Mphasis acquires Theory and Practice Business Intelligence

Mphasis has announced its acquisition of Theory and Practice Business Intelligence Inc. (TAP). Theory and Practice is a technology company that developed Continuum AI, a Decision Intelligence platform, that combines AI with behavioral economics to improve business decision-making and understanding buyer behavior. Established in 2018, with its headquarters in Vancouver, Canada, TAP guides leading enterprises in Financial Services, Retail and Consumer Packaged Goods (CPG) to turn their data into decisions. The acquisition has an upfront consideration of CAD 10 million at closing, with management milestone-based, multi-year contingent consideration of up to CAD 20 million. 

By leveraging TAP’s Continuum AI, a modular and scalable platform designed to support the full spectrum of real-time enterprise decision-making, TAP brings together deep expertise in AI across domains such as demand forecasting, pricing, marketing, and supply chain decisions, enabling a broad set of other industry verticals. From descriptive analytics to predictive modeling to optimization, Continuum AI enables clients to harmonize intelligence across functions while preserving the nuance of customer behavior and the significance of high-stakes business decisions. As a decision intelligence layer, Continuum AI helps accelerate time to value and enables more sophisticated decision-making through advanced AI capabilities, prebuilt machine learning models, and reusable model ontologies across areas such as revenue optimization, marketing, and promotions. Through this acquisition, Mphasis and TAP will combine elements required to drive enterprise business outcomes using AI at scale.  TAP’s Continuum AI adds the Decision Layer, using causal modeling, optimization, and behavioral economics to translate business objectives into intervention strategies.

“We are excited to welcome the TAP team, clients, and partners to Mphasis. TAP’s Continuum AI will be a key catalyst for NeoIP™, introducing a critical decision intelligence layer that can drive measurable economic outcomes for Enterprises. Over 80% of the AI spending is projected to be directed towards business reimagine and this extends Mphasis’ reach into a critical segment of AI spend initiatives. Built on advanced AI and deep behavioral economics capabilities, this combination allows us to move beyond task automation, towards systems that can reason over business objectives, constraints, and domain context, to deliver these outcomes,” said Nitin Rakesh, Chief Executive Officer, and Managing Director, Mphasis.