B2B Companies Using Google Optimize in the UK: 127 Active Firms (2026)
B2B companies using web testing technology sell products or services to other organisations while optimising UK website journeys.
For B2B sellers, a client-side testing stack usually sits between demand generation, product marketing and web operations rather than inside engineering alone. It lets teams vary landing pages, forms, messaging and calls to action without rebuilding the site, then route decisions through analytics and tag-management workflows. Adoption signals a direct-channel posture: enough paid or organic demand to test, a marketing operations owner or agency partner, and a conversion budget that extends beyond content publishing. The buyers are usually revenue, marketing, product or digital heads in revenue-generating SMEs and mid-market organisations, with enterprise use more likely where compliance or procurement has pushed experimentation into a broader digital-experience suite.
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127 actively trading UK B2B companies are running this A/B testing stack on public websites. Reported headcount across the cohort is 1,588 employees. Within the B2B A/B testing category, the stack ranks fourth, with 6.0% share against a 2,133-company denominator. Adoption is weighted towards London at 29.9%, then the South East at 21.3%, the East of England at 11.8%, the North West at 9.4% and Yorkshire and The Humber at 6.3%. The spread points to a sales-and-marketing-heavy user base rather than a purely software-infrastructure cluster, although software and adjacent technology businesses are still common within the group.
Operating rules come less from the testing script itself than from the marketing activity around it. B2B is not licensed as a single UK industry; obligations depend on whether the adopter is handling financial services, telecoms, professional advice, data processing or another regulated activity. For web experimentation, the practical issues are consent, tracking configuration and lawful use of business-contact data. ICO guidance says PECR covers direct marketing by live or automated calls, electronic mail and fax. Corporate-body email and text campaigns do not need PECR consent, but senders must identify themselves and provide an opt-out route. Live marketing calls require CTPS and TPS screening, and UK GDPR still applies where personal data is processed.
Adoption appears tied to the maturity of B2B demand generation rather than to sector fashion. These tools tend to stay in place when a site already has paid acquisition, analytics ownership and repeat landing-page work, but they are harder to justify where traffic is thin or decision cycles are relationship-led. Movement in the cohort is likely to come from retagging, consolidation inside wider analytics and experience-management suites, and procurement scrutiny over cookies and personal-data handling. Smaller adopters may keep experimentation tactical, while more complex firms push testing into governed marketing-technology stacks.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of Google Optimize varies by company size across the trading UK B2B companies in this cohort. 0.1% of the 76,784 companies with under 10 employees run Google Optimize (87 detected). 0.1% of the 31,788 companies with 10–50 employees run Google Optimize (35 detected). 0.1% of the 3,773 companies with over 50 employees run Google Optimize (5 detected).
127
Active firms
2026
6%
Of detected A/B Testing share
UK B2B
6
Median headcount
Filed accounts
315
Verified directors
Across this cohort
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Key facts
About 9% of the trading cohort reports turnover above £5M (12 of 127 firms) — the rest sits below that revenue band.
10% of the cohort was incorporated since 2022 (13 firms), so a sizeable share is in its first few filing cycles.
Within B2B firms with a detectable A/B Testing system, this tool appears in 6.0% of cases (127 of 2,133), behind other systems at 66.4%, 10.4% and 8.7%.
The regional skew is southern: London accounts for 29.9% (38), the South East for 21.3% (27) and the East of England for 11.8% (15).
Stack overlap points to measurement plumbing: 75.6% (96) also run a tag-management product, while 57.5% (73) also run an analytics product.
Sector tags overlap, with SaaS at 30.7% (39), AI & Machine Learning at 15.7% (20), and Wholesale & Distribution at 13.4% (17).
ICO guidance leaves B2B email to corporate subscribers outside the PECR consent rule, but senders must identify themselves, provide a valid opt-out, and meet UK GDPR duties where personal data is processed.
