Conversion optimization platform

Investment has been completed on Dec 10, 2020

Net profit
View current offerings

Optimizely is an experimentation platform that helps developers run A/B tests on websites and increase conversion rates. Its customer list includes Peloton, Nike, Uber and many others. After Optimizely was acquired by a private company in October 2020, the investment had to be closed in December 2020 with a result of -70%.


Optimizely is the world's leading experience optimization platform that lets you set up and run A/B tests to learn, innovate and implement the most successful experiments.

The company was founded in 2010 by former Google employees Dan Siroker and Pete Koomen. It is headquartered in San Francisco.

The platform allows you to experiment with changing images, editing buttons, writing your own custom code. Optimizely tests let you set up targeting, timing, and audience distribution.


Over 26 of the Fortune 100 companies choose Optimizely to power their global digital experiences. In 2020, the global A/ B testing software market size was $643M. It is projected to reach $1.25B by the end of 2027, at a CAGR of 10.7% over this period.


In October 2020, private company Episerver acquired Optimizely. The deal was worth $280M, well below the last investment round.

Our first purchase of shares took place in July 2019 at $14.50. Payments to stockholders were made in December 2020 at $4.71 per share, and the investment was closed with the result of -70%.

We remind that the risks of investing in private companies are higher than in public companies. We recommend keeping at least 10 private companies in your portfolio to reduce risk.

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Past Performance. Past performance is no guarantee of future results. Any forecasts are inherently limited and should not be regarded as indicators of actual or future results.

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