(View of the Atrium at the Gaylor National, site of this year’s Pegaworld customer conference.)

This morning at Pegasystems’ (Pega; Cambridge, Mass.) annual Pegaworld user group and conference, CEO Alan Trefler announced that Pega has entered into a definitive agreement to acquire Profeatable Corporation, the provider of Firefly co-browsing technology, based in Philadelphia, Pennsylvania.

“Today’s organizations need to better engage their digital customers and deliver more personalized experiences,” Trefler comments. “Firefly’s collaboration technology will empower our customers to provide superior dynamic co-browsing in a unified architecture and, in the future, chat and video capabilities.”

Firefly’s technology enables users to securely share content by simultaneously browsing web pages. It empowers agents to proactively engage customers when and where they need it most, improving customer satisfaction, and driving adoption of self-service tools to increase revenue. It also increases productivity, enabling employees to more easily collaborate on work, regardless of location, according to a Pega statement on the acquisition.

Pegasystems will unify Firefly’s cloud-based collaboration technology into its Build for Change platform and customer service and sales applications, enabling organizations to enhance customer experience and increase employee productivity through collaboration, the Pega statement says. Firefly will also continue to be offered as a stand-alone solution. Co-browsing helps organizations convert web and mobile site visits into sales by supporting real-time, proactive collaboration. Co-browsing is also used to enable brokers, agents and other customer facing employees to easily share content and interact with prospects and clients. Firefly’s co-browsing is platform agnostic, as it works on Mac, PC, iPhone, iPad and Android devices.

The transaction is expected to close early in the third quarter. Terms of the deal were not disclosed.