A/B testing market share among UK B2B
Share of the 2,133 UK B2B with a detectable system. As of June 2026.
What else do Google Optimize-running B2B run?
Share of the 127 Google Optimize-running UK companies where each technology was also detected. As of June 2026.
Where Google Optimize B2B are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
6
Median headcount
£766.5K
Median UK turnover
9.4%
Above £5M turnover
13
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 227 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2B using Google Optimize
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 5 filingsOperates an online platform that matches businesses with funding options including loans, equity investment and grants. Provides comparison tools and applications for financial products such as asset…
Serves SMEs, startups and growing businesses seeking finance, alongside advisors, brokers, vendors and bookkeepers supporting business clients with funding needs.
Financial Health
StableStable · Hiring · 15% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides a mobile engagement platform for app developers and marketers, offering mobile and web push notifications, in‑app messaging, deferred deep links, geotargeted messaging, mobile app analytics,…
Serves enterprises with mobile apps, app development agencies, and OEM marketing/email automation platforms across retail/QSR loyalty, health and fitness, travel/hospitality, sports/fan engagement…
Financial Health
StrongStrong · Hiring · 31% CAGR over 5y
Location
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Develops AI-powered software for ecommerce product discovery, including site search, conversational shopping assistants, guided selling tools, product configurators, and recommendation systems. Also…
Serves ecommerce brands, retailers and B2B distributors selling complex product ranges, including housewares, appliances, consumer electronics, sports and outdoor gear, tools, health and beauty,…
Location
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Provides an online banking platform for small businesses offering checking accounts, credit cards, and access to financing. Includes tools for invoicing, bookkeeping, budgeting reserves, financial…
Serves small businesses, self-employed professionals, freelancers and consultants, including marketing advisors, web developers, brand designers, property managers, photographers and online retailers.
Financial Health
N/AN/A
Location
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Financial sub-scores
Computed from 3 filingsDevelops real-time data analytics and customer engagement software. Provides platforms for customer journey orchestration, AI-driven optimisation, and omnichannel messaging including mobile push,…
Sells to enterprise marketing, customer experience and digital engagement teams, mainly in financial services, telecoms, retail and eCommerce, and travel and aviation.
Financial Health
StrongStrong · Growing · 0% CAGR over 2y
Location
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Computed from 5 filingsProvides an online learning platform offering browser-based coding labs, virtual development environments, and auto‑graded assessments for teaching AI, data science, cybersecurity, and software…
Sells to B2B and education buyers delivering technical training, including enterprises upskilling workforces, teams training data, AI, cybersecurity and software skills, plus colleges, universities,…
Financial Health
HealthyHealthy · Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsProvides conversion rate optimisation and experimentation services for e-commerce websites, using data analysis, user research and machine learning tools to test and improve online customer journeys,…
Serves B2B e-commerce companies and online retailers where digital performance is commercially important, targeting e-commerce directors, heads of e-commerce, product leaders and customer experience…
Financial Health
WeakWeak
Location
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Computed from 5 filingsProvides cloud-based social media management software that allows businesses and agencies to schedule and publish posts, manage content, monitor messages and comments, collaborate in teams, and…
Serves marketing teams and social media managers at agencies, small businesses, franchises, enterprises, higher education institutions and real estate firms managing client or brand social channels.
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 5y
Location
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Computed from 3 filingsProvides a mobile app offering business current accounts integrated with accounting and tax tools for sole traders and freelancers. Includes invoicing, payment acceptance, automated transaction…
Serves UK sole traders, freelancers, self-employed people and small businesses; also targets accountants supporting small business clients.
