Priority acquires AI finance startup Obol in fourth deal since Blackstone takeover
The ERP software provider is buying the cash flow forecasting startup for tens of millions of shekels as it expands its AI capabilities and continues an acquisition strategy that has reshaped the company in recent years.
Israeli software company Priority, which develops enterprise management solutions, is making its fourth acquisition since coming under the control of U.S. private equity giant Blackstone. The company is acquiring Obol, a startup specializing in AI-based cash flow management and financial forecasting, in a deal valued at tens of millions of shekels.
Obol has developed an artificial intelligence platform that helps finance teams manage cash flow and forecast financial performance through a single system. Founded by Michael Shomer Schwartz, Ori Mizrahi and Aviv Sadra, the company securely connects to banks, ERP systems and payment processors, providing businesses with real-time visibility into their cash positions. Most of Obol's customers are located in North America. The company employs around 20 people and serves more than 100 customers in the United States.
The acquisition marks another step in Priority's aggressive expansion strategy. The company has completed nine acquisitions in recent years worth hundreds of millions of shekels. Fortissimo Capital and TA Associates continue to hold a combined 30% stake in Priority.
Fortissimo, led by Yuval Cohen, acquired the company in 2013, when it still operated under its former name, Ashbal Technologies, from a court-appointed receiver after it entered insolvency following a tax evasion scandal involving its previous owners. Fortissimo paid NIS 192 million for full ownership of the company.
Priority develops ERP systems and enterprise management software that enable customers to manage core business operations through a single platform, including finance, payroll, procurement, human resources and logistics. The company serves approximately 75,000 customers across 70 countries, employs about 660 people and is led by CEO Sagive Greenspan. Yifat Oron serves as chairman, while Tom Nides is vice chairman.
During Greenspan's tenure, Priority has pursued an active acquisition strategy aimed at expanding into new verticals, including tourism, education and engineering software.
Between 2013 and 2020, before the entry of TA Associates, Priority completed acquisitions worth approximately NIS 400 million. Since Blackstone acquired a controlling stake, another wave of acquisitions of similar scale has followed.
In May 2024, Blackstone, whose Israeli operations are led by Yifat Oron, acquired a 70% stake in Priority from Fortissimo and TA Associates at a company valuation of $800 million. Under Blackstone's ownership, Priority accelerated its acquisition strategy, completing deals including Expondo and Retailsoft.
Those acquisitions followed earlier transactions, most notably the purchase of SilverByte for NIS 120 million, which expanded Priority's presence in the hospitality sector through hotel management software used by chains including Fattal and Dan Hotels.
In October 2025, Priority acquired Expondo, a developer of cloud-based software for the construction, real estate development and architecture industries. The financial terms were not disclosed, though the deal was estimated to be worth tens of millions of shekels.
Obol's technology will be integrated into Priority's ERP platform, expanding the company's financial management capabilities. The acquisition is expected to strengthen Priority's cash flow management and forecasting tools as it seeks to broaden its portfolio of AI-powered enterprise software solutions.
