Priority Acquires Fireberry to Expand Its AI-Powered Business Software

Priority Software announced its acquisition of Fireberry, a company offering customer relationship management software powered by artificial intelligence, on November 5. Priority said Fireberry would remain available as a standalone product and would also become part of its Priority Cloud ERP offering. The planned combination connects Fireberry’s sales, marketing automation and customer service tools with Priority’s enterprise resource planning platform. Priority described a shared data model, predictive analytics and automation, alongside natural-language access to customer and business information through AI Companion and AI agents. These are the companies’ plans for the combined offering, rather than independently measured results of the acquisition. Priority CEO Sagive Greenspan said: “With thousands of customers, Fireberry is a proven CRM platform in its own right.” Fireberry CEO Amir Segev welcomed joining Priority and said the teams would work together on integrated customer experiences. Fireberry’s software includes customizable modules, native integrations and an open application programming interface, serving businesses and organizations including car dealerships, real estate agencies, nonprofits, educators and retailers. Priority said its wider business supports 75,000 customers across 70 countries, with offices in Israel, the United States, the United Kingdom and Belgium. The announcement set out the intended product combination but provided no integration deadline or financial terms for the transaction.