Priority Software, an Israeli maker of cloud ERP and business management software, has acquired Fireberry, a Tel Aviv company that sells an AI-powered customer relationship management (CRM) platform to small and mid-sized businesses. Priority announced the deal on November 5, 2026.
Priority's announcement did not disclose financial terms. Israeli business daily Calcalist, in its English-language edition CTech, reported that the deal values Fireberry at more than NIS 100 million (about $31.2 million). According to CTech, Priority will first buy a controlling stake of more than 50% and will hold an option to buy the remaining shares from founder Amir Segev.
Priority plans to combine Fireberry's CRM with its cloud ERP into a single business management suite. Fireberry will continue to be sold as a standalone product and will also be offered inside Priority's Cloud ERP platform.
What Fireberry built
Fireberry, which was previously known as Powerlink, sells an all-in-one CRM that combines sales, marketing automation and customer service tools, with AI features built in. Its modules can be customized, and the platform offers native integrations and an open API. Priority said customers use it to manage complex business-to-business sales pipelines, handle service calls and run several sales teams at once.
Its customers range in size and include car dealerships, real estate agencies, nonprofits, education providers and retail chains. Fireberry's website says the product has more than 20,000 users and shows logos of companies such as Sixt, IL Makiage, Be the Bank, Remax and Powtoon. CTech reported that Fireberry has thousands of customers in Israel.
“With thousands of customers, Fireberry is a proven CRM platform in its own right.”
Why Priority is buying
Priority sells ERP software, and has been adding AI features to it, including an AI assistant called AI Companion and specialized AI agents. Bringing in a CRM lets it link customer activity such as sales and service with the operational and financial data already in its system.
The company said the combined suite will use one data model as a single source of truth for customer and business data. It promised real-time insight into customer interactions, sales and operations, predictive analytics, automation, and the ability to query data in plain language through AI Companion. Priority also argued that closer links between CRM and ERP will reduce data silos and IT complexity for customers who now run separate systems.
"With thousands of customers, Fireberry is a proven CRM platform in its own right," said Sagive Greenspan, Priority's chief executive. Segev, Fireberry's chief executive, said the two companies would bring AI capabilities to a broader audience together. Neither company said whether Fireberry's staff or brand will change.
The founders and the company
Segev founded the company in 2011, according to a 2023 report by Israeli news site Walla, which put its headcount at about 40 at the time. Fireberry's website lists Segev as chief executive and co-founder and Noga Schryer as chief revenue officer and co-founder. CTech reported that Fireberry now has about 30 employees.
No outside funding or investors for Fireberry have been reported, and the companies did not say what share of Fireberry Segev owned before the deal.
Priority's acquisition streak
Priority has been buying companies since Blackstone took control of it in May 2024, when the investment firm bought a controlling stake from Fortissimo Capital and TA Associates. CTech reported that the two sellers together sold 70% of Priority in that deal at an $800 million valuation.
Fireberry is Priority's fifth acquisition since the Blackstone takeover and its largest so far, according to CTech. Earlier deals include Expo-Net, a construction software company, and, in June 2026, Obol, which makes AI tools that forecast cash flow, Dealroom reported.
Priority says it serves about 75,000 customers in 70 countries, from multinational companies to small businesses, and has offices in the United States, the United Kingdom, Belgium and Israel. Dealroom described CRM as the next piece of an ERP stack Priority is assembling through acquisitions, and said the deal's value will depend on how well the products work together.
