European personalisation and A/B testing platform — merged with India's VWO/Wingify on 20 January 2026 to form a $100M+ ARR digital experience optimisation company headquartered in New Delhi
AB Tasty is a Paris-born experimentation, personalisation and feature-flagging platform — and as of 20 January 2026 it is part of a much bigger story: AB Tasty and India's VWO (Wingify) formally merged under Everstone Capital's majority ownership to form a single $100M+ ARR digital-experience-optimisation company headquartered in New Delhi. Wingify co-founder Sparsh Gupta is CEO of the combined entity; AB Tasty's co-founders Rémi Aubert and Alix de Sagazan moved into Chief Customer & Strategy and Chief Revenue Officer roles respectively. The two product brands continue to operate, but the engineering, sales and product roadmaps are now joint — and procurement increasingly flows through one commercial team. For Indian buyers, the strategic shift is the most consequential change in this category in a decade: the combined company is the largest pure-play CRO/experimentation vendor that is Indian-headquartered, with ~800 staff across 11 offices and ~90% of revenue from North American and European customers. AB Tasty itself, founded in 2009 in Paris by Alix de Sagazan and Rémi Aubert, brings the European personalisation depth and feature-flagging product (Flagship); VWO brings the bigger India presence and the SMB-friendly self-serve motion.
AB Tasty was founded in 2009 in Paris by Alix de Sagazan and Rémi Aubert, originally under the name Liwio as a web-analytics consultancy. The team pivoted to a SaaS A/B testing product in 2012, raised a Series A in 2016 ($6M), Series B in 2018 ($17M), and a $40M Series C in 2020 led by Summit Partners. By 2023 the product had broadened well beyond A/B testing into a full digital-experience-optimisation suite: server-side and client-side personalisation, feature flags via the in-house Flagship product, recommendations, and an analytics layer.
The defining moment is recent and Indian. On 20 January 2026, Everstone Capital — the India- and Singapore-focused PE firm that had taken majority control of Wingify (VWO) in a previous transaction — announced the merger of Wingify and AB Tasty into a single combined company. The combined entity has approximately $100 million+ in ARR, ~800 staff across 11 global offices, and ~90% revenue from North American and European markets. Sparsh Gupta, Wingify's co-founder, became CEO of the combined company; Ankit Jain became Chief Product & Technology Officer; AB Tasty's Rémi Aubert moved to Chief Customer & Strategy Officer and Alix de Sagazan to Chief Revenue Officer. The combined company is headquartered in New Delhi.
This matters for Indian product and growth teams in three ways. First, it ends the AB Tasty / VWO competitive question — they're one company now, and choosing one over the other is increasingly a choice of product surface, not vendor. Second, India is now the procurement and engineering home of the largest pure-play experimentation vendor outside Optimizely — INR billing, IST-aligned support and faster deal cycles for Indian buyers should follow over 2026. Third, the combined entity is now positioned as the credible global alternative to Optimizely Web for mid-market and large enterprise customers — a move that's been a long time coming.
Mature client-side and server-side A/B and multivariate testing with both Bayesian and frequentist statistical engines. Visual editor for marketers; SDKs for engineers. Among the most capable test-design surfaces in the category, comparable to Optimizely Web.
AB Tasty's historic strength. Real-time decisioning across web, app and email; segment-level and 1:1 personalisation with built-in audience builder and integration into major CDPs. Stronger than VWO's standalone personalisation surface — a key piece the merger brings into the combined product.
AB Tasty's feature-flag and progressive-rollout product, originally branded Flagship, with server-side SDKs in 10+ languages. Now wired more tightly into the experimentation surface so a flag rollout is also an experiment by default.
Built-in GDPR consent handling, EU data-residency option, sub-processor transparency. The cleanest data posture in this category — easier to defend in a procurement legal review than US-headquartered Optimizely or Statsig.
Product, content and merchandising recommendations with multiple algorithm options. Less mature than Dynamic Yield's recommender stack but adequate for most mid-market e-commerce use cases.
Native integrations with Google Analytics 4, Adobe Analytics, Mixpanel, Amplitude, Heap, Segment, RudderStack, Salesforce Marketing Cloud, mParticle, and major e-commerce platforms (Shopify Plus, Magento, Salesforce Commerce Cloud).
AB Tasty has historically been custom-priced with no public tier card. Real-world contracts in 2024–2026 typically land in the $20K–$100K+ per year range depending on monthly traffic, product modules (personalisation vs feature flags vs recommendations), and channels (web vs app). For Indian buyers, that's roughly ₹16L–₹85L+ per year. The previous "starts ~₹3,00,000/year" figure on this page (~$3.5K) was unrealistically low for an enterprise contract; we've corrected it. Post-merger, pricing harmonisation between AB Tasty and VWO is in progress — expect a more transparent INR-friendly price card for Indian buyers over the course of 2026. Always validate via a quote on abtasty.com or directly with the combined company's Indian sales team.
AB Tasty is the wrong call when: you specifically want a free or open-source tool (use GrowthBook), you need warehouse-native experimentation analysis (use Eppo or Statsig), or you're a small startup that needs a tool live this week (use VWO's self-serve tier directly, or Convert.com's published $199/mo plan).