Mphasis acquires Theory and Practice Business Intelligence Inc, strengthening its ‘Decisioning Intelligence’ capabilities
New Delhi –Mphasis, (BSE: 526299; NSE: MPHASIS), a global AI led, platform driven technology solutions provider, announced today, 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.
“We are excited to join the Mphasis family and bring Continuum AI into a larger platform and engineering ecosystem. TAP has shown how advanced modeling, causal inference, and optimization can materially improve decision-making. Combined with Mphasis’ scale, industry vertical expertise ontology capabilities, and execution infrastructure, we now have the opportunity to turn these domain-specific successes into reusable decision assets, that can be deployed, governed, and scaled across industries. Together, we are building a path for Enterprises from experimentation to repeatable and scalable value and business reimagine using AI. Our combined capabilities will enable clients to move beyond isolated pilots and unlock faster, more meaningful business decisions with intelligence, speed, and measurable impact,” said Dr. Rogayeh Tabrizi, Founder & CEO, Theory and Practice.
“Even when predictive models exist, many organizations lack a robust layer that structures context, links concepts consistently, and enables higher-order reasoning and decisioning. Through this acquisition, Mphasis adds to the context engineering layer, that is foundational for agentic workflows, a decision intelligence beyond point solutions, so outcomes can be designed, executed, measured, and continuously improved,” said Ramanathan Srikumar, Chief Solutions Officer, Mphasis.
Dr. Rogayeh Tabrizi would be joining Mphasis’ leadership team as Executive Vice President – CPG and Head of Decision AI. She is an alumna of Simon Fraser University, where she did her MSc in Experimental Particle Physics, working on ATLAS Detector at CERN and completed her PhD in Economics. Additionally, she spent significant time at the Department of Economics at Stanford University, where she studied under the renowned economist, Professor Matthew Jackson. She is the author of Behavioral AI: Unleash Decision Making with Data.
Mphasis acquisition of Theory and Practice:
• Reinforces Mphasis’ position as an AI led, platform enabled, products and solutions service provider
• Expands Mphasis’ Retail and Consumer Packaged Goods (CPG) portfolio
• Bring in a team of experts in AI, data science, and behavioral economics.
