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Optimizely, Inc.
IndustrySoftware, Website Optimization
FoundedJanuary 2010
FounderDan Siroker, Pete Koomen
Area served
Key people
Jay Larson, CEO
Dan Siroker, Executive Chairman
Pete Koomen, CTO
Number of employees
400 (as of July 2015)[1]

Optimizely is an American company that makes customer experience optimization software for other companies. The Optimizely platform technology provides A/B testing tools, in which two versions of a web page can be compared for performance, and multivariate testing. Optimizely also enables personalization, which may be used for making data-driven decisions. The personalization capability can be used for serving online advertising.[2]

The company's headquarters are in San Francisco, California with offices in Amsterdam, Netherlands, Cologne, Germany, London, United Kingdom and Sydney, Australia.[3][4]


Optimizely was founded in 2010 by Dan Siroker and Pete Koomen, both formerly of Google.[5][6][7] Optimizely completed the Y Combinator program in the winter of 2010.[8] In November 2010, Optimizely closed a US$1.2 million funding round from angel investors.[9] The company became cash flow positive in 2011. In May 2012 Optimizely announced that it had raised new funding from Battery Ventures, GV, and InterWest Partners.[10]

In April 2013, Optimizely raised $28 million in Series A round funding. The round was led by Benchmark, with participation from Bain Capital Ventures and Optimizely's existing investors Battery Ventures, InterWest Partners, and Google Ventures. Benchmark's Peter Fenton joined Optimizely's board of directors.[11] As part of a larger international expansion plan, Optimizely announced in April 2013 the launch of their platform in nine additional languages: Danish, Dutch, French, German, Italian, Japanese, Portuguese, Spanish, and Swedish.[12]

On April 17, Optimizely held its first Opticon user conference, where they announced the launch of their new mobile app A/B testing software.[13]

In May 2014, Optimizely raised $57 million in Series B funding. The round was led by Andreessen Horowitz with participation from Benchmark and Bain Capital Ventures. As part of the round, Scott Weiss general partner at Andreessen Horowitz joined Optimizely's board of directors.[14]

In October 2015 the company released its second product for mobile and website personalization.[15][16][17] In the same month Optimizely raised $58 million in Series C funding, led by Index Ventures, with participation from firms such as Andreessen Horowitz, Bain Capital Ventures, Battery Ventures, Benchmark Capital, Citi Ventures, Danhua Capital, Salesforce Ventures and Tenaya Capital. As part of the round, Ilya Fushman of Index joined Optimizely's board of directors.[18][19][20]

On March 10, 2016 Optimizely laid off 40 employees, 10% of the workforce.[21][22]

In September 2016, the company released Optimizely X, with expanded solutions for web experimentation, personalization, recommendations, mobile, full stack and OTT.[23]

In July 2017, Jay Larson replaced Dan Siroker as the company's CEO.[24] Pete Koomen was the company's CTO in 2012.[25][26][27][28] Co-founder Dan Joseph Siroker became the company's Executive Chairman in July 2017.[24][5][29][30][31]


Optimizely's experimentation platform is called Optimizely X, with tools for web experimentation, personalization, recommendations, mobile, full stack and over-the-top content. The optimization is delivered in a software as a service (SaaS) model.[32]


Opticon is a user conference organized by Optimizely focused on web experience optimization.[33] The first Opticon conference was held on April 17, 2014 in San Francisco, where Optimizely announced their mobile A/B testing product.[13][34] The second Opticon conference was held on June 17 & 18, 2015, also in San Francisco[35], where they announced a new Personalization product.[15][16][17] Marc Andreessen was the keynote speaker.

Awards and recognition[edit]

  • Red Herring Top 100 North America 2013 Finalist[36]
  • Gartner's Cool Vendors in Web Computing 2013[37]
  • Digital Analytics Association New Technology of the Year (group)” Awards for Excellence 2013 – Finalist[38]
  • The Forrester Wave Seven Most Significant Online Testing Platform Providers 2013[39]
  • Forbes 30 Under 30, Optimizely CEO Dan Siroker[40]
  • San Francisco Business Times #1 Best Place to Work 2014 (Medium Companies, 101-500 employees)[41]
  • San Francisco Business Times #2 Best Place to Work 2015 (Large Companies)[42]


