Embodiments of the present invention provide a solution to manage software licenses within a cloud computing environment. Specifically, aspects of the present invention (among other things): determine a requester's/customer's needs; identify a set (at least one) of providers capable of addressing the requester's licensing needs; and match the customer with the most appropriate provider. The embodiments of the present invention will also analyze current licensing configurations/models of the requesters, providers, and software vendors to identify areas of potential improvement. This provides the functionality necessary to adjust software license level in a dynamic fashion so as to best meet the customer's needs.