttus had richer module portfolios than their successor products at the time of migration. Some modules were discontinued or consolidated into core platform capabilities. Legacy customers migrating should audit which modules they actually use versus which they licensed but never deployed — the migration is an opportunity to drop unused module cost, which Coupa and Conga sales teams rarely propose unilaterally.
Our benchmark covers module-level pricing and identifies which capabilities comparable organizations actually deploy versus what Exari / Apttus proposes. Submit your quote for analysis.
Submit Your Contract →Migration proposals often emphasize brand continuity ("still the Exari product you know") to minimize negotiation energy from customers. The reality is that migration triggers a full commercial repricing event. Treat the migration negotiation with the same rigor as a new-vendor selection, including RFP, competitive bids, and formal commercial negotiation.
Coupa will push Exari customers toward bundled Coupa procurement + CLM contracts; Conga will push Apttus customers toward bundled Conga CPQ + Contracts contracts. Bundle pricing may produce better unit economics, but only if the bundled products are actually needed. Declining a bundle offer is an acceptable negotiation position and can reveal additional standalone CLM flexibility the sales team holds in reserve.
Exari and Apttus data structures did not always map cleanly to Coupa or Conga data models. Some migrations have required significant data transformation, often billed separately from the core migration SOW. Clarify data migration scope and pricing explicitly before signing, and verify historical contract metadata will be preserved at the migration.
Some Exari and Apttus capabilities were not migrated to the successor platforms and may require replacement with Coupa or Conga add-on modules (or third-party products). Audit your actual feature usage in the legacy system before migration and ensure the migration proposal includes explicit coverage for all actively used capabilities — or acknowledges which capabilities will be discontinued and any customer-side replacement work required.
Coupa operates a January fiscal year end; Conga operates a January fiscal year end. Both vendors' strongest discount windows are Q4 (October–January for their fiscal year). Exari and Apttus migration negotiations benefit from aligning the migration close with the acquiring vendor's Q4 to maximize retention pricing flexibility. Begin the migration conversation 12–15 months before grandfather-period expiration to allow full-cycle negotiation timing.
For customers still on grandfathered Exari or Apttus terms, renewal pricing retains the legacy model until the grandfather period expires. Post-migration, renewal pricing follows the successor vendor's standard renewal practice — Coupa CLM renewals apply 5–8% annual escalators; Conga Contracts renewals apply 5–8% with expansion proposals common. The first post-migration renewal is typically less contentious than the migration itself, because the repricing event has already occurred.
Post-migration renewal negotiations benefit from competitive evaluation. For Coupa CLM (successor to Exari), reference alternatives include Ironclad CLM, Icertis, and Agiloft CLM. For Conga Contracts (successor to Apttus), reference alternatives include Ironclad CLM and DocuSign CLM.
The migration from Exari to Coupa CLM or from Apttus to Conga Contracts is the strongest negotiation leverage a legacy customer will have with either vendor for 3–5 years. That leverage is rarely used fully. Most migrations are treated as routine renewals with a brand change attached, which is precisely the framing Coupa and Conga sales teams prefer. A strategic approach to the migration treats it as a full vendor selection event.
For Exari customers evaluating alternatives to Coupa CLM at migration, the strongest alternatives are Icertis (for enterprise-scale, regulated-industry deployments), Ironclad (for legal-led, workflow-heavy deployments), and ContractPodAi (for AI-heavy, high-user-count deployments). Coupa's strongest defensive position is customers who also use Coupa procurement or Coupa Source-to-Pay, where the integration value is genuine. Exari customers without a broader Coupa footprint have the weakest strategic argument for staying with Coupa CLM post-migration.
For Apttus customers evaluating alternatives to Conga Contracts at migration, the strongest alternatives are Ironclad (the most direct competitor on user experience and workflow), DocuSign CLM (for organizations with heavy DocuSign Signature usage), and Icertis (for enterprise-scale deployments). Conga's strongest defensive position is customers who also use Conga CPQ or Conga Composer, where the platform integration value is real.
