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Optimizely

“Can Optimizely become the operating system for enterprise digital experience — unifying CMS, experimentation, personalization, and commerce into a single platform?”

Founded2010
HQSan Francisco, CA (originally); now New York, NY area post-Episerver acquisition
FoundersDan Siroker, Pete Koomen
Total raised$200M+ (pre-acquisition)
Latest roundSeries D, June 2019
Valuation~$600M post-money (2019)
IndustryHorizontal SaaS / Digital Experience & Experimentation
The story

Founded in 2010 as a pioneering A/B testing tool, Optimizely became the market leader in website experimentation. After raising $200M+ in venture capital through a Series D in 2019, it was acquired by Episerver — a content management company backed by Insight Partners — in 2020, which then rebranded the entire merged entity as Optimizely in 2021. The combined platform expanded far beyond experimentation into a broad digital experience platform (DXP) covering CMS, B2B commerce, personalization, and analytics. Embedded finance is not a core product — it appears only at the infrastructure level (tax compliance via Avalara, API connectivity via Apideck, and payment connectors in its commerce SDK).

Last 12 months
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Product timeline
2010
Founded as an A/B testing and experimentation platform for web and mobile teams.· pivot
2019
Raised $50M Series D from Goldman Sachs and Accenture Ventures; also received $55M in financing from Bridge Bank; valuation ~$600M.· banking
2020
Acquired by Episerver (itself backed by Insight Partners) to form a combined digital experience and content management platform; Optimizely brand retained for the combined entity.· acquisition
2021
Episerver rebranded the combined company as Optimizely, consolidating CMS, experimentation, commerce, and personalization under one platform.· pivot
2024
Optimizely launched SaaS-native CMS and expanded Optimizely One suite including Analytics, Data Platform, and Content Recommendations.· pivot
The stack
Accounting gap: none