Priority Software buys AI CRM maker Fireberry to build all-in-one business suite
What's the deal? Priority SoftwareDealroom has a profile for this one. Try Dealroom → has acquired FireberryDealroom has a profile for this one. Try Dealroom →, an AI-powered CRM company, for an undisclosed sum. The Tel Aviv-based ERP provider said the deal, announced November 5, adds a modern platform that unifies sales, marketing automation and customer service.
What each side brings: Priority sells cloud ERP and business management software to 75,000 customers in 70 countries. Fireberry runs an all-in-one CRM used by car dealerships, real estate agencies, nonprofits and retail chains.
What's the endgame? Priority plans to pair Fireberry's AI CRM with its ERP to create a single business management suite. The goal: a unified data model linking customer activity with operational and financial data, cutting data silos and IT complexity.
Fireberry will be available both as a standalone product and inside Priority's Cloud ERP platform.
What they said: "With thousands of customers, Fireberry is a proven CRM platform in its own right," said Sagive Greenspan, chief executive officer of Priority. Fireberry chief executive officer Amir Segev said the two companies would "bring best-in-class AI capabilities to a broader audience."
Why now? The deal continues a buying streak since Blackstone took a controlling stake in Priority in 2024. It has since added construction-software firm Expo-NetDealroom has a profile for this one. Try Dealroom → and, in June 2026, ObolDealroom has a profile for this one. Try Dealroom →, whose AI tools forecast cash flow.
What could go wrong? The companies disclosed neither financial terms nor detailed integration plans. Its significance will hinge on whether Priority can make the products work together, rather than simply adding another name to its portfolio.
The signal: The Fireberry deal reflects a wider software-sector push to fuse AI features with core business applications. For Priority, CRM is the next piece in an ERP stack it is steadily assembling through acquisition.
Read more: prnewswire.com
Image credit: Generated with Gemini
