Wayflyer announces the acquisition of Conjura, an AI-driven e-commerce analytics platform. The deal advances Wayfler’s existing AI product roadmap to unlock new value for its small business customers globally.

Businesses generate large volumes of financial data across commerce, marketing and operations platforms. In most cases, for SMBs, that data sits fragmented, under-utilised and disconnected from decision-making. Conjura built an infrastructure to consolidate that data into a single view, before layering AI models on top to provide predictive insights on growth and margin performance. More recently, the team introduced a natural language interface, enabling merchants to query complex datasets in plain English.

The transaction builds on an existing relationship between the organisations. Wayflyer was originally incubated within Conjura in 2019 before becoming a standalone business. All of Conjura’s employees will join Wayflyer to accelerate the development of AI-enabled financial tools that integrate data directly into funding and growth decisions.

“What the team at Conjura has pulled off is to pivot a successful ecommerce analytics company, and supercharge it with a natural language interface that AI enables,” commented Aidan Corbett, CEO and Co-Founder of Wayflyer. “Personally, this is a full circle moment for me, and I’m delighted to welcome the Conjura team to Wayflyer. I know the committed team will help us achieve some great things to level the playing field for small businesses globally”.