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§ Private Profile · San Francisco, CA, USA
The first all-in-one operating system for marketing
Optimizely has raised $251.2M across 6 funding rounds.
Key people at Optimizely.
Optimizely was founded in 2010 by Pete Koomen (Founder).
Optimizely has raised $251.2M in total across 6 funding rounds.
At Optimizely, we're on a mission to help people unlock their digital potential. We do that by reinventing how marketing and product teams work to create and optimize digital experiences across all channels. With Optimizely One, our industry-first operating system for marketers, we offer teams flexibility and choice to build their stack their way with our fully SaaS, fully decoupled, and highly composable solution. We help companies around the world orchestrate their entire content lifecycle, monetize every digital experience and experiment across all customer touchpoints – all through Optimizely One, the leading digital experience platform that powers every phase of the marketing lifecycle through a single, AI-accelerated workflow.
Optimizely has nearly 1500 employees across our 21 global offices and has 700+ partners. We are proud to help more than 10,000 businesses, including H&M, PayPal, Zoom, and Toyota, enrich their customer lifetime value, increase revenue and grow their brands. At Optimizely, we live each day with a simple philosophy: large enough to serve, small enough to care. Learn more at optimizely.com.
Optimizely is the first all-in-one marketing operating system designed to unify content, commerce, personalization, experimentation, and analytics into a single platform called Optimizely One. It serves marketing, product, and growth teams by providing a seamless, AI-accelerated workflow that enables them to create, manage, personalize, and optimize digital experiences across multiple channels. The platform’s core capabilities include a marketer-friendly CMS, a flexible commerce cloud for B2B and B2C, a real-time customer data platform for personalization, and advanced experimentation tools. This comprehensive ecosystem helps businesses reduce friction in digital workflows, improve customer engagement, and drive measurable growth[1][2][6].
For an investment firm, Optimizely represents a transformative force in the marketing technology sector, embodying a mission to reinvent how marketing teams operate through AI and integrated workflows. Its investment philosophy would likely focus on innovation in digital experience platforms, AI-driven marketing tools, and SaaS solutions that empower enterprises. Key sectors include digital marketing, ecommerce, AI personalization, and SaaS platforms. Optimizely’s impact on the startup ecosystem is significant as it sets a new standard for marketing technology, encouraging startups to innovate around unified, AI-powered marketing solutions that enhance customer experience and operational efficiency.
For a portfolio company, Optimizely builds a marketing operating system that serves marketing, product, and growth teams across industries. It solves the problem of fragmented marketing tools and workflows by providing a unified platform that integrates content creation, personalization, experimentation, and analytics. The platform’s AI agents automate and accelerate marketing tasks, improving speed and efficiency. Optimizely has strong growth momentum, recognized as a leader in Gartner’s 2025 Magic Quadrant for Personalization Engines, and continues to expand its capabilities and user base with innovations like Opal 2.0 AI agents and enhanced omnichannel content delivery[1][2][3].
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Optimizely was founded in 2010 by Dan Siroker and Pete Koomen, initially focusing on A/B testing and experimentation tools to help businesses optimize digital experiences. The idea emerged from the founders’ experience at Google and the Obama campaign, where data-driven experimentation was key to improving user engagement. Early traction came from rapid adoption of its experimentation platform by major digital businesses, establishing Optimizely as a leader in digital experience optimization.
Over time, Optimizely evolved from a pure experimentation tool into a comprehensive digital experience platform (DXP). The company expanded its focus to include content management, personalization, and commerce capabilities, culminating in the launch of Optimizely One as the first marketing operating system. This evolution reflects a strategic shift to unify disparate marketing functions into a single platform powered by AI and a composable architecture, enabling marketers to orchestrate complex campaigns with greater agility and insight[1][2][3].
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Optimizely rides the growing trend of digital experience platforms (DXPs) converging multiple marketing technologies into unified systems. The timing is critical as enterprises demand more integrated, AI-driven solutions to manage increasingly complex customer journeys across channels. Market forces such as the rise of AI, the need for real-time personalization, and the shift to SaaS-based marketing tools favor Optimizely’s comprehensive approach.
By pioneering the first marketing operating system, Optimizely influences the broader ecosystem by setting new standards for how marketing, product, and growth teams collaborate and innovate. Its AI integration and composable architecture encourage other vendors and startups to adopt more flexible, intelligent platforms. This drives competition and innovation in marketing technology, ultimately benefiting enterprises and consumers with more personalized, efficient digital experiences[1][2][6].
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Looking ahead, Optimizely is poised to deepen its AI capabilities and expand its ecosystem integrations, further solidifying its position as the go-to marketing operating system. Trends such as generative AI, hyper-personalization, and cross-channel orchestration will shape its product roadmap. The company’s influence will likely grow as more enterprises seek unified platforms that reduce complexity and accelerate marketing impact.
For investors and portfolio companies, Optimizely’s trajectory signals a shift toward AI-enabled, all-in-one marketing platforms as essential infrastructure for digital business success. Its ongoing innovation and leadership in personalization and experimentation position it well to capture increasing market share and drive the future of marketing technology[1][2][6]. This ties back to its mission of reinventing marketing operations through a unified, AI-powered platform that empowers teams to create content-driven, optimized digital experiences at scale.
Key people at Optimizely.
Optimizely has raised $251.2M across 6 funding rounds. Most recently, it raised $105.0M Debt / Series D in June 2019.
Optimizely was founded in 2010 by Pete Koomen (Founder).
Optimizely has raised $251.2M in total across 6 funding rounds.
Optimizely's investors include Michael Kondoleon, Matty Wishnow, Mike Lederman, Ilya Fushman, ACME Capital, Amasia, Amity Ventures, Bain Capital Ventures, B Capital Group, Benchmark, Blackbird Ventures Australia, DCM.