Financial Health
StableStable · -7% CAGR over 2y
Location
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Computed from 5 filingsProvides cloud-based electronic data interchange (EDI) and e‑invoicing software that connects businesses with trading partners. Enables automated supply chain transactions, document exchange,…
Serves B2B organisations with complex supply chains, including retail, manufacturing, production, logistics and finance teams that need to connect with trading partners, suppliers, distributors and…
Financial Health
StableStable · Hiring · 4% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based job management software for trade businesses, enabling creation of quotes and invoices, scheduling of jobs and engineers, time and expense tracking, customer portals, and…
Serves UK trade businesses and contractors, including plumbers, electricians, heating and gas engineers, HVAC firms, builders, landscapers, pest control providers, roofers and property maintenance…
Financial Health
StableStable · 2% CAGR over 4y
Location
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Computed from 5 filingsProvides a digital platform for managing and tracking operational and compliance processes on infrastructure and construction projects. Software supports inspections, audits, safety reporting, asset…
Serves B2B infrastructure and asset-intensive organisations, including rail, utilities, energy and renewables, construction, highways and civils teams responsible for project controls, quality…
Financial Health
WeakWeak · Hiring · 23% CAGR over 3y
Location
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Computed from 3 filingsProvides a financial platform for businesses to issue corporate cards, send domestic and international payments, pay bills and vendors, and manage expenses with spend controls, approvals, and…
Serves active businesses and finance teams operating across Latin America, North America, the UK and Europe, especially companies with international vendors, distributed teams, and cross-border…
Financial Health
DistressedDistressed · -3% CAGR over 2y
Location
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Computed from 5 filingsDevelops and operates a software platform that collects, verifies and manages product sustainability data and claims for consumer goods brands and retailers, enabling compliant environmental and…
Serves B2B consumer goods brands and retailers, particularly marketing, sustainability, compliance and ecommerce teams seeking to reach values-driven shoppers and manage sustainability claims.
Financial Health
HealthyHealthy · -67% CAGR over 4y
Location
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Computed from 3 filingsProvides managed hosting platforms for WordPress websites and applications, including site management, security, performance optimisation, developer tools, and infrastructure for e‑commerce, media,…
Serves B2B customers including enterprise digital teams, creative agencies, developers, small businesses, ecommerce retailers and media/newsroom organisations using WordPress websites and…
Financial Health
StrongStrong · Profitable, Growing · 4% CAGR over 2y
Location
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Computed from 5 filingsProvides cloud-based legal case and practice management software for law firms, including conveyancing tools, document automation, client portals, legal accounting, workflow management, integrations…
Serves B2B legal practices, including solicitors, conveyancers and law firms handling family law, wills and probate, personal injury, litigation, immigration and asylum matters.
Financial Health
HealthyHealthy · Hiring · 32% CAGR over 4y
Location
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Computed from 3 filingsArranges business finance for companies by brokering funding from a network of lenders. Offers access to products such as unsecured and secured loans, invoice finance, merchant cash advances,…
Serves UK limited companies and other trading organisations, including sole traders, charities and partnerships, seeking business finance.
Financial Health
StableStable · Hiring · 73% CAGR over 2y
Location
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Computed from 5 filingsProvides cloud-based survey and research software for creating, distributing and analysing online surveys. Platform includes tools for market research, customer and employee experience measurement,…
Serves B2B and public-sector teams running research, customer experience and employee experience programmes, including market research, CX and HR teams across gaming, automotive, education,…
Financial Health
StrongStrong · Hiring · 24% CAGR over 4y
Location
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Computed from 3 filingsProvides a software-as-a-service platform for retailers to manage dropshipping and curated marketplace operations. Software connects retailers with suppliers, synchronises inventory, manages product…
Serves B2B retailers and ecommerce organisations, particularly supply chain, category, dropship and online trading teams managing large product ranges and supplier networks.
