B2B Companies Using Optimizely in the UK: 51 Active Firms (2026)
B2B businesses using web testing technology sell products or services to other organisations, across the UK supplier base.
For UK business-to-business suppliers, an enterprise experimentation platform sits between the website, analytics layer and revenue operations workflow. It is used to test page variants, personalise journeys and decide which content, form or call-to-action converts account-level demand. Adoption tends to signal a marketing or ecommerce function with enough traffic, governance and internal skill to run planned tests rather than one-off page edits. The buying centre is usually marketing operations, digital product or growth, with input from data teams and compliance when customer and prospect identifiers are involved.
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UK adoption is modest: 51 actively trading companies in this business-to-business cohort are running the platform. Reported headcount totals 1,354, so the footprint is not simply a long tail of single-person websites. Within detected A/B testing adoption for the sector, the platform sits sixth, with a 2.4% share on a category denominator of 2,135. The registered-address skew is familiar for digital demand generation: London accounts for 31.4% of adopters, followed by the South East at 17.6%, the East Midlands at 13.7%, the North West at 9.8% and the West Midlands at 7.8%.
Business-to-business users do not sit under a single UK licensing regime. The regulatory position follows the underlying activity, such as financial services, telecoms, professional services or data processing, and the website stack will usually be reviewed through that lens. For digital marketing, the ICO treats PECR as covering live and automated calls, electronic mail and fax. Electronic-mail consent rules do not apply to corporate subscribers, but senders still need to identify themselves and provide a valid opt-out address. UK GDPR applies where business-contact data is personal data, while live marketing calls require screening against CTPS and TPS and respect for objections.
Adoption appears likely to remain selective rather than universal. The stack suits suppliers with managed web estates, identifiable conversion goals and enough internal ownership to act on test results. Smaller firms tend to rely on simpler analytics and campaign tooling until traffic volume or sales-cycle complexity justifies formal experimentation. At the other end, mature digital teams may consolidate testing, personalisation and consent workflows into fewer platforms as procurement teams push for clearer accountability. Compliance pressure should keep governance visible, particularly where marketing teams join website behaviour to named business contacts.
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 Optimizely rises with company size across the trading UK B2B companies in this cohort. 0% of the 76,784 companies with under 10 employees run Optimizely (35 detected). 0.1% of the 31,788 companies with 10–50 employees run Optimizely (16 detected). 0.1% of the 3,773 companies with over 50 employees run Optimizely (3 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
51
Active firms
2026
2.4%
Of detected A/B Testing share
UK B2B
5
Median headcount
Filed accounts
105
Verified directors
Across this cohort
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Key facts
About 7% of the trading cohort reports turnover above £5M (4 of 51 firms) — the rest sits below that revenue band.
5% of the cohort was incorporated since 2022 (3 firms), so a sizeable share is in its first few filing cycles.
Among B2B firms with a detectable A/B-testing system, this system accounts for 2.4% (51), behind alternatives at 66.5% (1,419), 10.4% (221), 8.7% (186), 5.9% (127) and 3.8% (82).
London and the South East account for 31.4% (16) and 17.6% (9) of the B2B cohort respectively, ahead of the East Midlands at 13.7% (7).
The surrounding web stack is weighted towards experimentation and marketing operations: 76.5% (39) also run tag management and 29.4% (15) also run paid-social tracking technology.
Infrastructure markers are common in the cohort, with 80.4% (41) also detected on a content-delivery and security layer and 39.2% (20) on cloud infrastructure.
For B2B marketing use cases, PECR covers direct marketing by live or automated calls, electronic mail and fax, while UK GDPR still applies where business-contact personal data is processed.
A/B testing market share among UK B2B
Share of the 2,135 UK B2B with a detectable system. As of June 2026.
What else do Optimizely-running B2B run?
Share of the 51 Optimizely-running UK companies where each technology was also detected. As of June 2026.
Where Optimizely 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.
