Fora Acquires Legends, Adding AI-Powered Personalization to Advisor Workflow

Fora Travel has acquired the tech startup Legends, an award-winning AI-powered platform that transforms zero-party consumer data into predictive insights.

Legends’ proprietary tool, LegendsDNA, taps into common data such as calendar entries, emails, and mobile activity to construct in-depth client profiles. These predictive insights enable advisors to tailor recommendations, offers, and messaging with unprecedented precision. The host agency plans to integrate the Legends technology directly into its core platform.

Fora is just the latest host agency to leverage AI to improve travel advisor workflow.

In a post announcing the news on the company’s website, Jake Peters, Fora’s co-founder and chief product & technology officer, emphasized that this integration—rather than a simple add-on—will future-proof how advisors engage clients.

“This milestone represents a major step forward in our efforts to build the most advisor-, client-, and supplier-centric travel platform in the industry,” said Peters. “From day one, Fora’s goal has been to empower meaningful, sustainable, and fun work for travel entrepreneurs. This acquisition allows us to accelerate that commitment, providing our community with even more sophisticated tools, tech, and support to thrive in this age of AI.”

Legends founders Shaina Shiwarsky and Stephanie Daniel will be joining the Fora team, with Shiwarsky joining as vice president of product focused on CRM, personalization, marketing automation, and data products, and Daniel as general manager, Legends, and vice president of strategic initiatives, continuing to explore uses for the Legends technology.

“After realizing on both sides that building together on the same team could be a lot more rewarding than through a customer/vendor relationship, we were able to convince Stephanie and Shaina to continue their entrepreneurial journey together with ours,” said Peters.