Episerver Rebrands as Optimizely: What You Need to Know

Following its acquisition of Optimizely in the previous autumn, the content management firm Episerver will now operate under the Optimizely name for the complete organization.

According to CEO Alex Atzberger, the company is preparing to launch updated branding over the next few months, alongside a renaming of its complete product line to align with the Optimizely identity.

“Our perspective has evolved beyond simply personalizing experiences or providing recommendations,” Atzberger explained. “The Optimizely brand embodies the concept of peak performance. Businesses today, regardless of their size or scope, [must] be considerably more advanced in their digital customer interactions. This is an ongoing process.”

He also highlighted that Episerver is undertaking this change from a strong foundation, with the merged company achieving significant revenue increases last year and onboarding over 250 new clients.

When questioned about whether adopting the Optimizely name was predetermined as part of the post-acquisition strategy, Atzberger responded, “With the acquisition of Optimizely, we recognized we were gaining not only a superior product and customer base, but also a highly recognized brand. While a rebranding decision wasn’t immediately made, it was definitely a key factor in my evaluation.”

Alongside the announcement of the new company name, Episerver/Optimizely is also unveiling a new platform termed Optimization-as-a-Service, which combines features from both Optimizely and Episerver products to deliver web targeting, testing, and recommendation capabilities. As Atzberger stated, this platform empowers customers to define “the target audience, the content to present, and the method of content delivery.”