Mphasis Acquires TAP for CAD 10 Mn, Targets CAD 20 Mn Earnout

Mphasis announced the acquisition of Theory and Practice Business Intelligence Inc (TAP), a Vancouver-based technology firm, to strengthen its ‘Decision Intelligence’ capabilities and expand its AI-led platform strategy.

The acquisition includes an upfront payment of Canadian Dollar (CAD) 10 million, along with milestone-based contingent consideration of up to CAD 20 million over multiple years.

Founded in 2018, TAP developed Continuum AI, a decision intelligence platform that combines artificial intelligence with behavioural economics to enhance business decision-making and analyse buyer behaviour. The platform is used by enterprises across financial services, retail and consumer packaged goods (CPG) sectors.

Mphasis said TAP’s Continuum AI aligns with its NeoIP roadmap, adding a decision intelligence layer designed to support real-time enterprise decision-making across functions such as demand forecasting, pricing, marketing and supply chain operations.

Welcoming the team, CEO and MD Nitin Rakesh said 

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 behavioural 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,” he said.

The company said Continuum AI enables organisations to move from descriptive analytics to predictive modelling and optimisation, helping harmonise decision-making across business functions while preserving the nuances of customer behaviour.

“TAP has shown how advanced modelling, causal inference, and optimisation 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,” Rogayeh Tabrizi, Founder and CEO, Theory and Practice, said.

Mphasis added that the acquisition enhances its ability to deliver AI-driven outcomes by integrating causal modelling, optimisation and behavioural economics into enterprise workflows, enabling more structured, scalable decision-making.

“Even when predictive models exist, many organisations 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, which 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.

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

Mphasis said the acquisition will reinforce its position as an AI-led, platform-enabled services provider, expand its presence in retail and CPG, and bring in specialised talent across AI, data science and behavioural economics.