5
Median headcount
£577.9K
Median UK turnover
7.8%
Above £5M turnover
3
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 133 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2B using Optimizely
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 filingsDevelops digital experience software for marketing and product teams, including content management, A/B testing, personalization, experimentation analytics, and ecommerce tools. Platform uses AI to…
Sells to B2B marketing, digital experience, ecommerce and product teams, including marketers, developers, engineers and digital leaders seeking platforms to manage and optimise customer-facing…
Financial Health
StableStable · Hiring · 38% CAGR over 6y
Location
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Computed from 3 filingsProvides consultancy and technical services for enterprise digital platforms, specialising in Optimizely. Designs, develops and upgrades websites and applications, and delivers ongoing support,…
Serves B2B enterprise organisations whose digital platforms are business-critical, especially in financial services, membership bodies, utilities, pharmaceuticals, education and manufacturing, across…
Financial Health
WeakWeak · -15% CAGR over 2y
Location
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Computed from 5 filingsDevelops and provides local SEO software and services for businesses and marketing agencies. Platform tracks local search rankings, audits SEO performance, manages business listings and citations,…
Serves marketing agencies and consultants, small businesses, and multi-location brands, with users including local marketers managing search presence for one or many business locations.
Financial Health
StrongStrong · Growing, Hiring · 25% CAGR over 4y
Location
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Computed from 4 filingsProvides cloud-based HR, payroll and recruitment software for businesses. Platform includes tools for payroll processing, pension submissions, employee onboarding, time and attendance tracking,…
Serves UK SMEs and SMB employers, especially HR, payroll and hiring teams. Also targets accounting firms, payroll bureaus and referral partners serving small-business clients.
Financial Health
StrongStrong · Hiring · 100% CAGR over 3y
Location
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Computed from 5 filingsProvides international payments and foreign exchange services, prepaid and business payment cards, and e‑money accounts for consumers and businesses through brands and platforms including FairFX and…
Serves businesses and individual consumers through Equals Money, FairFX and Card One Money, with investor-relations content for shareholders, investors and market participants.
Financial Health
StableStable · -53% CAGR over 4y
Location
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Computed from 4 filingsDevelops cloud-based payroll software for accountants, bookkeepers and payroll bureaux. Platform automates pay runs, timesheets, employee self‑service, pension auto‑enrolment, HMRC RTI reporting,…
Sells to UK payroll bureaux, accountancy firms and bookkeeping businesses that manage payroll for client employers, including firms needing bureau or reseller arrangements.
Financial Health
WeakWeak · -4% CAGR over 3y
Location
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Computed from 4 filingsDevelops and operates an online platform for creating interactive forms, surveys, quizzes, and data collection tools. Provides templates, analytics, integrations, and automation features to gather…
Serves B2B and B2C organizations, including GTM teams and larger enterprises, with buyers in marketing, product/UX research, HR, operations, talent, customer success and education.
Financial Health
StrongStrong · Growing, Hiring · 56% CAGR over 3y
Location
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Provides cloud-based payroll processing and human resources management software for businesses, including tax filing, time and attendance tracking, recruitment and talent management, employee…
Serves employers and HR, payroll and finance teams at small businesses, midsized companies and enterprise organisations, from 1 to 1,000+ employees.
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Computed from 5 filingsDevelops and provides cloud-based accounting software for small businesses and accountants. The platform supports bookkeeping, invoicing, expense tracking, VAT returns, payroll management, payment…
Sells to UK small businesses needing accounting, bookkeeping and payroll support, and to accountancy practices managing client accounts through partner tools.
Financial Health
HealthyHealthy
Location
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Computed from 3 filingsProvides market intelligence and datasets on shareholder activism, investor voting, corporate governance and ESG. Produces reports, analytics and data feeds used by investment banks, asset managers,…
Serves investment banks, law firms, public company issuers, asset managers, hedge funds, proxy solicitors and asset owners involved in shareholder activism, proxy voting, governance and ESG decisions…
Financial Health
StrongStrong · Hiring · 15% CAGR over 2y
Location
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Computed from 5 filingsDevelops enterprise Java platform software for building, deploying and managing Jakarta EE, Spring and Quarkus applications. Provides application servers, microservice runtimes, developer tools,…
Serves enterprise IT, platform engineering and development teams running Java applications, including Fortune 500 companies modernising Jakarta EE, Spring or Quarkus workloads across on-premise,…
Financial Health
StrongStrong · Growing, Hiring · 14% CAGR over 4y
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Computed from 3 filingsProvides digital consulting and implementation services focused on customer experience. Designs and builds digital platforms, CRM and data integrations, AI automation, and content and marketing…
Serves enterprise organisations and brands in financial services, manufacturing, universities and education, travel and transport, property and hospitality, and healthcare and wellbeing.
