“Can Optimizely become the operating system for enterprise digital experience — unifying CMS, experimentation, personalization, and commerce into a single platform?”
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).
Optimizely was founded by Dan Siroker and Pete Koomen and is founded in 2010, headquartered in San Francisco, CA (originally); now New York, NY area post-Episerver acquisition.
Optimizely has raised $200M+ (pre-acquisition) in total (latest round: Series D, June 2019; valuation: ~$600M post-money (2019)).
Get a read on where your own stack stands against Optimizely and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.