Optimizely

About Optimizely

Financials

Dated, source-cited figures. Estimates are marked.

Products by Optimizely

All products by Optimizely reviewed by our AI panel of experts.

OptimizelyAI Marketing Tools

Experiment, personalize, and optimize your digital experience

Free7.7/10

How Our Review Panel Scores Optimizely

Six independent reviewer personalities assessed Optimizely's product on their own terms. They disagreed by 1.1 points — The Finance Lead was the hardest to convince, The Domain Strategist the most positive.

Averaged across 1 reviewed product in our catalog. Scores are out of 10.

Competitive Landscape

Who Optimizely competes with, and how they differ.

Adobe (Adobe Target)7.9/10

Adobe Target is Optimizely's closest enterprise rival, bundled inside the broader Adobe Experience Cloud with deep ties to Adobe Analytics; Optimizely competes as a standalone platform that integrates across any marketing stack rather than locking customers into one ecosystem.

3 products reviewed on TopReviewed

V

VWO (Wingify)

VWO is more beginner-friendly with a lower learning curve and accessible pricing, bundling A/B testing, heatmaps and session recordings; it lacks Optimizely's enterprise-scale server-side experimentation and CMS integration.

S

Sitecore

Sitecore is a broader DXP/CMS suite with its own Sitecore Personalize module aimed at large IT-managed marketing teams; Optimizely is more experimentation-first, with CMS as one part of a wider optimization platform rather than the other way around.

A

AB Tasty

AB Tasty is a mid-market-focused A/B testing and personalization tool priced below Optimizely's enterprise tiers; it offers less depth in server-side/feature-flag experimentation and generative-AI test ideation than Optimizely's Opal.

Dynamic Yield7.8/10

Dynamic Yield focuses on retail/ecommerce personalization and product recommendations at scale; Optimizely covers a broader cross-industry experimentation and CMS use case rather than specializing in retail merchandising.

1 product reviewed on TopReviewed

Company Timeline

Key milestones in Optimizely's history, with sources.

1. Jan 27, 2021Milestone

   Combined company rebrands as Optimizely

   Episerver renamed the combined post-merger company Optimizely, retiring the Episerver brand while keeping its CMS and Commerce Cloud products; the firm served 9,000+ brands with 1,100+ employees at the time.

   prnewswire.com
2. Oct 21, 2020Acquisition

   Episerver completes acquisition of Optimizely

   Episerver closed its acquisition of experimentation platform Optimizely for an undisclosed amount, creating a combined digital experience platform serving roughly 9,000 brands.

   prnewswire.com
3. Sep 3, 2020Acquisition

   Episerver announces agreement to acquire Optimizely

   Episerver, then an Insight Partners portfolio company, announced a definitive agreement to acquire Optimizely, which had raised more than $200M and laid off 15% of staff earlier in 2020 due to COVID-19.

   techcrunch.com
4. Sep 6, 2018Acquisition

   Episerver acquired by Insight Partners for $1.16B

   Insight Venture Partners acquired Episerver from Accel-KKR in a transaction valuing the content-management company at $1.16 billion.

   optimizely.com
5. Dec 9, 2014Acquisition

   EPiServer sold to Accel-KKR

   IK Investment Partners sold EPiServer to private-equity firm Accel-KKR, at an enterprise value understood to be around SEK 1.25-1.5 billion.

   unquote.com
6. 2009Founded

   Optimizely founded by Dan Siroker and Pete Koomen

   Dan Siroker and Pete Koomen founded Optimizely, which became synonymous with A/B testing before building a broader experimentation and personalization suite.

   techcrunch.com
7. 1994Founded

   Episerver founded in Stockholm

   Mikael Runhem founded Episerver in Stockholm, Sweden, in 1994; the company launched the first version of its EPiServer CMS platform in 1997.

   techcrunch.com