Host agency Fora has acquired AI startup Legends and plans to integrate the technology into its platform, including the Fora Advisor Portal and consumer-facing products. Terms of the acquisition were not released.
Legends' AI-powered platform collects data to gain insights into customer behavior and preferences.
Fora had been in talks with Legends co-founders Shaina Shiwarski and Stephanie Daniel for several years about applying their technology to Fora's, said Jake Peters, Fora co-founder and chief product and technology officer.
"Ultimately, it made the most sense to make this part of our core platform -- not just add on," he said.
The technology will be applied across Fora's platform, including on future supplier-facing products the agency is developing.
For advisors, in addition to augmenting their client interactions, the technology will be used to better power Fora leads and do smarter matching.
Shiwarski and Daniel will join Fora as executives.
Shiwarski, a Fora advisor since 2024, will be vice president of product. Daniel will be general manager of Legends and vice president of strategic initiatives.