Priority Software Acquires Fireberry in Deal Valued Over 100M Shekels
Israeli software firm Priority Software has acquired a majority stake in AI-driven CRM provider Fireberry in a deal valuing the company at over 100 million shekels.
Israeli software company Priority Software has acquired a majority stake in Fireberry, formerly PowerLink, in a deal valuing the target company at over 100 million shekels. This marks the fifth acquisition by Priority since it came under the control of global investment fund Blackstone.
Under the terms of the agreement, Priority will initially acquire more than 50% of Fireberry's shares, with an option to purchase the remaining equity from the company's founder, Amir Segev. Based in Tel Aviv with 30 employees, Fireberry specializes in AI-powered CRM platforms for sales, marketing, and customer service management, serving thousands of clients in Israel.
The acquisition serves a strategic role in expanding Priority's artificial intelligence capabilities across its enterprise management software solutions. Led by CEO Sagiv Grinberg, this transaction is the largest among the five acquisitions completed since Blackstone acquired a 70% stake in Priority from Fortissimo Capital and TA Associates in May 2024 at a valuation of 800 million dollars. Priority currently serves 75,000 customers across 70 countries.
