Priority acquires AI-powered CRM company Fireberry in deal valued at over $30 million
The transaction marks the Israeli software company's fifth acquisition since Blackstone took control in 2024, and its largest to date under the investment firm's ownership.
Israeli software company Priority is making its fifth acquisition since coming under the control of investment firm Blackstone. Calcalist has learned that Priority is acquiring Fireberry, formerly known as Powerlink, in a deal that values the company at more than NIS 100 million ($31.2M). Under the terms of the transaction, Priority will initially acquire more than 50% of Fireberry's shares and receive an option to purchase the remaining stake from founder Amir Segev.
Fireberry develops and markets AI-powered software for managing sales, marketing and customer service operations. Its core product is a customer relationship management (CRM) platform with artificial intelligence capabilities built into the system. The company serves thousands of customers in Israel, operates out of Tel Aviv and employs approximately 30 people.
Fireberry's business complements Priority's portfolio of software platforms for organizational management. The acquisition is also intended to support Priority's efforts to expand its presence in artificial intelligence. It is the largest of the five acquisitions Priority has completed under CEO Sagive Greenspan since Blackstone became its controlling shareholder.
In May 2024, Blackstone, one of the world's largest investment firms, acquired a controlling stake in Priority from Fortissimo Capital and U.S.-based TA Associates. The two investors sold a combined 70% stake in the company at a valuation of $800 million. Blackstone's operations in Israel are managed by Yifat Oron, alongside Danny Gillerman.
The Fireberry deal follows a series of acquisitions by Priority in recent years, a strategy that began even before Blackstone's investment. Priority now serves 75,000 customers in 70 countries.