Financial Health
DistressedDistressed · -18% CAGR over 2y
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Computed from 5 filingsDevelops cloud-based governance, risk and compliance (GRC) and board management software. Platform provides tools for managing board meetings and materials, risk oversight, compliance, audits and ESG…
Serves B2B organisations of any size, including Fortune 500 and highly regulated firms, targeting board directors, general counsel, C-suite executives, risk, audit and compliance leaders responsible…
Financial Health
StableStable
Location
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Computed from 5 filingsProvides a software platform that enables businesses and employees to collect verified customer reviews and success stories, manage profiles for teams or locations, and publish and share testimonials…
Targets established B2B organisations with customer-facing employees and larger marketing budgets, especially mortgage lenders, real estate firms, insurers, doctors and dentists, universities, and…
Financial Health
DistressedDistressed · -16% CAGR over 4y
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Computed from 2 filingsProvides fintech-based working capital financing and payment solutions for businesses, including factoring, invoice advances, promissory note discounting, supplier payment confirming, and short‑term…
Serves B2B customers, including companies with domestic or international invoice receivables, large enterprises managing supplier payments, and firms with short-term liquidity needs.
Financial Health
DistressedDistressed
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Computed from 5 filingsProvides market analysis, commodity price assessments, data and strategic consulting for the global mining, metals and fertilizer sectors. Also organises industry conferences, training and…
Sells to B2B and public sector organisations in the global metals, mining and fertilizer markets, including automotive, battery, chemicals, construction, energy, manufacturing, financial services,…
Financial Health
StableStable
Location
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Provides domain name management and registrar services for enterprises, including domain portfolio management, brand TLD administration, DNS and digital certificate services, and monitoring and…
Sells to large enterprises and brand-owning organisations needing domain, digital asset, and online brand protection, including CISOs, IP/legal teams, and digital security leaders managing corporate…
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Computed from 5 filingsProvides employment background screening and identity verification services, including criminal record checks, drug and alcohol testing, fingerprinting, social media screening, and employment or…
Serves businesses and organisations hiring workers, including small, mid-market, enterprise and global employers across business services, education, financial services, healthcare, hospitality,…
Financial Health
StrongStrong · Hiring · 13% CAGR over 4y
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Computed from 2 filingsProvides cloud-based shipping software and APIs for e-commerce businesses, enabling comparison of carrier rates, purchase and printing of shipping labels, package tracking, address verification, and…
Serves e-commerce merchants and logistics-related businesses, from small and mid-size retailers to high-volume brands, marketplaces, platforms, 3PLs and software providers.
Financial Health
WeakWeak · -22% CAGR over 1y
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Provides brokerage and advisory services for flexible office space, coworking areas and serviced offices. Operates an online platform listing workspaces worldwide and assists businesses in searching,…
Serves businesses of varying sizes seeking flexible office space, coworking areas or desks, including startups and growing teams, across major cities worldwide.
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Develops and publishes technical standards and provides certification, auditing, testing and training services for management systems and products. Supports organisations with compliance, risk…
Serves businesses and public sector organizations across built environment, consumer retail and food, energy, government, healthcare and ICT, targeting teams responsible for quality, safety,…
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Supplies replacement parts and accessories for forklifts, warehouse equipment, telehandlers, construction and agricultural machinery. Offers components including engine, hydraulic and electrical…
Serves B2B customers operating or maintaining off-road machinery, including forklift fleets, warehouse equipment users, construction and agricultural machinery operators, equipment dealers and…
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Computed from 3 filingsDevelops and provides a cloud-based social media management platform that enables businesses to plan and schedule posts, manage customer interactions, monitor conversations, run influencer campaigns,…
Serves B2B marketing, social media and customer care teams at small businesses, agencies and enterprise brands managing multiple social profiles, high engagement and cross-functional workflows.
Financial Health
StrongStrong · Hiring · 100% CAGR over 2y
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Computed from 2 filingsDevelops and provides cloud-based software for customer service and IT service management, including helpdesk ticketing, automation, and AI tools. Products enable businesses to manage support…
Sells to businesses worldwide, targeting IT service management, helpdesk, customer support and customer experience teams that manage employee and customer service operations.
