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Company typePrivate
FoundedSweden (1994)
Nashua, NH USA and Stockholm, Sweden
Key people
  • Adam Berger, Executive Chairman
  • Alex Atzberger, Chief Executive Officer
  • Kirsten Allegri Williams, Chief Marketing Officer
ProductsEpiserver Digital Experience Cloud
ParentInsight Partners

Episerver is a software company offering web content management (WCM) (or CMS), digital commerce, and digital marketing, through the Episerver Digital Experience Platform Cloud Service. In January 2021, Episerver announced that they were rebranding as Optimizely, a company they acquired in October, 2020.[1]


Episerver was founded in 1994 in Stockholm, Sweden, by Mikael Runhem. Then known as Elektropost Stockholm AB, the company focused on internet-based electronic mail. Elektropost Stockholm AB expanded to provide technology for building websites and introduced the first version of the EPiServer CMS platform in 1997.[2]

In 2002, the first version of EPiServer CMS that was based on Microsoft’s .NET Framework, EPiServer CMS 4.0, was launched. In 2006, Mikael Runhem changed the company’s name to EPiServer AB. In 2007, the second .NET-based version of EPiServer CMS was launched, version 5.[citation needed]

In 2010, the company was owned by a group of investors, including Amadeus Capital, Martin Bjäringer, Monterro Holdings, Northzone Ventures, Mikael Runhem and family and employees. In November 2010, this group sold the company to IK Investment Partners.[3]

In December 2014, IK Investment Partners sold Episerver to Accel-KKR, a technology-focused private equity investment firm.[4][5] Accel-KKR had also recently purchased Ektron, a Nashua, New Hampshire-based CMS company.[6]

In January 2015, Episerver and Ektron merged.[7][8] Two former executives from KANA Software, CEO Mark Duffell and CMO James Norwood, were appointed President and CEO and Executive Vice President Strategy and CMO of Episerver, respectively. Martin Henricson, CEO of the former Episerver business assumed the role of Executive Chairman for the merged entity.[9]

The company combined its software into the Episerver Digital Experience Cloud,[10] and in June 2015, Episerver launched the first major release of its platform following the Ektron merger.[11]

In November 2015, the company rebranded itself, changing EPiServer to Episerver, and including the shortened name “Epi”.[12]

In August 2016, Episerver acquired Peerius, a London UK-based commerce personalization company. The brand now is fully integrated as EpiPersonalization into the Episerver Platform. Former Peerius CEO Roger Brown left the company.[13]

In September 2018, Episerver was sold to Insight Venture Partners for $1.16 billion.[14]

In December 2019, Alexander Atzberger, former President of Customer Experience at SAP, joined Episerver as the company's new CEO.[15]

In October 2020, Episerver acquired Optimizely, a digital experimentation company.[16][17]

In January 2021, Episerver announced that they were rebranding as "Optimizely".[18]

Mergers and acquisitions[edit]

  • March 1, 2012: Episerver acquired Mediachase, an e-commerce and collaboration software solutions[buzzword] provider.[19]
  • May 8, 2012: Episerver acquired 200OK AB, a Swedish enterprise search solutions[buzzword] provider.[20]
  • May 6, 2013: Episerver acquired Swedish search provider, Euroling.[21]
  • January 27, 2015: Episerver merged with Ektron, a New Hampshire-based CMS company.[22]
  • August 31, 2016: Episerver acquired London-based Peerius, an omnichannel commerce personalization engine.[23]
  • October 1, 2016 Episerver acquired Berlin-based Optivo, an email-marketing automation service provider.[24]
  • September, 2018 Episerver was acquired by Insight Venture Partners in a transaction valuing Episerver at $1.16 billion.
  • November 18, 2019 Episerver acquired idio.io, a content intelligence software provider.[25]
  • December 16, 2019 Episerver acquired Insite Software, a B2B Ecommerce provider.
  • September 3, 2020 Episerver acquired Optimizely, a B2B A/B testing solution.[26][27]


