HBX Group, one of the world’s largest B2B travel technology platforms, has signed an agreement to acquire Israeli travel-tech company Bridgify, which develops technology for the distribution and personalization of travel experiences, Calcalist has learned.
Founded in 2019 by Amit Shamni and Yaniv Green, Bridgify employs 15 people, all based in Israel. The company has raised approximately $3 million from private investors and travel companies and has operated profitably since its early years. If Bridgify meets certain performance milestones, the deal could ultimately be worth hundreds of millions of dollars.
Bridgify’s infrastructure platform provides access to more than one million curated travel experiences from leading global providers. The platform also includes AI-based recommendation algorithms developed by the company, designed to match travelers with relevant experiences.
The acquisition aligns with HBX Group’s strategy of expanding its travel experiences offering while increasing the use of AI across its operations. Bridgify’s technology is intended to simplify how travel experiences are accessed and integrated into existing products. Through API-based connectivity and white-label solutions, partners and customers can integrate travel experiences into their platforms, launch branded marketplaces more quickly, and offer travelers more personalized recommendations.
Nicolas Huss, CEO at HBX Group, said: “This acquisition reflects our continued focus on combining technology and data to simplify the travel industry. By bringing Bridgify into HBX Group, we are not only expanding access to curated experiences but also further enhancing how our ecosystem connects experiences supply and distribution.
“We see opportunities to apply this technology more broadly, accelerating innovation in areas such as AI, automation, personalisation and how content is distributed and delivered across our ecosystem, while reducing the complexity of integrating and scaling travel products across the Group.”
Amit Shamni, CEO at Bridgify added: “Joining HBX Group marks an important milestone for Bridgify. We have built our solution to simplify how global experiences are accessed, integrated, and personalized at scale and we see a strong alignment with HBX Group’s vision for a more connected travel ecosystem. Together, we can scale these capabilities across a global network and deliver more flexible and innovative solutions for partners.”
The agreement includes an initial payment of €3 million, representing only a small portion of the overall deal structure, with the majority of the consideration tied to Bridgify’s future performance.