Theory+Practice
Theory+Practice is a Vancouver-based Decision Intelligence platform provider that combines AI with behavioral economics to help retail and CPG enterprises optimize demand forecasting, pricing, trade promotion, marketing, and supply chain decisions through its proprietary Continuum AI platform.
- Company typePrivate
- Founded2018
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Theory+Practice does
Theory+Practice (officially Theory and Practice Business Intelligence Inc., DBA "TAP") is a Vancouver-based enterprise software company founded in 2018 by Dr. Rogayeh Tabrizi. The company develops Continuum AI, a Decision Intelligence platform that combines AI/ML with behavioral economics to help large retail and consumer packaged goods (CPG) enterprises improve decision-making across demand forecasting, pricing optimization, trade promotion planning, marketing attribution, and supply chain coordination. The platform is built around a proprietary "Minimum Viable Data" approach that extracts value from focused data signals rather than requiring massive data lakes, and it integrates into existing ERP systems and analytics tools without rip-and-replace. Continuum AI is modular and scalable, spanning descriptive analytics, predictive modeling, and optimization engines, with documented technical performance including up to 96.5% forecast accuracy, 28% gross margin uplift, and 2.5x promotional ROI lifts for enterprise clients.
The company operates an enterprise SaaS model with quote-based annual subscription pricing, supported by a consultative field sales motion targeting executive-level stakeholders at large retail and CPG brands. Named customers include Walmart, Coca-Cola, Johnson & Johnson, Costco, Saks Fifth Avenue, Unilever, King Hawaiian, London Drugs, and POM Wonderful. The CEO authored the Amazon Canada Bestseller "Behavioral AI: Unleash Decision Making with Data" and was recognized as AI Leader of the Year 2023 by WLDA. The company is PIPA (British Columbia Personal Information Protection Act) compliant and references international privacy best practices.
In April 2026, Theory+Practice was acquired by Mphasis (BSE: 526299; NSE: MPHASIS), an AI-led technology solutions provider, for CAD 10 million upfront plus up to CAD 20 million in milestone-based contingent consideration, conducted through Mphasis' Irish subsidiary. The acquisition integrates Continuum AI as the decision intelligence layer within Mphasis' NeoIP ecosystem. Pre-acquisition, the company reported declining revenue of CAD 1.71 million in FY25, down from CAD 3.13 million in FY24. Founder and CEO Dr. Rogayeh Tabrizi joined Mphasis as Executive Vice President – CPG and Head of Decision AI following the acquisition.
Theory+Practice firmographics
Firmographics- Name
- Theory+Practice
- Legal name
- Theory and Practice Business Intelligence Inc.
- Website
- https://tap.work
- Company type
- Private
- Founded year
- 2018
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Theory+Practice is a Vancouver-based Decision Intelligence platform provider that combines AI with behavioral economics to help retail and CPG enterprises optimize demand forecasting, pricing, trade promotion, marketing, and supply chain decisions through its proprietary Continuum AI platform.
- Ownership category
- akta.pro rank
Theory+Practice industry classification
Industry- Product category
- Decision Intelligence Software
- NAICS
- Management Consulting Services (54161), Marketing Consulting Services (541613), Software Publishers (5132)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Pricing, Revenue & Commercial Analytics (BPAHALAM)
- akta.pro secondary industries
- Model Deployment, Serving & Inference Platforms (HDAAABAF), Marketing Automation Platforms & Services (BPAFAFAC)
Keywords
Where Theory+Practice is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Theory+Practice business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Enterprise Software Platform: SaaS-based Decision Intelligence platform providing AI-powered analytics and optimization for enterprise clients in retail and CPG sectors. Revenue derived from platform licensing and implementation services integrated into Mphasis' NeoIP offerings. Prior to acquisition, the company reported declining revenues of CAD 1.71 million in FY25, down from CAD 3.13 million in FY24.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise custom pricing through direct sales engagement |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Theory+Practice product offering
Product offeringCore offering
Theory+Practice sells Continuum AI, a SaaS-based Decision Intelligence platform that combines artificial intelligence with behavioral economics to help large retail and CPG enterprises improve decision-making across demand forecasting, pricing, trade promotion planning, marketing attribution, and supply chain operations. The platform is sold via direct enterprise sales with custom pricing and integrates with existing ERP and analytics tools using a Minimum Viable Data approach.
Product overview
Theory+Practice offers Continuum AI, a modular Decision Intelligence platform designed specifically for retail and consumer packaged goods (CPG) leaders. The platform integrates AI with behavioral economics to enable demand forecasting, pricing optimization, trade promotion management, and marketing coordination across enterprise functions. Continuum AI connects data silos and replaces guesswork with dynamic, consumer-first decision intelligence, supporting the full spectrum from descriptive analytics to predictive modeling to optimization.
Differentiator
Problem solved
Functional benefit
Products and services
- Continuum AI AI-powered Decision Intelligence platform that combines artificial intelligence with behavioral economics to improve enterprise decision-making across demand forecasting, pricing, trade promotion, marketing attribution, and supply chain operations for large retail and CPG brands.
