VWO & AB Tasty are now Wingify: What the merger means and 4 dangers for you

Update, September 2026: VWO and AB Tasty now operate under a single brand, Wingify. The combination was announced on January 20, 2026, and the new brand launched on September 16, 2026. Below you’ll find the key facts from the official statements, followed by our assessment of what the merger means for your testing setup.

The quake in the CRO industry was foreseeable, but the intensity is still surprising:

The merger of VWO and AB Tasty under the umbrella of Everstone Capital creates a new industry giant with over 4,000 customers and an ARR of 100 million dollars.

While the press releases talk about “synergies” and “AI innovations”, many marketers, agencies and small and medium-sized enterprises are faced with a completely different question:

What does that mean for me?

We at Varify.io have been monitoring these developments closely over the past few weeks. The signals are clear:

The market for A/B testing is taking a path that is increasingly detrimental to every team that wants predictable costs, transparent terms and control over its own data: from mid-sized brands to enterprises and their agencies.

In this article, you’ll learn about the four major dangers that lie ahead and why “bigger” rarely means “better” in testing.

Update September 2026: VWO and AB Tasty are now Wingify

On September 16, 2026, VWO and AB Tasty unveiled Wingify as the single global brand for the combined company, together with a new website at wingify.com (press release).

Wingify was already the name of the company behind VWO. With the rebrand, the company name becomes the product brand for both platforms.

Wingify describes itself as an “Agentic Experience Optimization Platform”. According to the announcement, experimentation, personalization, behavioral insights, commerce optimization, feature management and customer engagement run on one data foundation and one AI, called Wingz.

Timeline of the merger

Wingify at a glance

Source: Claude Research, September 2026. Wingify facts from the official press releases of January 20 and September 16, 2026, and from wingify.com. Competitor data sourced from official documentation.

Sources: press release of September 16, 2026, joint press release of January 20, 2026, wingify.com and wingify.com/pricing.

What changes for existing VWO and AB Tasty customers

VWO customers. Since June 13, 2026, the VWO app runs at app.wingify.com. According to Wingify’s official FAQ:

• Contracts, pricing and billing terms stay the same.
• Historical data, reports and running campaigns are not affected. The tracking code on your website keeps working.
• Login credentials stay the same, but you have to log in again, and passkeys must be set up again for the new domain.
• System emails now come from @wingify.com, and support moved to support@wingify.com. Wingify recommends allowlisting wingify.com, wingify.net, wingify.io and wingify.ai.

AB Tasty customers. The AB Tasty login is still separate and is linked from wingify.com. According to Wingify, both platforms will “come together under the Wingify umbrella”. The Wingify newsroom states that the combined platform “will continue to support all existing VWO and AB Tasty customers without disruption”.

What the official statements leave open

The announcements focus on the brand and the platform vision. Several questions that matter for customers are not answered publicly:

• Pricing: Wingify’s pricing page lists Growth, Pro and Enterprise plans, but shows no prices. Access runs through a demo or a trial.
• Migration timeline: There is no public date for when AB Tasty customers will move to the unified platform.
• Contracts for AB Tasty customers: The statement that contracts stay unchanged refers to VWO accounts. We found no equivalent statement for AB Tasty.
• Product roadmap: There is no public list of which features from which platform stay, merge or get retired.

Danger 1: Barred market access for A/B testing

After the shutdown of Google Optimize in 2023, VWO was seen as the new “safe haven” for many companies. The free entry plan in particular was the first step into the world of A/B testing for many teams.

Today, Wingify’s pricing page lists no free plan and no prices: its Growth, Pro and Enterprise plans are offered through a demo or a trial. With that, a piece of transparency disappears from the market. Prices are hidden behind individual offers and sales pitches.

Why this is a danger for you:

• Not a risk-free start: A/B testing is becoming a major financial hurdle. The easy way to start experiments without a huge budget no longer exists in this form.
• Lack of price transparency: If prices are no longer communicated publicly, you lose comparability. Testing tools evolve from a clear software solution to complex, opaque contract negotiations.
• Price as a negotiation: Price becomes a negotiation instead of a fact. That affects every buyer, and it makes budgets harder to plan, whatever the size of the company.

At Varify.io, we believe that access to data and optimization shouldn’t depend on the size of your budget. While others close the doors and hide prices, we keep access open and conditions clear.

Danger 2: Yield pressure and the brake on growth

Behind the merger of VWO and AB Tasty is Everstone Capital, a powerful investment company. The goal of such investments is no secret: maximum return on investment (ROI) for the investors. For you as a user or agency, this focus often means that the tool is no longer optimized for your needs, but for the investors’ bottom line.