Financial Health
StrongStrong · Hiring · 33% CAGR over 2y
Location
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Computed from 5 filingsProvides a digital employee assistance programme (EAP) platform offering same-day counselling sessions, 24/7 helpline support, mental health training for managers, and self‑guided wellbeing resources…
Serves businesses and organisations seeking employee wellbeing support, including tech startups and scale-ups, digital agencies and studios, nurseries, schools, universities, charities and…
Financial Health
StrongStrong · Hiring · 14% CAGR over 4y
Location
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Computed from 5 filingsDevelops and provides online community platform software for enterprises, universities and membership organisations. Features include member directories, mentoring matching, groups, event promotion,…
Serves B2B organisations in corporate, education and membership sectors, including universities, alumni relations teams, enterprises and associations that manage online communities, mentoring,…
Financial Health
WeakWeak · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops software for the travel industry that automates passenger communications. Provides a platform used by airlines, rail operators and travel companies to send personalised notifications, flight…
Serves B2B travel organisations, including airlines, rail operators, travel agencies and travel management companies, especially teams responsible for passenger communications and disruption…
Financial Health
HealthyHealthy · -29% CAGR over 4y
Location
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Computed from 4 filingsProvides software platform and AI tools for financial crime compliance teams, including case management, transaction monitoring, investigation automation, customer data integration, and regulatory…
Serves B2B financial institutions, including banks and fintechs, targeting FinCrime, AML, compliance, transaction monitoring, investigations and risk operations teams responsible for oversight and…
Financial Health
StableStable · -84% CAGR over 3y
Location
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Computed from 2 filingsDevelops software infrastructure and APIs for the automotive parts industry, providing AI models and data tools that standardise parts information, connect supply chain systems, and support…
Serves B2B customers across the auto parts supply chain, including enterprise MSOs, OEMs, automotive groups, bodyshops, dealerships, dismantlers, repairers, and software developers.
Financial Health
WeakWeak · 0% CAGR over 1y
Location
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Computed from 2 filingsProvides employment background screening and verification services including CV, identity, criminal record and right‑to‑work checks. Offers automated screening technology, APIs and reporting tools…
Serves employers and HR/recruitment teams, particularly businesses managing hiring risk, post-employment screening, regulated compliance or international recruitment across multiple countries,…
Financial Health
StableStable · 0% CAGR over 1y
Location
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Computed from 3 filingsProvides a cloud-based school management and learning platform integrating student information systems, learning management systems, assessments, CRM for admissions, fee management, reporting,…
Targets school leaders, administrators and educators at K-12 schools, international-curriculum institutions and higher education providers, including multi-campus and multilingual education groups.
Financial Health
StableStable · -46% CAGR over 2y
Location
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Computed from 5 filingsDevelops and provides web analytics software that tracks website traffic and user activity in real time. Platform offers dashboards, visitor insights, and privacy‑focused data collection as an…
Serves businesses, website owners, founders, and marketing teams that need straightforward, privacy-conscious website analytics, particularly those seeking an alternative to Google Analytics.
Financial Health
WeakWeak · -22% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based software for the insurance sector. Platform provides tools for product building, underwriting, policy administration, client management, accounting, reporting, and APIs, enabling…
Sells to B2B insurance organisations: brokers, insurers, MGAs and developer teams responsible for building, distributing and administering insurance products.
Financial Health
StrongStrong · Hiring · 20% CAGR over 4y
Location
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Computed from 5 filingsProvides managed web hosting services, including hosting for WordPress, Magento and other PHP applications. Offers VPS and dedicated servers, reseller hosting, and a platform for agencies to manage…
Serves UK digital agencies, web developers, freelancers and creative teams managing client websites, including WordPress, Magento, ecommerce and PHP application projects.
Financial Health
StableStable
Location
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Computed from 5 filingsProvides staffing and recruitment services, placing contract, contract‑to‑permanent, and permanent workers across sectors including IT, healthcare, finance, engineering, and administration. Also…
Serves employers, hiring teams and public-sector organisations needing talent across IT, healthcare, finance, engineering, government, manufacturing, retail, telecom and other industries in global…
Financial Health
StableStable · -37% CAGR over 4y
Location
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Computed from 5 filingsDevelops and operates a mobile and web platform for veterinary practices, providing client communication tools including SMS, WhatsApp and in‑app messaging, appointment booking, video consultations,…
Sells B2B to veterinary practices, veterinary groups and mobile veterinary clinics worldwide, targeting vets, practice managers and client care teams.
