Generic Tel Aviv skyline at sunset; not Priority Software or Fireberry offices. Photo: Daniel Lerman / Unsplash (cropped).
TEL AVIV, Nov. 5, 2026 – Priority Software has acquired Fireberry, an Israeli customer-relationship management company, adding sales, marketing automation and customer-service tools to its business-software portfolio, Priority announced Thursday.
The companies plan to combine Fireberry’s AI-powered CRM with Priority’s cloud enterprise-resource planning platform, while also offering Fireberry as a standalone product. Priority did not disclose a purchase price or the size of the stake in its announcement.
CTech reported that Priority will initially acquire more than 50% of Fireberry and receive an option to buy the remaining shares from founder Amir Segev. The report said the transaction values Fireberry at more than NIS 100 million, about $31.2 million. That is a reported valuation of the company, not an amount disclosed as paid for the initial stake.
Connecting customer data with business operations
CRM software helps a business track sales prospects, customer interactions and service requests. ERP software manages broader business operations. The acquisition is intended to connect those customer-facing and operational systems, rather than require customers to manage them as separate sets of data.
Priority said the combined offering would include its AI Companion and AI agents, letting users work with customer and business data using natural-language requests. It also described plans for predictive analytics, automation and a unified view of sales performance and operations. Those are the company’s stated product benefits, not independently measured results from the acquisition.
Priority CEO Sagive Greenspan said Fireberry would expand the company’s ability to help organizations manage customer relationships and operations. Fireberry CEO Segev said joining Priority would bring its AI capabilities to a broader audience.
The announcement did not set out a timetable for the combined product’s rollout, new pricing or migration requirements for existing customers. The promise of integration does not by itself mean all customers have already received those capabilities.
An Israeli acquisition under Blackstone ownership
Fireberry, formerly known as Powerlink, operates from Tel Aviv and employs approximately 30 people, according to CTech. The report said it serves thousands of Israeli customers. Priority describes Fireberry’s platform as serving businesses including car dealerships, real-estate agencies, nonprofits, educators and retail chains.
Priority says it serves 75,000 customers in 70 countries and has offices in the United States, Britain, Belgium and Israel. Its software ranges from cloud ERP for multinational companies to business-management products for smaller and growing organizations.
The buyer has been controlled by investment firm Blackstone since May 2024, CTech reported. That report describes Fireberry as Priority’s fifth acquisition since Blackstone took control, and the largest in that period. Those deal-ranking details come from CTech, not from a price disclosed in Priority’s announcement.
For customers, the business rationale is a closer link between sales, service and operational information. Whether the combination delivers the promised AI improvements will depend on the products and integration that follow. This is a private-company transaction; the announcement does not establish a stock-market reaction.
JBizNews Desk | Israel
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