Etraveli Group, the Swedish company behind flight-booking brands such as Gotogate and MyTrip, said on January 8, 2026, that it had acquired Wenrix, an Israeli startup that builds AI tools for online travel agencies and travel management companies.
Financial terms were not disclosed. Israeli business daily Globes reported market estimates that put the price at $200 million to $300 million, including future payments tied to milestones. Neither company confirmed a figure.
Wenrix will continue to operate as a fully independent company within Etraveli Group, with the same strategy, leadership team and product roadmap, the companies said. Globes reported that Wenrix planned to grow its workforce from about 80 to roughly 130 people by the end of the year, with most of the expansion in research and development in Tel Aviv.
What Wenrix built
Wenrix sells a predictive and agentic AI platform for flight sellers. Its software uses fare prediction to help agencies price tickets, offer flexible booking options and handle changes after a ticket is sold. According to Globes, the system analyses billions of price quotes a day and is built into the daily operations of large players in air travel. Globes put the global flight booking market at about $300 billion a year.
The company says it works with more than 60 of the world's largest online travel agencies (OTAs) and travel management companies (TMCs), with customers across North America, Europe, the Middle East and Asia Pacific. Flights worth more than $14 billion were sold through its platform in 2025, Globes reported.
Wenrix told Globes it had annual recurring revenue of more than $20 million, had been profitable for more than two years and was growing at about 40% a year. It has teams in Tel Aviv, Barcelona, Berlin, New York, London and Hong Kong.
“Wenrix was built to address some of the hardest problems in flight selling. Joining Etraveli Group allows us to accelerate the scale of our platform while remaining fully committed to our customers.”
Why Etraveli is buying
Etraveli described the purchase as a step in a long-term plan to strengthen and extend its business-to-business platform for selling flights, and to make more of its tools available to other companies in travel. Globes said the company wanted to bring AI deeper into its booking infrastructure and strengthen its B2B operations, which sell flight content and services to other travel companies rather than directly to travellers.
The two companies already worked together before the deal. Mathias Hedlund, Etraveli's chief executive, said Wenrix was a strong strategic fit and that the group had come to know the team through that collaboration.
Etraveli says it serves travellers in about 75 markets and has grown at a compound annual rate of more than 20% over the past decade, with partners including Booking.com. Its B2B arm includes Tripstack, a flights-as-a-service provider that specialises in virtual interlining, and a separate fintech unit whose product, PRECISION, manages risk for travel sellers and airlines. Wenrix will sit within that B2B organisation.
The founders and the funding
Wenrix was founded in 2018 by chief executive Amir Balaish, chief product officer Tor Leelo and chief technology officer Armon Avrahamy, all former members of the Israeli military's 8200 intelligence unit, according to Globes. About 60 of its 80 employees are in Israel.
The company raised $23 million before the sale. Its most recent round, in 2023, was led by Insight Partners; the size of that round was not reported. Other backers include Moshe Rafiah, a former chief executive of Travelfusion and Skyscanner, the Naftali family through Net Capital Ventures, and angel investors from the travel industry. Liad Agmon sat on the board until the acquisition.
Balaish said joining Etraveli would let Wenrix scale its platform faster while staying committed to its existing customers, and that the team had known Etraveli's management for some time.
What happens to customers
Wenrix sells to other travel agencies, and the companies stressed that it would stay independent, keep its leadership and continue its product roadmap. Hedlund said the combined business would build on existing partnerships and add new ones, and Balaish said Wenrix would keep developing tools to strengthen agency operations.