Financial Health
StableStable · Hiring · 12% CAGR over 4y
Location
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Computed from 5 filingsProvides digital marketing services including search engine optimisation (SEO), pay‑per‑click advertising, social media management, online reputation management, content marketing and website…
Serves B2B clients across sectors such as insurance broking, automotive and specialist training, typically commercial teams seeking more online visibility, lead generation and sales.
Financial Health
StrongStrong · Growing, Hiring · 8% CAGR over 4y
Location
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Computed from 5 filingsProvides an all‑in‑one software platform for experience and event businesses to build branded websites, sell tickets and packages, process payments, manage bookings, run CRM and marketing campaigns,…
Serves B2B experience operators and creators, including music event organisers, entertainment and competitive socialising venues, and adventure businesses.
Financial Health
StrongStrong
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Provides lending, asset and motor finance, invoice finance, and customer financing through brokers and dealers; offers savings and deposit accounts, wealth management services, and securities trading…
Serves UK small businesses, institutions and individuals, plus intermediaries such as motor dealers and insurance brokers. Targets commercial clients in sectors including aviation and marine,…
Financial Health
N/AN/A
Location
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Provides cloud-based payment processing solutions for contact centres and organisations, including IVR and agent-assisted card payments, pay‑by‑bank, web and mobile payments, messaging payments, and…
Serves B2B organisations with contact centres, including housing associations, debt collection and enforcement firms, utilities, travel agencies, tour operators, charities and not-for-profits.
Financial Health
N/AN/A
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Computed from 2 filingsProvides digital trade management software that enables paperless processing of global commodity trade documents, including electronic bills of lading, certificates of origin and warehouse warrants,…
Serves B2B participants in global commodity trade, especially energy, petrochemicals, metals and minerals firms, alongside banks, insurers, shipping/logistics operators and chambers of commerce.
Financial Health
StableStable · 0% CAGR over 1y
Location
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Computed from 5 filingsProvides cybersecurity consulting and managed security services including SOC monitoring, SIEM log management, managed detection and response, vulnerability assessments, penetration testing, security…
Serves businesses and public sector organisations seeking cyber risk and compliance support, with stated focus on pharmaceutical, insurance, housing association, government, education and…
Financial Health
HealthyHealthy · Hiring · 29% CAGR over 4y
Location
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Computed from 3 filingsDevelops cloud-based software platforms for insurance companies, providing policy administration, billing and claims management systems, customer portals, data analytics, and tools for automation,…
Serves B2B insurance carriers and providers, especially ambitious insurers in group benefits, P&C/general insurance, protection, life and annuities, and emerging lines such as pet insurance.
Financial Health
StableStable · -3% CAGR over 2y
Location
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Computed from 5 filingsProvides cloud-based accounts payable automation software, including purchase order management, AI/OCR invoice processing, approval workflows, supplier payments, expense management and reporting,…
Serves finance and accounts payable teams in SMEs, charities, education providers, care and hospice organisations, town and parish councils, manufacturers, construction firms, asset managers, leisure…
Financial Health
HealthyHealthy · Hiring · 20% CAGR over 4y
Location
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Computed from 5 filingsDevelops software for waste management and recycling operations, including ERP‑integrated systems to track materials, manage logistics, contracts, pricing, reporting, and regulatory compliance.…
Serves B2B waste and recycling organisations, including waste brokers, hazardous waste operators, metals firms, logistics and haulage providers, and recycling or reprocessing businesses seeking…
Financial Health
StableStable · Hiring · 3% CAGR over 4y
Location
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Computed from 3 filingsProvides digital engineering and IT services including application development and management, cloud and infrastructure consulting, data analytics, enterprise integration, cybersecurity and AI‑based…
Serves enterprise B2B clients and technology buyers across banking, financial services, insurance, healthcare, life sciences, consumer tech, industrial, software, hi-tech, telecom and media sectors.
