LONDON: Pri0r1ty Intelligence Group PLC, an artificial intelligence company that provides growth solutions to small and midsize businesses, said Friday it has acquired the operating assets and technology platform of Pirkx Limited, a benefits and wellbeing service for employees of small and midsize enterprises.

The company, listed on London’s AIM market under the ticker PR1 and traded in the U.S. over the counter as PRIAF, said the deal gives it more than 10,800 active paying members in the United Kingdom as of June, along with what it described as a sizable pipeline of potential new memberships.

Pri0r1ty paid £50,000 in cash for Pirkx’s assets, intellectual property and business contracts, according to the announcement. The company also agreed to a royalty payment capped at £350,000, equal to 4% of revenue over five years, payable quarterly. Pri0r1ty said it can elect to defer royalty payments for the first six months after the deal closes, with royalties accruing during that period and the first payment due nine months after the acquisition.

The acquisition was structured on a debt-free basis, though Pri0r1ty will take on Pirkx’s payroll liability, estimated at about £38,000 a month. The company said it will fund the deal using its existing cash reserves.

Pri0r1ty bought the assets from BTG Begbies Traynor London LLP, which had been serving as administrator for Pirkx.

Founded in 2018, Pirkx operates a self-serve digital platform offering healthcare access, mental health counseling, gym discounts and retail cashback offers aimed at small businesses and contract workers. The platform provides round-the-clock virtual doctor access, telephone counseling and more than 2,500 retail cashback offers, the company said.

For the year ended April 30, 2025, Pirkx reported turnover of £554,584 and a pretax loss of £965,000. Pri0r1ty said Pirkx had gone through operational restructuring but retained a strong user base and a pipeline of corporate opportunities.

Pri0r1ty plans to migrate Pirkx’s users onto its own platform under a “Pri0r1ty Pirkx” brand, saying the transition should cause little to no disruption for existing subscribers. The company also intends to integrate several of its artificial intelligence products into Pirkx’s operations, including an AI voice agent called Vox to handle customer onboarding and sales calls, an AI customer support tool called Advisor, and a data analysis tool called Compass ID to segment and target Pirkx’s user base for marketing purposes.

Pri0r1ty said the acquisition fits its broader strategy of buying undervalued technology platforms serving small businesses and then applying its AI tools to cut administrative costs and expand revenue. The company said its board is evaluating additional acquisitions using the same approach.

“The acquisition of Pirkx represents a pivotal step in our growth strategy,” said Rory Maxwell, Pri0r1ty’s chief executive. He said Pirkx had built a strong product but faced administrative and operational challenges that limited its growth, and that Pri0r1ty’s AI tools were expected to reduce costs and revive the business.

Maxwell said the deal also gives the company direct engagement with more than 10,000 small-business owners and their employees, calling the transaction proof of a model built on acquiring user bases at low valuations and layering in AI-driven growth tools.