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All-in-one operating system for marketing and digital experience optimization
HQ: New York, NY | Founded: 2010 | Employees: 1,662 | Stage: Acquired | Website: https://www.optimizely.com
Optimizely is a digital experience platform (DXP) provider that helps marketing and digital teams create, optimize, experiment on, and personalize digital experiences across channels. Originally founded in 2010 by Dan Siroker and Pete Koomen as a self-serve A/B testing tool (Y Combinator W10), the company was acquired by Episerver in 2020 for ~$600M and rebranded as Optimizely in 2021. Episerver itself was acquired by Insight Partners in 2018 for $1.16B. The combined entity has grown through strategic acquisitions—Welcome (content marketing, 2021), Zaius (CDP, 2021), and NetSpring (warehouse-native analytics, 2024)—into Optimizely One, a unified platform spanning content management, experimentation, personalization, commerce, and analytics. In 2025, Optimizely surpassed $400M ARR with four
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