Priority Software, a provider of cloud-based enterprise resource planning and business management technology, has acquired Fireberry, an AI-powered customer relationship management software company. The acquisition expands Priority’s platform with integrated sales, marketing automation, and customer service capabilities, supporting its strategy of developing an AI-native suite for managing business operations.
Fireberry provides a CRM platform that helps organizations manage customer interactions, sales pipelines, marketing campaigns, and service activities.
Its software includes customizable modules, integrations, and an open application programming interface designed to accommodate different business requirements.
Fireberry serves thousands of customers across industries including automotive retail, real estate, nonprofit organizations, education, and general retail.
The acquisition adds these capabilities to Priority’s existing enterprise resource planning platform.
Priority ERP supports business functions such as financial management, operations, and other organizational processes.
Combining the two systems is intended to allow companies to manage customer-facing activities and internal operations using connected information.
The integration is designed to reduce data fragmentation between sales, marketing, service, and enterprise management systems.
Priority also plans to incorporate its AI Companion technology and AI agents into the combined platform.
These features will allow users to interact with customer and business information through natural-language interfaces and automated workflows.
The company expects the integrated solution to provide real-time insights into sales performance, customer engagement, and operational activity.
Predictive analytics and automation will be used to help organizations evaluate information and identify potential actions.
Fireberry will remain available as a standalone CRM solution, while customers will also have the option to use its capabilities as part of Priority’s broader cloud ERP environment.
This approach is intended to accommodate businesses that need a specialized CRM product as well as organizations seeking a more comprehensive business management platform.
Priority serves approximately 75,000 customers across 70 countries.
The company maintains offices in the United States, United Kingdom, Belgium, and Israel, supported by a global network of business partners.
Its software serves organizations ranging from smaller businesses to multinational companies.
Fireberry’s technology adds a customer engagement layer to Priority’s existing portfolio while supporting the development of additional AI-enabled capabilities.
The combination also creates opportunities to introduce Priority’s ERP technology to Fireberry customers and expand CRM functionality among existing Priority users.
Management expects the acquisition to accelerate development of an integrated business management environment in which AI tools operate across sales, service, marketing, and internal business processes.
The transaction strengthens Priority’s position in enterprise software as businesses increasingly evaluate platforms that combine traditional operational systems with embedded artificial intelligence.
KEY QUOTES
“With today’s announcement, we’re expanding our ability to help organizations manage customer relationships and business operations more intelligently. With thousands of customers, Fireberry is a proven CRM platform in its own right. Together, Fireberry, Priority ERP, and our cutting-edge aiERP capabilities create a powerful, AI-driven business management ecosystem that helps our customers work faster, make better decisions, and uncover new opportunities.”
Sagive Greenspan, CEO Of Priority Software
“We couldn’t be more excited to join forces with Priority. Together, we will bring best-in-class AI capabilities to a broader audience, empowering businesses to engage customers with unprecedented precision and efficiency. Our teams share a passion for innovation and are looking forward to working together to deliver seamless, intelligent experiences.”
Amir Segev, CEO Of Fireberry
