# Buying Group

Canonical: <https://www.lusha.com/releases/buying-group/>

Released August 17, 2026 · Week of Aug 17

Topics: API, MCP, Workspace, Prospecting, AI, Buying group

Deals are won by more than the person who signs. Buying Group uses Lusha intelligence, shaped by your profile as a seller, to rank the people involved in a purchase by their role, so you can multi-thread from the first touch.

![Buying group for a target account with decision makers, potential champions and end users](https://www.lusha.com/wp-content/uploads/2026/11/Buying-Group-hd-1024x608.webp)

## What it is

Buying Group now goes beyond Decision Makers. Two new roles, Potential Champion and End User, sit alongside Decision Maker, so you see who approves the purchase, who can push it forward internally and who will use the product every day. It works in the Lusha platform, the Lusha API and Lusha MCP.

- **Decision Maker** The senior contact who approves the purchase.
- **Potential Champion** The internal advocate who can move the deal forward.
- **End User** The people who will use the product day to day.
- **Everywhere you work** Open it from any companies table in Lusha, or map up to 25 companies per call in the API and MCP.

[Try it](https://www.lusha.com/buying-group-mapping/?utm_source=lusha_website&utm_medium=whats_new&utm_campaign=buying-group) · [Learn more](https://docs.lusha.com/user-guide/ai-recommendations/buying-group-find-the-right-contacts-fast)

## Good to know

In Lusha, hover over a company in a companies table and click Decision Makers, or use View Employees on a saved table. A contact can hold more than one role. Credits vary by role and apply the same way in the platform, the API and MCP.