Financial Health
StableStable · Hiring · 11% CAGR over 1y
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Provides economic, political and market intelligence through research reports, data, forecasts and risk assessments on countries and industries worldwide. Offers analysis platforms, briefings and…
Serves financial services firms, multinational corporates, academic institutions and government bodies whose teams make investment, strategy, trade, policy and risk decisions across international…
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Computed from 4 filingsProvides online payment and financial services for businesses, freelancers, and marketplaces, including cross-border payment processing, multi‑currency accounts, mass payouts, invoicing, and tools to…
Serves freelancers, eCommerce sellers, digital marketplaces, agencies, startups, exporters and global businesses that need to pay or get paid across borders, including platforms managing mass payouts…
Financial Health
StrongStrong · Growing, Hiring · 37% CAGR over 3y
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Develops and provides customer experience management software that integrates social media management, contact centre operations, marketing, customer service, and analytics, enabling businesses to…
Serves large businesses and public sector organisations, targeting marketing, customer service and CX teams in CPG, financial services, government, retail, technology, telecoms, and travel and…
Financial Health
N/AN/A
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Computed from 5 filingsProvides product analytics software that collects and analyses user interaction data from mobile and web applications, offering dashboards, funnels and cohort analysis tools to measure engagement,…
Serves B2B product, growth, marketing and data teams at companies running mobile, web and digital products, especially teams focused on user acquisition, engagement, retention and customer experience.
Financial Health
HealthyHealthy · -5% CAGR over 5y
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Computed from 3 filingsProvides a platform and services for developing and managing brand messaging, including language calibration, content creation, and integrations to help organisations produce and distribute…
Targets B2B brand, marketing and content teams at companies and consumer brands, especially organisations responsible for maintaining brand voice and producing content at scale.
Financial Health
StableStable · 0% CAGR over 2y
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Provides market analysis, commodity price assessments, data and strategic consulting on global metals, mining and fertilizer markets, and organises industry conferences, training, webinars and…
Sells to B2B and public sector customers in commodities-related sectors, including mining, metals, fertilizers, automotive, batteries, chemicals, construction, energy, manufacturing, financial…
Financial Health
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Computed from 5 filingsProvides standards development, certification, testing, auditing and training services. Assesses organisations against international standards such as ISO for quality, information security,…
Serves businesses and public-sector organizations across built environment, consumer, retail, food, energy, government, healthcare and ICT sectors, especially teams responsible for quality, safety,…
Financial Health
StrongStrong · Growing, Hiring · 39% CAGR over 4y
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Computed from 3 filingsDevelops software for managed service providers and IT departments, including remote monitoring and management (RMM), professional services automation (PSA), remote access, cybersecurity, backup, and…
Targets MSPs and other B2B IT service organisations, including IT departments, managed print providers, VARs and security leaders responsible for service delivery, endpoints, remote support, backup…
Financial Health
StrongStrong · Profitable, Growing, Hiring · 7% CAGR over 2y
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Computed from 3 filingsProvides UK immigration and visa consultancy services for individuals and employers. Advises on visa applications, work permits, partner and family visas, settlement and naturalisation, employer…
Serves employers needing UK sponsorship support and private individuals seeking UK immigration routes, including workers, students, partners, families, visitors and US citizens moving to or studying…
Financial Health
StableStable · Hiring · 5% CAGR over 2y
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Provides language translation, localization and content management services supported by AI and language technology. Also supplies software platforms and services for multilingual content, neural…
Serves enterprises and public sector organisations across aerospace, automotive, energy, finance, government, legal, life sciences, manufacturing, retail, technology, telecoms and travel, targeting…
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Provides language translation, localization and content management services supported by AI and language technology platforms. Also offers patent translation, intellectual property support, and…
Serves enterprise B2B and public-sector organizations with global content, localization and IP needs, targeting AI, IT, language, legal/compliance, marketing, product and training teams across…
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Computed from 2 filingsProvides sales and marketing support for S3‑compatible cloud object storage services, enabling organisations to store, manage and access large volumes of data for uses such as backups, archiving,…
Serves businesses and technology partners needing cloud object storage, including enterprises running AI, backup, data protection and hybrid-cloud workloads, plus resellers and service providers…
Financial Health
WeakWeak · 0% CAGR over 1y
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Provides data, research, analytics platforms and consulting on global natural resources and energy sectors. Covers oil and gas, power and renewables, metals and mining, chemicals and energy…
Sells primarily to B2B and institutional customers in global natural resources and energy markets, including oil and gas, power and renewables, metals and mining, chemicals and commodity trading…
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Provides standards-based certification, auditing and assurance services, assessing organisations’ management systems such as quality, information security, environmental and health and safety. Also…
Serves B2B and public-sector organizations across built environment, consumer, retail and food, energy, government, healthcare, ICT, manufacturing and supply chains, including compliance, operations…
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Provides standards development, certification, testing, auditing and training services. Assesses organizations and products against international standards for quality, information security,…
Serves businesses and public sector bodies globally, including built environment, consumer retail and food, energy, government, healthcare and ICT organizations with compliance, quality, safety and…
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Provides standards development, certification, auditing, testing, and training services to organizations. Supports implementation of management systems such as quality, information security,…
Serves businesses and public sector organizations seeking standards, certification and assurance across built environment, consumer retail and food, energy, government, healthcare, ICT, supply chain…
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Computed from 5 filingsProvides support services to an affiliated company that develops and operates a developer data platform. Activities include assisting with sales, marketing, and technical support for cloud database…
Serves software developers, startups, AI innovators and enterprise technology teams, with industry focus on financial services, telecoms, healthcare, retail, public sector and manufacturing.