Quantifiable outcome
- Up to 96.5% forecast accuracy
- +6 more outcomes
Companies that use Theory+Practice
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Theory+Practice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature7 records
Theory+Practice partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MphasisflagshipMphasis acquired Theory and Practice Business Intelligence Inc. (TAP) for an upfront consideration of CAD 10 million with additional milestone-based contingent consideration of up to CAD 20 million over multiple years. The acquisition integrates TAP's Continuum AI Decision Intelligence platform into Mphasis' NeoIP ecosystem, adding decision intelligence capabilities to Mphasis' AI platform portfolio. TAP's founder and CEO Dr. Rogayeh Tabrizi joined Mphasis' leadership team as Executive Vice President - CPG and Head of Decision AI. The acquisition strengthens Mphasis' capabilities in Retail and Consumer Packaged Goods sectors.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Theory+Practice competitors and assessment
Company assessmentDirect peers
- RELEX Solutions: RELEX Solutions provides AI-driven retail and supply chain planning — demand forecasting, inventory optimization, and pricing — for grocers and CPG manufacturers. Direct peer in retail/CPG decision intelligence with comparable enterprise SaaS GTM.
- C3.ai: C3.ai is an enterprise AI applications platform that delivers pre-built and configurable AI solutions for demand forecasting, pricing, and supply chain optimization across industries. Direct peer: both sell enterprise AI decision-support platforms to large industrial, retail, and CPG customers with comparable GTM motions.
- Kinaxis: Kinaxis offers concurrent supply chain planning with demand forecasting and inventory optimization for retail, CPG, and industrial customers. Direct peer on the supply chain optimization and demand planning side of Continuum AI.
- o9 Solutions: o9 Solutions provides AI-powered integrated business planning for demand sensing, forecasting, pricing, and supply chain for retail and CPG. Direct peer: highly overlapping product surface (demand planning, trade promotion, pricing optimization) and customer base with Theory+Practice.
- Blue Yonder: Blue Yonder (formerly JDA) is a leading supply chain and retail planning platform offering demand forecasting, inventory optimization, and pricing solutions to global retailers and CPGs. Direct peer in retail/CPG decision intelligence with broader functional breadth.
Broad incumbents
- Databricks: Databricks provides a unified data and AI platform used heavily by large retailers and CPGs for advanced analytics, ML, and decisioning workloads. Comparable as a broad incumbent whose data/AI stack overlaps with the underlying capabilities Continuum AI delivers on top.
- Palantir Technologies: Palantir's Foundry and AIP platforms provide enterprise decision intelligence and operational data integration for large organizations including CPG and retail. Comparable as a much larger incumbent in the same AI-driven enterprise decision-making category TAP targets.
- Salesforce (Einstein / Marketing Cloud): Salesforce offers AI-driven marketing, trade promotion, and CRM analytics for enterprise retail and CPG via Einstein and Marketing Cloud. Comparable as a broad incumbent whose AI-powered marketing optimization overlaps with Continuum AI's marketing attribution and channel optimization capabilities.
Emerging players
- DataRobot: DataRobot provides an enterprise AI/ML platform for building, deploying, and managing predictive models including demand and pricing use cases. Comparable as an ML platform targeting enterprise forecasting and optimization workloads, though more horizontal than TAP's vertical specialization.
- ThoughtSpot: ThoughtSpot provides AI-powered analytics and decisioning for enterprise business users, including retail and CPG. Comparable as an emerging enterprise analytics/decision-support player competing for similar budget allocation within large enterprises.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Theory+Practice social profiles
Digital presenceTheory+Practice compliance and trust
Trust signalCompliance1 record
Theory+Practice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Theory+Practice leadership team
Management profileNumber of profiles
Profiles1 record
Theory+Practice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Theory+Practice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Theory+Practice
What does Theory+Practice do?
Theory+Practice sells Continuum AI, a SaaS-based Decision Intelligence platform that combines artificial intelligence with behavioral economics to help large retail and CPG enterprises improve decision-making across demand forecasting, pricing, trade promotion planning, marketing attribution, and supply chain operations. The platform is sold via direct enterprise sales with custom pricing and integrates with existing ERP and analytics tools using a Minimum Viable Data approach.
Is Theory+Practice a public or private company?
Theory+Practice is a private company. It is classified as corporate owned and is currently acquired.
When was Theory+Practice founded?
Theory+Practice was founded in 2018. It employs 11 to 50 people.
Where is Theory+Practice based?
Theory+Practice is headquartered in Vancouver, Canada, in the North America region.
How does Theory+Practice make money?
One revenue line is on record: enterprise Software Platform.
Who are Theory+Practice's main competitors?
Direct peers on record are RELEX Solutions, C3.ai, Kinaxis, o9 Solutions and Blue Yonder. Broad incumbents are Databricks, Palantir Technologies and Salesforce (Einstein / Marketing Cloud). Emerging players are DataRobot and ThoughtSpot.
Does Theory+Practice have an API?
No public API is recorded for Theory+Practice.
What industry is Theory+Practice in?
Theory+Practice's product category is Decision Intelligence Software. Its primary akta.pro industry code is BPAHALAM, Pricing, Revenue & Commercial Analytics, with a secondary code of HDAAABAF, Model Deployment, Serving & Inference Platforms. Its NAICS code is 54161 and its SIC code is 8742.