Optimizely

A leading DXP vendor recognized by Gartner and Forrester, competing at the top tier of experimentation, CMS, and personalization markets

Optimizely is a digital experience platform company best known for its A/B testing and experimentation capabilities, enabling businesses to make data-driven decisions across web, mobile, and server-side applications. Originally founded in 2010 as a web experimentation tool, the company has evolved significantly through acquisitions and product expansion to become a comprehensive DXP offering content management, commerce, personalization, and feature management alongside its core experimentation suite. In October 2020, Episerver acquired Optimizely; the combined entity then rebranded as Optimizely (announced January 2021, fully effective August 2021), merging two strong platforms into a unified digital experience offering. Episerver is itself an Insight Partners portfolio company. The combined entity brought together Episerver's CMS and commerce capabilities with Optimizely's experimentation and feature flagging tools. Additional acquisitions including Zaius (CDP), Welcome (content marketing platform), and Configured Commerce further broadened the portfolio. Optimizely holds a strong position in the enterprise experimentation and DXP market, competing with platforms like Adobe Experience Cloud, Salesforce Experience Cloud, and VWO. The company serves thousands of enterprise customers globally, including well-known brands across retail, media, financial services, and technology sectors. Its Feature Experimentation product is particularly well-regarded in the developer and product management communities for enabling continuous delivery and progressive feature rollouts.