Financial Health
StrongStrong · Hiring · 28% CAGR over 5y
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Computed from 5 filingsProvides corporate travel management services including business trip booking, travel policy management, meetings and events coordination, consulting, and reporting tools through a digital platform…
Serves B2B customers, especially enterprise travel, procurement and finance teams managing corporate travel programmes, meetings and events across multiple countries.
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StrongStrong · Growing, Hiring · 37% CAGR over 4y
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Computed from 4 filingsProvides language technology, translation and localization services, and intellectual property support. Develops software platforms for machine translation, multilingual content management and patent…
Sells to enterprises and institutions needing language, content and IP support, including corporate IT, language teams, legal and compliance leaders, marketers and product leaders across sectors such…
Financial Health
StrongStrong · Hiring · 19% CAGR over 3y
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Computed from 3 filingsDevelops cloud-based IT management software that enables organisations and managed service providers to monitor and manage endpoints, deploy patches, automate IT tasks, perform remote support, manage…
Sells to enterprise IT teams, managed service providers, and IT departments in sectors including software, healthcare, education, financial services, and federal, state and local government.
Financial Health
StrongStrong · Hiring · 51% CAGR over 2y
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Computed from 5 filingsProvides temporary HVAC equipment hire for commercial and industrial sites, including boilers, heaters, chillers, air conditioning units and generators. Supports planned and emergency heating,…
Serves B2B and public-sector buyers responsible for commercial and industrial sites, including facilities and property managers, offices, industrial units, government buildings, healthcare and…
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 4y
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Provides cloud‑based cybersecurity services including zero trust network access, secure web gateways, cloud application security, data loss prevention, and threat protection. Platform enables secure…
Serves large enterprises and public-sector organisations, including healthcare, banking and financial services, manufacturing, education and government teams, plus partners needing secure B2B access.
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Computed from 3 filingsProvides public health standards development, product testing, auditing and certification services through accredited laboratories. Offers consulting and training to businesses in sectors including…
Serves B2B brands and businesses in food and beverage, water systems, life sciences, nutrition and wellness, and transportation, with stakeholders including retailers and regulators.
Financial Health
StableStable · -91% CAGR over 2y
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Computed from 3 filingsDevelops cloud-based field service management software for landscaping, landscape construction, commercial cleaning and snow services. Platform includes estimating, scheduling, CRM, job costing,…
Serves B2B field service companies, especially landscaping, landscape construction, commercial cleaning, grounds maintenance, and snow and ice management businesses ranging from small operators to…
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StrongStrong
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Computed from 3 filingsDevelops contract lifecycle management software that uses AI to create, negotiate, manage and analyse business contracts. The platform provides workflow automation, contract analytics, compliance…
Serves medium and large enterprises, including Fortune 100 organisations, across public sector, financial services, healthcare, life sciences, manufacturing, retail, technology, energy and…
Financial Health
HealthyHealthy · -1% CAGR over 2y
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Provides IT products and services including hardware and software procurement, cloud and data centre solutions, networking, cybersecurity, and managed IT services. Also offers consulting, device…
Serves UK public sector bodies and private organisations, including central and regional government, defence, education, emergency services, healthcare, housing, large enterprises, mid-market…
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How Optimizely 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.
Optimizely 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
How many UK B2B companies use Optimizely?
What share of UK B2B companies run Optimizely?
How is Optimizely usage detected?
What size B2B companies use Optimizely in the UK?
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