Priority Software, a Blackstone-backed ERP provider, acquired a majority stake in Fireberry, an Israeli company that makes AI-powered CRM software, in a deal valuing Fireberry at more than NIS 100 million ($31.2 million), according to Calcalist. Priority took more than 50% of the shares up front and holds an option to buy the rest from Fireberry founder Amir Segev. Fireberry, which was called Powerlink before it rebranded, has about 30 employees in Tel Aviv and sells tools for tracking deals, running marketing campaigns, and handling customer service. It’ll stay on sale as a standalone CRM, but Priority also plans to offer it to its own 75,000 customers and build its AI agents into a combined platform that links customer data with finance and operations.