  1. ^ Ha, Anthony (January 27, 2021). "Following acquisition, Episerver rebrands as Optimizely". Techcrunch. Retrieved February 6, 2021.
  2. ^ Guseva, Irina. "Web CMS Vendor EPiServer Acquired by a Surprising Buyer". CMSWire. Simpler Media Group, Inc. Retrieved Nov 10, 2010.
  3. ^ FinSMEs (2010-11-16). "IK Investment Partners to Acquire EPiServer Group". FinSMEs. Retrieved 2021-03-16.
  4. ^ Backaitis, Virginia. "Not a Rumor: Accel-KKR Invests in Episerver". CMSWIre. Simpler Media Group, Inc. Retrieved Dec 8, 2014.
  5. ^ Stern-Peltz, Mikkel (9 December 2014). "IK sells EPiServer to Accel-KKR". Unquote. Mergermarket Limited. Retrieved Dec 9, 2014.
  6. ^ "Ektron President Fesses Up To Selling The Company To Accel-KKR". 5 December 2014.
  7. ^ "Episerver and Ektron merge". KMWorld. Information Today Inc. Retrieved Jan 27, 2015.
  8. ^ Seebacher, Noreen. "Told You So: Ektron is Merging with Episerver". CMSWire. Simpler Media Group, Inc. Retrieved Jan 27, 2015.
  9. ^ Seebacher, Noreen. "Told You So: Ektron is Merging with EPiServer". CMSWire. Retrieved February 6, 2021.
  10. ^ "Episerver and Ektron merge and target the mid-market for digital experience". Ovum. Informa PLC. Retrieved Feb 6, 2015.
  11. ^ Nicastro, Dom. "Episerver Taps Ektron Roots in New Release". CMSWire. Simpler Media Group, Inc. Retrieved Jun 4, 2015.
  12. ^ Backaitis, Virginia. "Episerver Tries to Rebuild its Brand". CMSWire. Simpler Media Group, Inc. Retrieved Nov 16, 2015.
  13. ^ Tamturk, Venus. "Episerver Buys Peerius to Boost Autonomous Personalization". CMS Connected. CMS-Connected. Retrieved August 31, 2016.
  14. ^ "Insight Venture Partners Invests in Episerver". ACCEL KKR. 6 September 2018. Retrieved 7 February 2023. Episerver, the company transforming digital experiences, today announced it has reached a definitive agreement to be acquired by Insight Venture Partners, a New York based global private equity firm focused on high-growth investments in the technology sector, in a transaction valuing Episerver at USD $1.16 billion.
  15. ^ Demery, Paul (January 4, 2019). "Former SAP ecommerce head joins Episerver as CEO". Digital Commerce 360. Retrieved February 6, 2021.
  16. ^ Ha, Anthony (September 3, 2020). "Optimizely acquired by content management company Episerver". Techcrunch. Retrieved February 6, 2021.
  17. ^ Slides, Oil (September 8, 2020). "Episerver to Acquire Optimizely for Digital Experiences". Cheddar. Retrieved February 6, 2021.
  18. ^ Ha, Anthony (January 27, 2021). "Following acquisition, Episerver rebrands as Optimizely". Techcrunch. Retrieved February 6, 2021.
  19. ^ "Episerver Acquires Business of e-Commerce Solution Provider Mediachase". Yahoo! Finance. Yahoo!. Retrieved Mar 12, 2012.
  20. ^ Berthiaume, Dan. "Episerver Scales for Big Data, Better Content Targeting With 200OK AB Acquisition". CMSWire. Simpler Media Group, Inc. Retrieved May 10, 2012.
  21. ^ Castro, Marc (7 May 2013). "Euroling Acquired by Episerver". Venture Capital Post. Retrieved May 7, 2013.
  22. ^ "Ektron + EPiServer Merger – Implications for Customers -Digital Clarity Group". www.digitalclaritygroup.com. Retrieved 2021-03-16.
  23. ^ Beltran, Luisa (2016-10-05). "PE-backed Episerver buys Optivo and Peerius". PE Hub. Retrieved 2020-09-07.
  24. ^ Kemper, Frank (October 4, 2016). "Deutsche Post verkauft Optivo an Episerver". Internet World. Retrieved February 6, 2021.
  25. ^ Episerver. "Episerver Signs Definitive Agreement to Acquire 1:1 Personalization Company Idio". www.prnewswire.com (Press release). Retrieved 2020-09-07.
  26. ^ Ha, Anthony. "Optimizely acquired by content management company Episerver". TechCrunch. Retrieved August 3, 2020.
  27. ^ Roof, Katie; Baker, Liana. "Goldman-Backed Startup Optimizely to Be Bought by Episerver". Bloomberg. Retrieved August 3, 2020.

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