Why this penalizes your growth financially:

• Success is expensive (the MTU trap): Most large platforms charge according to “Monthly Tested Users” (MTU). The problem with this is that the more successful your optimization is and the more traffic you generate, the more your costs increase. Your success is therefore penalized by a kind of “growth tax”.
• Intransparent contract negotiations: We keep hearing from the industry that talks with the big players today often no longer feel like a partnership. Without publicly available prices, negotiations often turn into a tough battle for budgets in which transparency falls by the wayside.
• Complexity instead of innovation: In order to justify ever higher enterprise prices, the software is often overloaded with unnecessary functions. You end up paying for a huge package of “bells & whistles” that you never use in practice, but which make the tool cumbersome and expensive.

At Varify.io, we take a different approach. Since we operate independently of short-term investor targets, we can rely on a fair flat-rate model. Your traffic can grow as much as it wants and your costs remain predictable. This matters most at scale: the more traffic you test on, the bigger the gap between MTU pricing and a flat price per domain.

Danger 3: The all-in-one trap and the attack on agency performance

A striking trend among the major platforms is the attempt to squeeze everything into a single tool (“all-in-one”). What sounds convenient at first glance carries a high risk for the quality of your optimization and the independence of your strategy.

Why the “complete solution” is often a dead end:

• The attack on expert services: Large providers are increasingly selling “done-for-you” solutions and automated processes directly to end customers. Instead of just supplying a tool, they are trying to take on the role of strategic consultant or agency. The problem: a tool can deliver software, but it can rarely replace individual, in-depth expertise.
• Automation vs. strategy: “No-code” and AI automation are often sold as a panacea. But real growth requires experts who understand and manage complex test scenarios. When tools try to “exclude” the expert, all that often remains is superficial optimization.
• Dependency through “lock-in”: The more functions a tool takes on, the more difficult it is to change. You are locked into a closed system. If prices rise or performance drops, leaving is extremely time-consuming and expensive.

Varify.io works with in-house CRO teams and agencies alike, and never competes with its customers’ service business. Our goal is to enable technological freedom instead of enforcing rigid systems. You retain full control over your strategy. We do away with unnecessary ballast and hidden competition from the software provider.

Danger 4: The loss of digital sovereignty in Europe

AB Tasty, founded in Paris in 2014, is now part of a group led by VWO’s co-founder and backed by the private equity firm Everstone Capital. For European companies, this raises the question of where decisions about their optimization data are made.

This is a question of competitiveness. Protecting and strengthening European technology providers helps secure Europe’s position in the international market in the long term.

Those who hand over control of their optimization data to large non-European groups risk losing digital sovereignty and innovative strength at their own location.

Varify.io: The independent alternative to Wingify

Varify.io is a European A/B testing and personalization platform. More than 2,700 teams use it, from growing online shops to enterprises running experiments across several brands and domains. The difference to Wingify is not the size of the customer. It is how the platform is priced, where it measures and who controls it.

What Varify.io offers:

• Published, traffic-independent pricing: One flat price per domain, with no per-visitor fee and no monthly visitor cap. The Enterprise plan covers custom domain setups. Your costs do not rise when your traffic does.
• AI built into the workflow: Prompt Based Experimentation writes variant code from a prompt. The AI CRO Audit delivers up to 10 prioritized experiment ideas per page, each with severity and an estimated conversion impact. With Varify MCP, you can control experiments from your own LLM, and the AI helps you interpret results.
• Client-side and server-side testing in one platform: Visual editor, code editor for JavaScript and CSS, and an API for server-side experiments.
• Measurement in your own analytics: Varify delivers the variant, and your existing tool measures the result: GA4, BigQuery, PostHog, Matomo or Piwik Pro. There is no second tracking layer and no second set of numbers.
• Enterprise requirements covered: SSO via Azure or SAML, two-factor authentication, roles and rights, staging environments, support for penetration tests and a DPA in German and English.
• European by design: A German company, hosted in Frankfurt, with cookie-less variant assignment.
• Built for agencies too: Domain credits instead of seats, so agencies can manage client domains flexibly.

Want to see how the two platforms compare feature by feature? Read the full comparison Varify.io vs. Wingify. There is also a direct comparison with VWO and with AB Tasty, and all plans are listed on the pricing page.

Our conclusion: review your strategy for the future now

The merger of VWO and AB Tasty marks a turning point in the industry. The shift towards non-transparent enterprise models is jeopardizing the agility and independence of many companies. Now is the right time to critically scrutinize your own tool strategy.

At Varify.io, we stand for a market with real choice: a European platform with transparent pricing, built-in AI and enterprise-grade security, as an independent alternative to Wingify. Rely on transparency and real expert tools and don’t let yourself be forced into golden cages that make your success unnecessarily expensive.

Sources: official statements

• VWO and AB Tasty Join Forces to Redefine the Future of Digital Experience Optimization, GlobeNewswire, January 20, 2026
• VWO and AB Tasty Combine to Create a Global Digital Experience Optimization Platform, Wingify newsroom
• VWO and Wingify: aligning our domain (FAQ), Wingify, June 10, 2026
• AB Tasty and VWO Unite Under Wingify, Launching a Unified Platform, New Brand Identity, and a Website, PR Newswire, September 16, 2026
• wingify.com and wingify.com/pricing, accessed on September 28, 2026