A significant consolidation event is reshaping the digital experience optimization (DXO) sector, as private equity firm Everstone Capital orchestrates the unification of India’s Wingify and France’s AB Tasty. This strategic move aims to establish a formidable new entity, poised to generate over $100 million in annual revenue and cater to a rapidly evolving global market. The merger, coming just a year after Everstone’s $200 million acquisition of a controlling stake in Wingify, underscores a growing trend towards integrated, comprehensive solutions in the digital technology landscape.

The Genesis of a Digital Experience Giant

The newly formed platform represents a pivotal moment for two companies that, despite operating as "friendly competition" for years, possessed distinct strengths. Wingify, the Indian innovator behind the widely recognized VWO product, has built its reputation on robust A/B testing and conversion rate optimization tools. Since its inception in 2010 by co-founders Paras Chopra and Sparsh Gupta, Wingify famously bootstrapped its operations for over a decade, achieving profitability and a substantial customer base without external venture capital until Everstone’s intervention in early 2025. Its clientele includes prominent names such as Forbes, Walt Disney, Amway, and Hilton Vacations, spanning e-commerce, SaaS, travel, and media sectors.

Across the continent, Paris-headquartered AB Tasty, founded in 2014, carved its niche in experimentation and personalization software. With a portfolio boasting over 1,000 brands, including L’Oréal and Samsonite, AB Tasty brought a strong European footprint and specialized capabilities in tailoring user experiences. This dual heritage, combining Wingify’s deep expertise in testing and analytics with AB Tasty’s focus on dynamic content delivery and user-centric customization, creates a synergistic foundation for the combined entity.

The combined business will immediately serve a vast global network of more than 4,000 customers. Its operational footprint will extend across North America, Latin America, Europe, and the Asia-Pacific region, supported by nearly 800 employees distributed across 11 international offices. The leadership has confirmed that approximately 90% of the new company’s revenue is anticipated to originate from the U.S. and European markets, emphasizing its global orientation, with its new headquarters established in New Delhi.

Strategic Imperatives in a Consolidating Market

This merger is not an isolated incident but rather a clear reflection of broader shifts occurring within the digital experience and enterprise software industries. Enterprises today face immense pressure to deliver seamless, personalized, and efficient digital interactions across all customer touchpoints. This demand has intensified the need for sophisticated tools that can optimize every stage of the customer journey, from initial discovery to conversion and retention.

The fragmentation of the digital tool ecosystem has historically presented a challenge for large organizations. Marketing, product, and growth teams often rely on a patchwork of disparate vendors for A/B testing, personalization, analytics, and content management. Integrating these separate solutions is not only complex and resource-intensive but can also lead to data silos and an inconsistent understanding of customer behavior. The push for consolidation, therefore, stems from a desire among businesses to streamline their tech stacks, reduce vendor complexity, and achieve a more unified view of their digital operations.

A significant driver behind this trend is the rapid advancement and integration of Artificial Intelligence (AI). AI-led capabilities are becoming indispensable for advanced personalization, predictive analytics, and automated experimentation. Companies are no longer content with merely testing different website versions; they seek AI-driven insights to anticipate user needs, optimize content in real-time, and personalize experiences at scale. The merged entity explicitly plans to invest heavily in AI-led capabilities, signaling its commitment to meeting this evolving market demand. By bringing together their respective technologies, Wingify and AB Tasty aim to offer a more comprehensive, AI-powered platform that negates the need for clients to "stitch together" solutions from multiple providers.

Everstone Capital’s role in this transaction extends beyond merely facilitating the merger. The private equity firm is injecting substantial additional capital, a move described as primarily aimed at "cleaning up" AB Tasty’s cap table and ensuring a smooth integration under one unified platform. While specific financial terms remain undisclosed, the deal involves both a cash component and equity rollover for existing leadership, allowing key individuals to maintain ownership stakes and align their incentives with the new entity’s long-term success. This approach highlights Everstone’s strategy of building robust, market-leading platforms through strategic acquisitions and mergers, leveraging its financial and operational expertise.

