Buy Unites Irish Analytics Firms

eCommerce financing and marketing analytics platform Wayflyer has acquired ecommerce analytics platform Conjura, the business in which it was incubated seven years ago before splitting off. Both firms are headquartered in Dublin, Ireland.

Wayflyer offers an unusual mix of funding and insights, for eCommerce stores meeting its criteria. Injections of 'up to $5m' help these firms secure advertising space and inventory, while Wayflyer's platform analyses marketing performance on a daily basis, to show retailers how to maximise the potential of their online marketing. Users can analyse customer behaviour and deliver tailored services at any stage of the purchase journey.

Conjura was founded in 2018 and has scaled to serve more than 2,000 merchants, supported by European venture capital backing. Its platform pulls together financial data from functions including commerce, marketing and operations within small and medium-sized businesses; adds AI models and produces predictive insights on growth and margin performance. A recently-added natural language interface allows merchants to query complex datasets in plain English.

Conjura's employees will now join Wayflyer, to accelerate the development of AI-enabled financial tools that integrate data directly into funding and growth decisions. Aidan Corbett, CEO and co-founder of Wayflyer, says the combination of teams will help 'to level the playing field for small businesses globally.' Fran Quilty, CEO and co-founder of Conjura, comments: 'We built Conjura to help businesses understand their data and act on it faster. Joining Wayflyer enables us to take that premise further, and put our technology in the hands of more small business founders than ever before.'

Financial terms of the transaction have not been disclosed. Web sites are at www.wayflyer.com and www.conjura.com .