Episerver announces that it has entered into an agreement to acquire Optimize for an undisclosed sum.

Optimizely was founded in 2009 by Dan Siroker and Pete Koomen. It has become synonymous with A / B testing, subsequently creating a broader suite of tools for marketers to experience and personalize their websites and applications, with over 1,000 customers including Gap, StubHub , IBM and The Wall Street Journal.

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

Episerver, meanwhile, was founded in Stockholm in 1994 and provides 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 was “the most significant transformation in our company’s history – a transformation that will set a new industry standard for platforms. digital experience ”. It seems the idea is to expand Episerver’s content and commerce capabilities with Optimizely’s experimentation tools.

“The revolutionary combination of Episerver and Optimizely will transform the creation and optimization of digital experiences, enabling digital teams to replace guesswork with evidence-based results,” said Atzberger. “This, along with our shared mission of enabling growing businesses to compete digitally, makes me delighted to welcome the Optimizely team to Episerver, because we prove that there is no great experience without experimentation. “

A spokesperson for the company said the deal is for a mix of cash and stocks. The acquisition is expected to be finalized 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 CEO of Optimizely in 2017, in a report. “Episerver and Optimizely have a common vision to optimize each customer touch point through experimentation. Together, we’ll make it easier for our customers to test, in more places, than ever before. “



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