Financial Health
StrongStrong · Hiring · 12% CAGR over 2y
Location
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Computed from 4 filingsProvides search marketing services including search engine optimisation (SEO), pay‑per‑click advertising, paid social and digital PR. Develops and manages campaigns to improve online visibility,…
Serves ambitious brands and marketing teams across the UK, US and Europe, particularly in ecommerce, fashion, beauty, automotive, home and garden, finance, electronics and B2B sectors.
Financial Health
WeakWeak · -24% CAGR over 3y
Location
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Provides employment background screening and verification services, including CV validation, identity checks, criminal record checks, and right‑to‑work verification. Offers automated screening…
Serves B2B employers, HR teams and recruitment teams that need to vet candidates and existing staff, including organisations hiring internationally or operating in regulated, compliance-sensitive…
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Computed from 5 filingsProvides compliance and risk management assessment services for contractors and suppliers, including SSIP and Common Assessment Standard certification, contractor prequalification, and supply chain…
Serves B2B contractors and off-site suppliers seeking buyer visibility, plus procurement and supply-chain teams managing contractors in construction, education, public sector, transport,…
Financial Health
WeakWeak
Location
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Computed from 5 filingsDevelops applicant tracking software with AI tools for recruitment. Platform manages job pipelines, interview scheduling, scorecards, candidate evaluation, analytics and hiring workflows, helping…
Serves in-house talent acquisition and HR teams at start-ups, SMEs and growing companies, particularly businesses scaling their hiring operations.
Financial Health
WeakWeak · -18% CAGR over 4y
Location
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Computed from 3 filingsProvides AI-powered tools for planning and designing marketing websites, including generators for sitemaps, wireframes and style guides. Offers libraries of UI components and design assets for…
Serves web designers, developers and digital agencies building marketing websites, including Webflow, Figma and React users at businesses and brands globally.
Financial Health
StableStable · -13% CAGR over 2y
Location
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Computed from 5 filingsProvides data science and analytics services to retailers and brands, including customer data management, marketing analytics, shopper trend analysis, and SEO recommendations to support marketing…
Serves B2B and public-sector clients, including retailers, ecommerce brands, marketers and C-suite leaders at Fortune 500, FTSE 250 and UK SME organisations, plus government agencies.
Financial Health
DistressedDistressed · -29% CAGR over 4y
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Computed from 3 filingsProvides software for supply chain network design, optimization and scenario modelling. Platform enables companies to model logistics networks, plan production and inventory, evaluate risks and…
Serves B2B supply chain, planning and operations teams at global companies, especially in oil and gas, food and beverage, retail/e-commerce, process manufacturing, electronics/components and real…
Financial Health
WeakWeak · 0% CAGR over 2y
Location
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Computed from 5 filingsProvides lead generation and appointment setting services for home improvement installers. Generates inbound enquiries and transfers sales appointments for products including double glazing, solar PV…
Serves UK home improvement providers and installers, including double glazing, solar PV, heat pump, insulation, boiler and conservatory roof companies seeking exclusive sales appointments.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 5 filingsDevelops software for offsite construction and timber‑frame manufacturing. Provides design, detailing and production tools that integrate with BIM to support fabrication, assembly planning and data…
Serves B2B customers in offsite construction, including small to large manufacturers, prefab builders, carpentry, stick-frame, CLT, SIP, log and metal-frame businesses, plus teams managing design,…
Financial Health
StrongStrong · Growing, Hiring · 6% CAGR over 4y
Location
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How Google Optimize usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2B companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2B companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Google Optimize is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2B by A/B testing
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Frequently asked questions
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