Wingify unites VWO and AB Tasty with agentic optimisation platform
VWO and AB Tasty have completed their rebranding as Wingify, the unified global identity for the merged business announced earlier this year. Alongside the name, the company has unveiled what it describes as an Agentic Experience Optimization Platform, consolidating experimentation, personalisation, behavioural analytics, feature management and commerce optimisation into a single data layer and workflow. The combined entity reports more than $100 million in annual revenue, over 4,000 customers worldwide, and a headcount of more than 700 across 11 offices spanning North America, Europe, Asia Pacific and Latin America.
Chief executive Sparsh Gupta framed the rebrand as more than a cosmetic exercise. "AI is not another layer we've added to the platform; it is the platform's operating logic, as it sees what is happening, decides what to do next, and acts while the visitor is still on the page," he said. "Every one of those decisions is measured, so relevance is something we can prove rather than promise."
The platform and its AI engine
The platform is built around what Wingify calls the Relevance Loop: a four-stage cycle of understanding visitor signals, deciding the optimal next experience, activating that experience in real time, and then measuring outcomes to inform subsequent decisions. The company says this loop runs continuously across web, app, email, SMS, push, search and merchandising channels.
Wingz, Wingify's embedded AI engine, sits inside this loop rather than as a bolt-on assistant. Co-founder and chief product and technology officer Ankit Jain argued that this architectural choice is what differentiates it from much of the AI-augmented martech on the market: "It runs inside the loop, so it sees the signal, makes the call, ships the change, and then measures it. That last part is the hard part, and it is why we spent 15 years building the experimentation layer underneath it."
Named existing customers include L'Oréal, LVMH, Decathlon, Puma, Forbes, Motorola, AXA and De Beers.
Market context
Wingify enters the unified optimisation market at a crowded moment. Established players such as Optimizely, Adobe Target, Dynamic Yield (acquired by Mastercard) and Salesforce Personalisation occupy the enterprise segment, while a growing cohort of AI-native startups is challenging the incumbent stack from below. The case for consolidation, that fragmented point solutions create data handoff delays and compounding attribution errors, is well understood by digital-experience buyers. Wingify's pitch that a single data foundation eliminates those gaps is consistent with a broader platform-consolidation trend playing out across the martech stack.
The $100 million revenue figure positions Wingify at scale for a combined entity, though the company has not disclosed a post-merger valuation, net revenue retention, or the proportion of customers who have migrated to the unified platform from their legacy VWO or AB Tasty accounts. Those metrics will be closely watched by investors and prospective customers alike as integration work continues.
From a regulatory standpoint, Wingify's platform processes behavioural and intent data across multiple regions. The EU AI Act's provisions on automated decision-making systems, combined with existing GDPR obligations around profiling and consent, will apply to how Wingz surfaces and activates personalisation decisions for European users. The company has not yet published a data-processing addendum or model card covering the Wingz engine, which enterprise procurement teams are increasingly requiring before sign-off.