Pri0r1ty Intelligence Group, the AIM-listed AI company that delivers growth solutions to small and medium enterprises, has acquired the operating assets and technology of Pirkx, an SME-focused wellbeing and healthcare benefits platform.
The company paid £50,000 in cash for the assets, along with a royalty payment capped at £350,000, equivalent to 4% of revenues over five years.
Pirkx was acquired from BTG Begbies Traynor London, the platform's administrators, on a debt-free basis, though Pri0r1ty will assume payroll liabilities of around £38,000 a month.
Founded in 2018, Pirkx offers 24/7 virtual GP access, telephone counselling, gym discounts and more than 2,500 retail cashback offers to small business employees and contractors.
The platform has over 10,800 active paying members in the UK as of June 2026, which Pri0r1ty expects to integrate immediately, alongside a pipeline of further potential memberships.
For the year to 30 April 2025, Pirkx reported turnover of £554,584 and a pre-tax loss of £965,000, having previously invested £5.4 million in the platform's development.
Pri0r1ty plans to deploy its artificial intelligence tools, including voice agent Vox and customer support tool Advisor, to automate onboarding and support functions that had weighed on Pirkx's margins.
The company also intends to use its Compass ID data tool to analyse Pirkx's user base for targeted marketing and cross-selling opportunities.
Pirkx users will migrate to the Pri0r1ty platform following integration, continuing their subscriptions under a Pri0r1ty Pirkx brand.
Chief executive Rory Maxwell said the acquisition gives the company direct engagement with more than 10,000 SME business owners and employees, and would help eliminate cost inefficiencies within the Pirkx business.
He added that the deal validates Pri0r1ty's strategy of acquiring undervalued user bases and applying its AI tools to expand its wider software distribution network.
The company said it was exploring further acquisitions of a similar nature and views Pirkx as a template for future deals.
Pri0r1ty operates three divisions: Halfspace, a sports marketing business; Pri0r1ty, its core SaaS platform; and Metr1c, a brand partnerships business serving the entertainment sector.
