Episerver Acquires Optimizely, a leading experience optimization platform

September 11, 2020

Willkie represented Episerver in the transaction.

On September 3, Episerver, a leading digital platform and content management provider, announced it has entered into a definitive agreement to acquire Optimizely, a leader in experimentation and optimization. This combination creates an advanced digital experience platform to optimize every customer touchpoint across the entire user journey. The combination creates a unique system of differentiation to inspire innovation, increase agility and improve outcomes.

Optimizely is a leader of the fast-growing experimentation category, with over 1,000 customers and more than 10 years of innovation. Its proven at-scale platform has run over 2 million experiments to eliminate guesswork across the user journey and optimize the customer experience for prominent brands like Peloton, Nike and Uber.

Episerver is a privately held portfolio company of Insight Partners, purchased in 2018. Willkie previously advised Insight on its acquisition of Episerver. Insight acted as the strategic advisor and sponsor for Episerver's acquisition of Optimizely, as well as the company's 2019 acquisitions of B2B commerce leader Insite Software and analytics and personalization provider Idio. Now with Optimizely, Insight Partners further advances Episerver's market-leading product.

Episerver empowers businesses to scale through a customer-centric approach to digital experiences, featuring content management and robust commerce, backed by AI powered data and personalization solutions. Episerver's 900+ partners and 825+ employees in offices around the globe work with more than 8,000 brands.

The Willkie team was led by partners Matthew Guercio and Robert Rizzo and associate Erin Kinney, and included associates Tai Fukumoto and Michael Manopla, and law clerk Alex Gulbrandsen.