Mphasis acquires Theory+Practice

Mphasis has acquired Vancouver-based Theory+Practice Business Intelligence, the company behind Continuum AI, in a deal valued at up to CAD 30 million, including CAD 10 million upfront and as much as CAD 20 million in milestone-based contingent consideration.

The acquisition adds a decision intelligence platform focused on areas such as pricing, demand forecasting, marketing, and supply chain decisions, and gives Mphasis more depth in retail and consumer packaged goods.

Founded in 2018, Theory+Practice developed Continuum AI as a platform that combines AI and behavioral economics to improve decision-making and buyer understanding. Mphasis said the deal supports its NeoIP roadmap by adding a decision layer designed to connect business goals, constraints, and execution.

As part of the deal, founder and CEO Dr. Rogayeh Tabrizi will join Mphasis as Executive Vice President, CPG and Head of Decision AI.