Trinity, the leader in integrating human and artificial intelligence for life sciences commercialisation, has acquired Verix, the pharma-native commercial intelligence company behind the patented, AI-powered Tovana platform.
Tovana is live today in global pharma, biotech, and specialty pharma commercial organizations, where it turns prescription, claims, clinical, and engagement data into continuous next-best-action, dynamic targeting, and omnichannel orchestration for brand, field, and digital teams. The acquisition brings Verix’s entire team into Trinity and adds an AI execution layer to TrinityEDGE. Terms were not disclosed.
Pharma has already bought AI but has not yet realised the pay off. Trinity’s 2025 Commercial and Medical IT benchmark found that 100 percent of surveyed organisations had adopted generative AI in some capacity, yet innovation confidence averaged just three out of five, and every respondent described their organisation as only somewhat prepared to respond rapidly to industry change. A separate Trinity benchmark of new product planning and commercial strategy leaders found only 10% had a clear AI strategy they were scaling across workflows. Adoption is universal yet impact is not.
The reason is rarely the model. It is the distance between an insight and the moment someone acts on it. Targeting lists go stale between planning cycles. Omnichannel plans degrade. Next-best-action tools get ignored because reps cannot see why they should trust them. Brands pay twice, once for insight and again for a separate execution vendor, and still struggle to show impact. Closing that insight-to-action loop is the problem TrinityEDGE with Tovana will solve.
The acquisition also advances Trinity’s growth strategy. Over the past three years Trinity has augmented its advisory and insights services with the TrinityEDGE productized commercialization platform, adding software, data, and AI alongside 1,500 professionals in 14 offices on five continents. Verix deepens Trinity’s presence with the brand, field, and digital buyers who sit beyond its traditional strategy and insights relationships, and establishes a dedicated AI and product development center to build and ship commercial AI at scale.
Tovana capabilities will be progressively integrated into the TrinityEDGE single sign-on environment over the coming months, strengthening CustomerEDGE execution, with the first joint offerings expected to reach clients in 1H 2027.