Both migrations involve meaningful implementation work, even when the customer chooses to stay with the successor vendor. Exari-to-Coupa migrations typically run 4–9 months depending on configuration complexity and historical data volume. Apttus-to-Conga migrations run 5–12 months, with the longer timeline reflecting the deeper Apttus configuration typical of legacy enterprise deployments. If the customer chooses to switch to an alternative vendor at migration, the implementation timeline for the new vendor's deployment must be planned alongside the graceful exit from the legacy platform.
The most common migration issue is under-resourced data migration. Legacy Exari and Apttus deployments frequently contain 10+ years of historical contract metadata, clause libraries, and workflow configurations. Porting this to the successor platform — or to an alternative vendor — requires dedicated data migration resources. Negotiate explicit data migration scope, methodology, and quality assurance in the migration SOW, whichever vendor is selected. Organizations that treat data migration as a side task in migration planning routinely encounter data quality issues 3–6 months post-migration that are expensive to remediate.
Five questions consistently surface issues in Exari-to-Coupa or Apttus-to-Conga migration proposals that customers overlook. First: what is the full scope of capabilities in my current Exari or Apttus deployment, and how does each capability map to the successor product — as core functionality, as paid module, or as discontinued? Both migrations involve capability mapping that reveals pricing implications not obvious from the brand-transition framing. Second: what are the data migration responsibilities, scope, and cost, and what quality assurance is built into the migration methodology?
Third: what is the negotiated subscription cost for the post-migration contract compared to both my legacy terms and to current net-new customer pricing? Both comparisons are informative; neither alone is sufficient. Fourth: what term, renewal, and most-favored-nation provisions apply post-migration, and what exit provisions protect my data and configuration investment if I choose to switch vendors at a future renewal? Fifth: what change-of-control provisions apply given that both Coupa and Conga have private equity ownership structures that may produce future transactions?
These migration negotiations are the strongest commercial leverage the customer will have with the successor vendor for 3–5 years. Customers who invest the negotiation energy at migration consistently achieve 15–25% better total cost of ownership over the subsequent contract term than customers who treat migration as a routine brand-continuity event.
Exari was acquired by Coupa in 2019 and is now part of Coupa's Business Spend Management platform as Coupa CLM. Apttus was acquired in 2020 by the private equity vehicle that owns Conga; Apttus products have been merged into the Conga platform, primarily as Conga Contracts. Both legacy brands are being phased out of new sales materials and customer-facing contracts.
No. Neither brand is available for new purchases. New CLM purchases replace them with Coupa CLM (for Exari functionality) or Conga Contracts (for Apttus functionality). Existing customers continue to operate under their legacy contracts until grandfather periods expire, at which point migration to the current branded product occurs.
Both migrations typically represent 20–35% effective price increases for comparable functional scope. The exact increase depends on your legacy terms, module licensing, and negotiation at migration. Benchmark the migration proposal against current market pricing for the successor product, not just against your legacy terms, to get a complete picture.
The migration moment is your strongest negotiation leverage with Coupa or Conga for 3–5 years. It is worth running a formal evaluation of alternatives at migration time, even if you ultimately stay with the successor vendor. For Exari customers, Icertis and Ironclad are the most credible alternatives. For Apttus customers, Ironclad and DocuSign CLM are the most credible. The evaluation itself, even without intent to switch, is worth the effort.
Extended grandfather terms are valuable and should be preserved until contractually required to migrate. Begin the migration negotiation 12–15 months before the grandfather end date to allow adequate time for alternative evaluation and commercial negotiation. Do not migrate early just because the sales team suggests the successor product offers "better capabilities" — the pricing implications of early migration typically exceed any capability benefit.
Upload your Exari / Apttus proposal or renewal quote. Within 24 hours, you'll receive a full benchmark covering subscription pricing, implementation cost norms, module-level pricing, and the specific negotiation positions that move Exari / Apttus's account team.
Submit Your Contract →Related vendor intelligence: Conga Contracts Pricing | Ironclad CLM Pricing | Icertis Pricing | CLM Category Benchmark Guide