Sep
03
2020
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Optimizely acquired by content management company Episerver

Episerver is announcing that it has reached an agreement to acquire Optimizely for an undisclosed sum.

Optimizely was founded in 2009 by Dan Siroker and Pete Koomen. It became synonymous with A/B testing, subsequently building a broader suite of tools for marketers to experiment with and personalize their websites and apps, with more than 1,000 customers, including Gap, StubHub, IBM and The Wall Street Journal.

The company had raised more than $200 million in funding from Goldman Sachs, Index Ventures, Andreessen Horowitz, GV and others. Earlier this year, it laid off 15% of its staff, citing the impact of COVID-19.

Episerver, meanwhile, was founded in Stockholm back in 1994 and offers tools for marketers to manage their digital content. Accel-KKR  sold the company to Insight Partners for $1.1 billion in 2018. (Today’s announcement describes Insight as a “strategic advisor and sponsor” in the acquisition.)

In a statement, Episerver CEO Alex Atzberger said this is “the most significant transformation in our company’s history – one that will set a new industry standard for digital experience platforms.” It sounds like the idea is to extend Episerver’s capabilities around content and commerce with Optimizely’s experimentation tools.

“The breakthrough combination of Episerver and Optimizely will transform digital experience creation and optimization, enabling digital teams to replace guesswork with evidence-based outcomes,” Atzberger said. “This, along with our shared mission to empower growing companies to compete digitally, makes me thrilled to welcome the Optimizely team to Episerver, as we prove there are no extraordinary experiences without experimentation.”

A company spokesperson said the deal is for a mix of cash and stock. The acquisition is expected to close in the fourth quarter of this year, with the companies remaining fully staffed and independent until then.

“Winning in today’s digital world requires delivering the best and most personalized digital experiences,” said Jay Larson, who replaced Siroker as Optimizely CEO in 2017, in a statement. “Episerver and Optimizely have a shared vision to optimize every customer touchpoint through the use of experimentation. Together, we will enable our customers to do more testing, in more places, with greater ease than ever before.”

Jul
11
2017
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Optimizely hires Jay Larson as its new CEO

Dan Siroker and Jay Larson Co-founder Dan Siroker is stepping down as the CEO of Optimizely. He’s handing the role over to Jay Larson, who was previously CEO at Birst, as well as an executive at Mercury Interactive and Success Factors. Read More

Apr
19
2017
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Optimizely acquires Experiment Engine to offer more collaboration tools for big companies

Dan Siroker While Optimizely has bought other startups before, co-founder and CEO Dan Siroker said today is the first time it’s acquiring a startup built on Optimizely’s developer platform — namely, Experiment Engine. Experiment Engine describes itself as “the most comprehensive, easy-to-use conversion optimization platform,” which might make it sound similar to… Read More

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