Fora just acquired AI-focused data platform Legends. The deal amount wasn’t disclosed.
Fora, a 2023 PhocusWire Hot 25 Startup, says this move “strengthens its commitment to building the travel platform of the future.” The plan: mix AI and human expertise.
Both companies launched in 2021. Legends snagged a spot on the 2024 PhocusWire Hot 25 and took top prize at the 2023 Phocuswright/Web in Travel Global Startup Pitch. 
Legends’ tech, LegendsDNA, uses consumer data for predictive insights to boost personalization, engagement, and revenue. Fora will fold the tech into its advisor portal, client products, and supplier tools to scale travel distribution and improve advisor-client interactions.
Fora’s chief product officer Jake Peters said:
“The power of the Legends product to turn the data we all produce in our phones, in our emails and in our calendars into actionable insight immediately excited the builder in me, envisioning the many ways we could deploy this across our platform.”
“We’ve been talking with Legends co-founders, Shaina Shiwarski and Stephanie Daniel, for a few years about how to bring their tech into Fora. Ultimately, it made the most sense to make this part of our core platform—not just an add on.”
Legends co-founders Shiwarski and Daniel join Fora’s leadership as VP of product and GM/VP of strategic initiatives, respectively.
They said:
“We’re thrilled to bring what we built with Legends into Fora.”
“From the start, Legends has been about helping people find trusted recommendations. Joining forces with Fora allows us to bring these tools to a broader community of advisors and travelers who value more personalized travel that’s grounded in community, authenticity and real impact.”
