Optimizely is an American company that provides digital experience platform software as a service. Optimizely provides A/B testing and multivariate testing tools, website personalization, and feature toggle capabilities, as well as web content management and digital commerce. The company was acquired by Episerver in October 2020 and in January of 2021 Episerver announced that they were branding the combined company as "Optimizely".
Founded: 2010
Headquarters: New York, New York, United States
Revenue: 100m_1b
Employees: 1k_5k
Website: https://www.optimizely.com
Optimizely Inc. is a New York-based software company that provides a digital experience platform (DXP) encompassing web and feature experimentation, content management, content marketing, personalization, digital commerce, and warehouse-native analytics. The company traces its corporate lineage to Episerver, a CMS vendor founded in Stockholm, Sweden in 1994, which acquired the experimentation startup Optimizely in 2020 and subsequently rebranded the combined entity under the Optimizely name in 2021. It operates primarily in the DXP, A/B testing and experimentation, content marketing platform (CMP), and digital commerce categories.
Optimizely Inc. sells a suite of interconnected marketing technology products unified under the brand Optimizely One, which the company describes as an operating system for marketing teams [1]. The platform spans six principal capability areas: a Content Management System (CMS, available in SaaS and PaaS deployments), a Content Marketing Platform (CMP) for campaign planning and editorial workflows, Web Experimentation and Feature Experimentation tools, Personalization, and digital commerce solutions [11, 12]. An AI assistant branded Opal is embedded across the platform and integrates with Google Cloud's Gemini models [13]. The company's core product consists of eight distinct product modules [15]. It serves enterprise and mid-market organizations across e-commerce, financial services, media, and B2B sectors, and reports working with more than 40% of Interbrand's Top 100 global brands [12].
The company's history spans two distinct originating businesses. Episerver was founded in 1994 in Stockholm, Sweden by Mikael Runhem as an internet email and website solutions firm [10]. Over subsequent decades, Episerver changed ownership several times: IK Investment Partners acquired it in 2010, Accel-KKR subsequently took ownership, and in September 2018 Insight Venture Partners acquired Episerver for $1.16 billion [4, 6]. The experimentation startup Optimizely was separately founded in 2010 by Dan Siroker and Pete Koomen, both formerly of Google, and completed Y Combinator in winter 2010 [1]. Optimizely raised $28 million in Series A funding in April 2013 led by Benchmark, a $57 million Series B in May 2014 led by Andreessen Horowitz, and a $58 million Series C in October 2015 led by Index Ventures [1]. In September 2020, Episerver announced it would acquire the A/B testing startup Optimizely; the deal closed in October 2020 [3]. In January 2021 the combined company rebranded as Optimizely [1]. Post-merger acquisitions include Zaius (customer data platform, March 2021), Welcome (marketing orchestration, December 2021), and NetSpring (warehouse-native analytics, September 2024) [1]. In December 2024, Golub Capital led a $1.1 billion debt restructuring for the company [7].
Optimizely is recognized as a Gartner Magic Quadrant Leader in Digital Experience Platforms for the fifth consecutive year (2024 edition) and in Content Marketing Platforms for the seventh consecutive year, where it was positioned highest for its 'Ability to Execute' [2]. Gartner also named it a Leader in Personalization Engines in February 2025 [8]. The company holds Leader positions across a total of eleven analyst reports spanning content, experimentation, personalization, and commerce [3]. In May 2024 the company announced it had surpassed $400 million in annual recurring revenue (ARR) after four consecutive quarters of double-digit growth [5]. Notable disclosed customers include Zoom, Shell, American Express, Federated Hermes, Farmers Insurance, USAA, FOX, Levi's, Crocs, and KPMG [3]. Approximately 52% of Optimizely's ARR was attributed to multi-product customers as of mid-2024 [5].
In the broader DXP category, Adobe Experience Cloud is Optimizely's most direct full-suite competitor; both companies hold Leader positions in Gartner's DXP Magic Quadrant, and in the 2025 edition Optimizely ranked slightly ahead of Adobe [9]. Trade analysis notes that Adobe offers a more comprehensive analytics suite, while Optimizely provides a greater breadth of native marketer-facing features and a modular, composable architecture [9]. In the web experimentation and CRO segment, VWO (Wingify) and AB Tasty are recurring comparators; VWO bundles heatmaps, session recordings, and on-page surveys natively, capabilities Optimizely either lacks or requires additional modules to access, and VWO's entry pricing is below Optimizely's enterprise range [14]. For feature flagging and engineering-led experimentation, LaunchDarkly competes directly; on PeerSpot's Feature Management category, LaunchDarkly holds 19.2% mindshare versus Optimizely's 18.2% as of mid-2026 [15]. Other platforms cited across trade sources as competitors include Sitecore, Bloomreach, Acquia, Kameleoon, and PostHog [16, 17].