Pri0r1ty AI
The business, the turning points, and the decisions behind them.
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Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company does
Pri0r1ty AI is a UK AI SaaS company delivering growth solutions to small businesses: AI voice agent Vox, AI customer support agent Advisor, and data-enrichment tool Compass ID. In December 2024 it was reverse-acquired by cash shell Alteration Earth PLC, admitted to London's AIM market and renamed Pri0r1ty Intelligence Group PLC (AIM: PR1). It has since acquired data-marketing firm Halfspace and rescued employee-benefits platform Pirkx from administration, growing to 200+ paying users.
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Reverse takeover and AIM listing
Alteration Earth PLC completed the reverse acquisition of Pri0r1ty AI Ltd in December 2024, was admitted to AIM and renamed Pri0r1ty Intelligence Group PLC.
- Acquisitions
In July 2025 Pri0r1ty acquired Halfspace, a data-led marketing business, and later rescued Pirkx from administration for its SME user base.
- Loss-making full year
For the year ended September 30, 2025, Pri0r1ty reported revenue of 174,174 pounds and a pretax loss of 10.3 million pounds, reflecting 7 million pounds of reverse-takeover costs; shares traded down about 90% from the IPO price.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
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Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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