  1. ^ "Optimizely:The secret to winning a presidential campaign". CNN Money. 30 July 2015. Retrieved 25 November 2015.
  2. ^ "Which are the most popular A/B testing tools? [#ChartoftheDay] - Smart Insights Digital Marketing Advice". Smart Insights. 2016-06-29. Retrieved 2016-10-26.
  3. ^ "Silicon Valley start-up Optimizely sets up Asia-Pacific hub in Sydney". The Australian Financial Review. August 14, 2017. Retrieved November 7, 2017.
  4. ^ "Optimizely launches Asia-Pacific headquarters in Australia". ZDNet. August 15, 2017. Retrieved November 7, 2017.
  5. ^ a b Segall, Laurie (23 April 2012). "Optimizely aims to give Obama 2012 a data edge". CNN. Retrieved 7 February 2014.
  6. ^ "YC-Funded Optimizely Makes It Remarkably Easy To Run A/B Tests On Your Website". TechCrunch. July 15, 2010. Retrieved August 29, 2013.
  7. ^ "Celebrities (but not Ashton Kutcher) share their top cloud & infrastructure picks at Y". VentureBeat. 2013. Retrieved August 29, 2013.
  8. ^ "Yclist.com". 2013. Retrieved August 29, 2013.
  9. ^ "Optimizely A/B Tests Its Way To $1.2 Million In Funding From A Roster Of Top Angels". TechCrunch. November 16, 2010. Retrieved August 29, 2013.
  10. ^ "A/B Tester Optimizely Raises Funding From Battery And Google Ventures, Plans Mobile Launch". TechCrunch. May 30, 2012. Retrieved August 29, 2013.
  11. ^ "Website Testing Service Optimizely Raises $28M Round Led By Benchmark, Plans Global Expansion". TechCrunch. April 10, 2013. Retrieved August 29, 2013.
  12. ^ "Optimizely's Web Optimization Platform Now Available in Ten Languages". PR Newswire. April 25, 2013. Retrieved August 29, 2013.
  13. ^ a b "Optimizely Brings Its A/B Testing Platform To iOS Apps". TechCrunch. April 17, 2014. Retrieved April 13, 2015.
  14. ^ "Website Testing Company Optimizely Raises $57M Round Led By Andreessen Horowitz". TechCrunch. May 5, 2014. Retrieved May 17, 2014.
  15. ^ a b Kepes, Ben (July 17, 2015). "Optimizely Moves From Simple A/B Testing To Complex Personalization". Retrieved October 7, 2015.
  16. ^ a b Ha, Anthony (July 17, 2015). "Optimizely Moves Beyond Web And Mobile Testing With New Personalization Tools". TechCrunch. Retrieved October 7, 2015.
  17. ^ a b Jones, Andrew (July 17, 2015). "Optimizely introduces new personalization capabilities for web and mobile". VentureBeat. Retrieved October 7, 2015.
  18. ^ "Testing Company Optimizely Raises $58M As It Moves Into Personalization". TechCrunch. October 13, 2015. Retrieved October 13, 2015.
  19. ^ "Optimizely raises $58 million in latest funding". Reuters. October 13, 2015. Retrieved October 13, 2015.
  20. ^ "San Francisco startup founded by former Googlers grabs $58 million in funding". San Francisco Business Times. October 13, 2015. Retrieved October 13, 2015.
  21. ^ "Controlling Our Own Destiny By Dan Siroker". March 10, 2016. Retrieved March 10, 2016.
  22. ^ "Optimizely Is The Latest Big Startup To Announce Layoffs, And Likely Not The Last". March 10, 2016.
  23. ^ "Optimizely: Meet Optimizely X". www.optimizely.com. Retrieved 2016-10-26.
  24. ^ a b Ha, Anthony (11 July 2017). "Optimizely hires Jay Larson as its new CEO". TechCrunch. Retrieved 23 October 2017.
  25. ^ Christian, Brian. "The A/B Test: Inside The Technology That's Changing The Rules Of Business". Wired. Retrieved 17 March 2015.
  26. ^ Milian, Mark. "Pete Koomen: The Quest for More Clicks". BusinessWeek. Retrieved 17 March 2015.
  27. ^ Swift, Mike. "Ex-Googlers penetrating Silicon Valley startup hierarchy". San Jose Mercury News. Retrieved 17 March 2015.
  28. ^ Chapman, Lizette. "Man Crates Packages $3.1 Million Seed Round for Unusual Gifts for Men". Wall Street Journal. Retrieved 17 March 2015.
  29. ^ Klein, Ezra. "Obama's second term is upending what we think we know about Washington". The Washington Post. Retrieved 17 March 2015.
  30. ^ Barret, Victoria. "30 Under 30: Technology". Forbes. Retrieved 17 March 2015.
  31. ^ Taylor, Colleen. "Optimizely Co-Founder Pete Koomen On Using The Art Of A/B Testing". TechCrunch. Retrieved 2 April 2015.
  32. ^ "Optimizely Raises $28 Million To Expand To Custom Website Service". Forbes. April 10, 2013. Retrieved August 29, 2013.
  33. ^ "A/B testing company Optimizely raises a massive $57M". VentureBeat. May 5, 2013. Retrieved April 13, 2015.
  34. ^ "Optimizely's so fast, Web surfers won't notice it". USA Today. December 18, 2013. Retrieved April 13, 2015.
  35. ^ "Opticon Conference". Optimizely. Retrieved April 13, 2015.
  36. ^ "2013 Top 100 North America: Finalists". Red Herring. 2013. Retrieved August 29, 2013.
  37. ^ "Cool Vendors 2013". Gartner. 2013. Retrieved August 29, 2013.
  38. ^ "Awards for Excellence 2013: Finalists". Digital Analytics Association. 2013. Retrieved August 29, 2013.
  39. ^ "The Forrester Wave™: Online Testing Platforms, Q1 2013". Forrester. February 13, 2013. Retrieved August 29, 2013.
  40. ^ "30 Under 30: Technology". Forbes. 2013. Retrieved August 29, 2013.
  41. ^ "Best Places to Work 2014". San Francisco Business Times. 28 April 2014. Retrieved 21 February 2019.
  42. ^ "Best Places to Work Q&A: Empowered employees fuel Optimizely's rise". San Francisco Business Times. April 14, 2015. Retrieved April 15, 2015.

External links[edit]