Google Inc. announced on Monday that it acquired Timeful Inc., a time management startup, for an undisclosed amount. Timeful’s iOS app uses an algorithm to leverage machine learning, big data and behavioral science to organize user’s electronic calendars. Google will use the technology to improve its machine learning and data processing capabilities in its suite of email and calendar apps.

Mountain View, California-based Timeful was founded by Jacob Bank, Yoav Shoham, and behavioral economist, Dan Ariely. In 2014 the startup raised $7 million dollars in a Series A round from six investors, including Khosla Ventures, Kleiner Perkins Caufield & Byers and Data Collective. According to the company’s LinkedIn page, Timeful has 18 employees.

According to Google, the Timeful team will be incorporated into the Google Apps group, headed by product executive Clay Bavor. In a notice on its website, Timeful said that the app will remain available for download, but the Timeful team’s focus will now be on new projects at Google. The startup’s technology will be integrated into Google applications including Gmail, its recently launched Inbox email service, Calendar and Google Docs.

The Timeful app integrates with most mainstream calendar platforms such as iCal, Microsoft Exchange and Google Calendar and schedules a range of activities based on a user’s existing schedule and past behavior.

Alex Gawley, director of product management for Gmail described Timeful in the blog post announcing the acquisition:

“The Timeful team has built an impressive system that helps you organize your life by understanding your schedule, habits, and needs. You can tell Timeful you want to exercise three times a week or that you need to call the bank by next Tuesday, and their system will make sure you get it done based on an understanding of both your schedule and your priorities. We’re excited about all the ways Timeful’s technology can be applied across products like Inbox, Calendar and beyond, so we can do more of the work for you and let you focus on being creative, having fun and spending time with the people you care about.”

Google acquiring Timeful makes sense as the technology will do for Calendar what Inbox is doing for email: prioritize the important and turn down the volume on the unimportant – and it will adapt to your behavior as it learns your habits.

Screenshot: SiliconANGLE via Timeful on Vimeo