Leadership and Operational Blueprint

The leadership structure of the combined organization has been carefully designed to harness the strengths of both predecessor companies. Sparsh Gupta, co-founder of Wingify, will assume the crucial role of Chief Executive Officer, leading the merged entity forward. He will be joined by Ankit Jain, also a Wingify co-founder, who will serve as Chief Product and Technology Officer, overseeing the technological integration and innovation roadmap.

From AB Tasty’s side, co-founders Rémi Aubert and Alix de Sagazan will take on senior leadership positions, ensuring continuity and leveraging their deep understanding of the experimentation and personalization space. Aubert will become Chief Customer and Strategy Officer, focusing on client success and strategic market positioning, while de Sagazan will serve as Chief Revenue Officer, driving global sales and market expansion. This blended executive team aims to foster a unified culture while capitalizing on the diverse expertise each brings.

The decision to maintain current customer experience and gradually expand the platform’s depth reflects a pragmatic approach to integration. Instead of a disruptive overhaul, the strategy emphasizes stability for existing clients while methodically building out new, advanced functionalities. The commitment to no layoffs further underscores the focus on value creation through synergy and growth, rather than cost-cutting measures. With nearly 800 employees across 11 global offices, the combined workforce represents a significant intellectual and operational asset, poised for collaborative innovation.

Market Implications and Competitive Dynamics

The formation of this new digital experience optimization powerhouse immediately recalibrates the competitive landscape. The combined entity is now positioned to directly challenge established players like Optimizely and Adobe, who have long dominated segments of the DXO market. Optimizely, known for its robust experimentation and feature flag management, and Adobe, with its comprehensive suite of marketing clouds, represent formidable competitors.

However, the newly merged company brings a compelling proposition. By integrating Wingify’s strong foundation in A/B testing and conversion rate optimization with AB Tasty’s advanced personalization and experimentation capabilities, it aims to offer a more holistic and user-friendly platform. This comprehensive product suite, particularly with its emphasis on AI-led personalization and feature delivery, seeks to provide enterprises with a single, powerful solution for their entire digital optimization needs.

The merger also signals a growing recognition of the strategic importance of global reach. Combining an Indian-rooted company with a European counterpart creates a robust platform with diverse market access and insights. This cross-continental synergy allows for deeper penetration into key markets, particularly the U.S. and Europe, which together account for the majority of the projected revenue. Everstone’s backing, including the provision of an advisory board composed of industry experts, further strengthens the new entity’s ability to navigate complex market dynamics and accelerate its growth trajectory.

The Road Ahead: Innovation and Integration

The path forward for the combined Wingify and AB Tasty entity will involve navigating the complexities of post-merger integration while simultaneously driving innovation. Merging distinct technological platforms, organizational cultures, and customer bases requires careful planning and execution. The commitment to a phased expansion of the platform’s depth, with an immediate focus on maintaining customer experience, is a judicious approach to manage these challenges.

The emphasis on AI-led capabilities is particularly pertinent in an era where data-driven decision-making and hyper-personalization are paramount. As digital interactions become increasingly sophisticated, the ability to leverage AI for predictive insights, automated testing, and dynamic content delivery will be a critical differentiator. This focus aligns with broader industry trends, where AI is transforming how businesses engage with their customers, optimize their products, and drive growth.

This transaction exemplifies the broader trend of private equity firms actively shaping the technology sector. Recent reports from PitchBook, PwC, and EY have highlighted the sustained momentum of PE-led M&A in enterprise SaaS, with firms seeking to assemble scaled, AI-ready platforms to serve global enterprise customers. This strategic approach allows PE firms like Everstone to create significant value by combining complementary assets, enhancing market position, and fostering innovation within their portfolio companies.

With a clear vision for an integrated, AI-powered digital experience platform, a strong leadership team drawn from both organizations, and the backing of a major private equity firm, the newly formed entity is poised to become a significant force in the global digital optimization market. The coming years will reveal how effectively it executes its ambitious plans for innovation, integration, and market leadership in the dynamic world of digital customer experiences.