- AB Tasty merged with VWO in early 2026 — existing customers face pricing changes and platform uncertainty
- Varify.io offers the same core features (visual editor, A/B testing) from €149/month flat — no MTU pricing
- Cookie-less architecture means no consent banner needed — unlike AB Tasty which sets cookies
- Native GA4 + BigQuery integration — AB Tasty uses parallel tracking with potential data discrepancies
AB Tasty was one of Europe's leading A/B testing platforms — a French company with strong GDPR awareness and a visual editor that marketers loved. Then, in early 2026, AB Tasty merged with VWO under the umbrella of Everstone Capital. For existing AB Tasty customers, this raises urgent questions: Will pricing change? Will the platform be absorbed into VWO? What happens to European data residency?
Varify.io is the AB Tasty alternative for teams that want stability, transparent pricing, and European data protection without corporate uncertainty: cookie-less by design, native GA4 integration, GDPR-compliant EU hosting in Frankfurt, and flat-rate pricing from €149/month — no MTU limits, no annual lock-in. For a broader comparison, see our full A/B testing tools guide.
What the AB Tasty + VWO merger means for customers
In early 2026, AB Tasty and VWO merged under Everstone Capital, creating the largest A/B testing conglomerate with 4,000+ customers and $100M+ ARR. While press releases emphasize "synergies" and "AI innovations", the practical impact for existing customers is less clear:
- Pricing uncertainty: VWO already discontinued its free plan. AB Tasty's pricing was always opaque (quotes-only). The merged entity has no incentive to lower prices — expect upward pressure.
- Platform consolidation: Running two parallel platforms is expensive. Historically, mergers lead to one platform being sunset. AB Tasty customers may face forced migration to VWO's stack.
- Data residency questions: AB Tasty was French with EU infrastructure. VWO is India-based. Where does customer data live post-merger? The answer may change over time.
- Feature roadmap: Investment goes to the merged platform's priorities, which favor enterprise accounts. SMB features may stagnate.
Varify vs. AB Tasty — honest comparison
| Feature | Varify.io | AB Tasty (now VWO) |
|---|---|---|
| Price | from €149/mo flat | Custom quote (was ~$400+/mo) |
| Pricing model | Flat-rate, no traffic limits | MTU-based, scales with traffic |
| Contract | Monthly, cancel anytime | Annual (typically) |
| Cookie-less | ||
| GDPR | EU servers (Frankfurt) | Uncertain post-merger |
| Visual Editor | ||
| GA4 Integration | Native | Parallel tracking |
| BigQuery | Native | |
| Own tracking | None (uses your analytics) | Yes (parallel) |
| Company stability | Independent, bootstrapped | PE-backed merger |
Source: Claude Research, May 1, 2026
When staying with AB Tasty / VWO makes sense
Switching tools has a cost. Here's when staying might be the right call:
- Deep personalization needs: AB Tasty's personalization engine (now combined with VWO) offers AI-driven targeting that Varify doesn't match. If you run complex personalization campaigns, the merged platform may serve you well.
- All-in-one requirement: The VWO+AB Tasty combination offers heatmaps, session recordings, surveys, and testing in one platform. If you actively use all of these, consolidation has value.
- Enterprise support contracts: If you have a multi-year enterprise agreement with dedicated support, the migration cost may not be worth it for the remaining contract term.
For teams that primarily need A/B testing with a visual editor, predictable pricing, and European data compliance — Varify delivers the same core functionality with more transparency.
A/B testing that doesn't change when your vendor gets acquired.
Stable pricing, EU hosting, no corporate uncertainty. From €149/month flat.
How to switch from AB Tasty to Varify
- Install Varify's snippet (11.5 KB) — replaces the AB Tasty tag. Takes 5 minutes via GTM or direct integration.
- Connect GA4 — all GA4 events automatically become experiment goals. No manual setup needed.
- Recreate priority tests in the visual editor. AB Tasty's visual changes translate directly to Varify's editor.
- Run A/A validation to confirm accurate measurement.
- Go live and remove the AB Tasty snippet.
Most teams complete migration in under an hour. Coming from Google Optimize? See our dedicated migration guide.
