The completion of a deal for Spanish onboard digital solutions specialist Immfly to acquire UK-based Data Clarity was announced during this year’s World Aviation Festival in Lisbon.

The buy-out combines Immfly’s connectivity technology with Data Clarity’s platform for customer insights that help airlines to operate more efficiently and with greater relevance.

The two firms said combing expertise promises “to deliver the industry’s first truly unified, data-driven retail and connectivity ecosystem”.

In an announcement about the deal the companies said “airlines face mounting challenges: razor-thin margins, rising sustainability pressures, fragmented digital systems, and passengers who expect the same seamless retail experience in the air that they enjoy on the ground”.

It added that solutions developed to date are siloed and suffer from value being lost due to disconnected systems.

“The combination of Immfly and Data Clarity addresses this head-on. Together, the companies will deliver a single platform uniting passenger engagement, in-flight connectivity, and data-driven retail forecasting.”

Airlines were promised the opportunity to reduce waste, increase revenue, streamline operations, and provide more sustainable passenger journeys.

Jimmy M von Korff, executive chairman and co-founder of Immfly, said: “This isn’t just about technology, it’s about redefining how airlines connect with passengers and unlock value. By uniting our strengths, we’re creating a new benchmark for efficiency, revenue growth, and loyalty in the skies.”

Data Clarity has developed a leading position in forecasting, reporting, analytics, warehousing, back-office, and data integration.

Its AI‑powered smart data solutions streamline operations, personalise customer engagement, and improve decision‑making.

Kevin Carrick, chief executive of Data Clarity, said: “Together, we’re not simply responding to industry change — we’re driving it. This partnership sets a new standard for how data and onboard experiences combine to deliver clarity, control, and growth for airlines worldwide.”