IT Acquisitions and New B2B Products: How Tech Company Strategies Are Changing

The corporate software market is demonstrating two opposing but interconnected trends: on one hand, companies are buying ready-made solutions to expand functionality; on the other, they are creating new products to enter adjacent segments. This week, two Ukrainian IT players operating in the global market announced significant steps.

Superhuman Acquires Fathom: Why This Matters

Superhuman, known until October 2025 as Grammarly, has acquired Fathom, a service specializing in meeting recording, conversation transcription, and creating concise summaries using artificial intelligence. This is not just another M&A deal — it is a strategic move that enables Superhuman to go beyond traditional text-writing tools and enter the realm of managing communications and meetings.

For the market, this is a signal: saturation of the AI writing assistant market is pushing players to seek new growth opportunities. Integrating Fathom’s functionality into Superhuman’s products could create a comprehensive solution that addresses multiple business tasks at once — from text preparation to negotiation analysis. This is especially relevant for companies seeking a single platform to boost productivity.

MacPaw Launches Leebry: A Second Attempt at B2B

Meanwhile, Ukrainian IT company MacPaw, known for its consumer products, is preparing to launch a new AI assistant, Leebry, targeted at corporate clients. This is already the company’s second attempt to enter the B2B segment, reflecting its persistence in executing a diversification strategy.

Leebry aims to meet businesses’ need for automating routine processes using artificial intelligence. For MacPaw, this represents an opportunity to reduce dependence on consumer market cycles and build a more stable revenue stream. At the same time, entering B2B is a serious challenge, as it requires a different sales model, support approach, and solution customization.

What This Means for Small Business

For small business owners, these developments signal that AI-based tools are becoming more accessible and feature-rich. Superhuman’s acquisition of Fathom could lead to more integrated solutions that replace multiple standalone services, allowing entrepreneurs to save money and time without sacrificing quality.

Meanwhile, MacPaw’s launch of Leebry indicates growing competition among providers of AI solutions for business. This could drive down prices and improve service quality, benefiting end users. However, it’s important to monitor how these products evolve and choose those that best align with specific business processes.

Overall, the acceleration of strategic acquisitions and new product launches in the IT sector points to market consolidation and companies’ search for new growth niches. For small businesses, this means the emergence of more refined tools that can significantly simplify daily operations.

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